When we first began our digital media department we had success from the start. We were able to get 100 leads, fast… and for about $20 per lead.
But our clients would get bummed out because only a few of them would book appointments.
We felt bad at first… but quickly realized that getting a 10% “active lead” response was VOLUMES higher than any other source.
Not only that, but the real value was in the first-party data we began to own.
The fact of the matter was that we owned all 100 leads… and if we were smart (and we are) we would nurture them and convert 10 more over time.
Now we’re at a 20% conversion rate!
I’ll take a 20% success rate every time… but it’s up to the clients to close them.