Let’s say you’ve decided to really turn up the volume knob on your marketing. You haven’t done much advertising at all in the past, but you’re ready to give it a shot and jump into the deep end.
You’ve read some emails from a marketing company, watched a video of some dude in the mountains carrying on about photos, seen that same goofball at a show or two, and you decided to listen to him and really get after that advertising. So you crank up the adspend on Meta, Google, YouTube, streaming, and all the other platforms he told you about.
And you get A LOT more leads. But…
They don’t seem like they’re the same quality that you’re used to. You’re getting a lot of them, sure, but they’re not ready to buy like the leads you were getting before you started advertising.
Before you throw in the towel, you need to realize this: the more you advertise, the less hot the average lead becomes. Why? Because you’re reaching out and getting info from leads that are only a little interested. They were in the ‘maybe’ bucket, and you’re ad pushed them over the hump and maybe them submit their info. Before, when you weren’t advertising, people had to work hard to know you existed, and if they were willing to go through that, they were ready 100% ready to buy.
It’s like fishing: If you fish with a pole and good bait, you’ll catch a few good fish, maybe 1 or 2. But if you fish with a 20 foot cast net, you’ll catch 100s of fish in a day. Many of those fish are bad, but much more than 1 or 2 are good. Advertising is just like increasing the size of your net, and you need to make sure you have systems in place to capture all big fish that you catch in that net.