If you spend good money in your SEO strategy but don’t reach back to your leads in time, you are wasting your cash. The hard question is: “Is my marketing efficient in the last mile?”
Your prospects run a marathon to find you on the web. When they finally find your site and call your number, they enter the last-mile zone. This is where the rubber meets the road.
A hardcore study
In 2009 Lead Response Management produced a wide-scale scientific study showing how best to handle inbound calls to get the highest possible return on your marketing efforts.
The study was conducted on leads originating from the web, a very common situation today for small businesses: local search plays a dominant role in the way consumers look for products and services.
The researchers dissected 3 years worth of data from over 15,000 leads and over 100,000 call attempts. We are talking wide-scale, statistically significant sampling.
The question on which the study focused was not the sales close ratio, but: When should your business call web-generated leads for optimal contact and qualification ratios?
Facts separating the boys from the men
The study findings can be summarized in this way:
Best days to contact and qualify: Wednesdays & Thursdays
Best day to contact to qualify: Thursday
Best times to call to contact: 4 to 6 pm
Best time to call to qualify: 8-9 am and 4-5 pm.
Contact: A call that connects with a live person and lasts between 2 minutes and 6 minutes.
Qualifying: A stage in the lead nuuruting process where the lead is willing to enter the sales process (e.g. setting up an appointment with a sales rep, setting up a demo time, etc.)
Voicemail, a big no-no
Do you direct your incoming calls to voicemail? If the answer is yes, you would have more fun lighting up a cigarette with a Benjamin.
Here is why:
If you call back your leads as long as 1 hour after they contacted you, your odds to contactthem are 10 times lower.
In this same hour, your odds to qualify them decrease by 6 times.
Even more telling:
If you call back your leads 30 minutes after they contacted you, your odds of contacting them are 100 times lower than if you had called them back within 5 minutes.
Your odds to qualify a lead 30 minutes after they contact you are 21 times lower than if you contact them within the next 5 minutes.
You can read the study here: http://www.leadresponsemanagement.org/lrm_study
Conclusion: Forget voicemail. Speed is of the essence.
On LocalRanker sites, your leads can contact you in multiple ways with instant alerts to you:
- Your regular phone number is at the top of your site for highest visibility
- Leads can drop off their names and phone numbers in a box to be called back. You will receive an alert by text message to your cell phone within seconds.
- Leads can interact with you directly through live chat. Great way to catch them when they browse your site!
- You can install any number of “call me” buttons on your site.
- You can pre-qualify leads through custom-built forms: results are sent to your e-mail within seconds.
To your success!