The Most Important Conversations To Have With Lead Gen Clients

Daniella: 00:00:10

So today we have a very fun topic that we're covering.

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sure do.

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Today, Daniela, we are

talking about the importance.

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Of lead quality conversations

and measuring your cost per lead

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versus cost per qualified lead.

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Because I think a lot of Legion

people and a lot of Legion clients,

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even, I think, don't take a lot

of time having conversations

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about your overall lead quality.

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And it's way easier to just look in

your Google ads account and just be

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like, oh, I got these leads and these

are how much they cost based on how

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much I spent over this period of time.

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And that's how much my leads cost.

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But in reality, there's going to

be depending on the market and

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depending on the business, there's

going to be situations where

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percentage of those leads aren't.

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As qualified as the other ones are, in

those situations, it can be a lot more

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beneficial to make sure that you're only

measuring, leads that are coming in that.

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Either, for sure got sold by the client

and there was actual revenue made because

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then it gives you a much more accurate

kind of picture of, how much your kind

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of cost per acquisition is essentially.

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when you have a new account, you just

want to set a line expectations with your

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clients to right away from the beginning.

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So make sure that they understand, Oh,

we can definitely, pump out as many

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leads as possible given our budget.

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But then how helpful is that if they're

not necessarily like qualified leads

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that will result in a conversion or

actually, they might convert, but then.

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It won't result in actual, revenue,

whatever they're basing that off of.

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So it's important to have those to

begin with, just to get everyone on the

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same page because And there, there are

variations to this, but most of the time,

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it's like, if you have theoretically

take an account that's in the medical

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field, if you have a medical client and,

you can bring them all these leads all

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day long, but then how good is it if,

some of the leads are just not actually

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going to result in people coming in

for a service procedure, you have it.

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So it's important then sometimes

to tell them, Hey, It's potential

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that numbers might be low from like

a conversion standpoint compared

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to what they might've expected.

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But then most of those are resulting

in actual, like attributable

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revenue or, the services that

they, actually went in to receive.

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yeah, and I completely agree.

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I think the earlier you're able to

have these kinds of conversations with

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your client, the better it is long

term because you don't want to be.

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In a situation where down the road,

you've been generating all these

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leads and then all of a sudden the

client comes back and they're just

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like, all these leads have been crap.

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We're like, I'm paying for this.

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And you're like, okay.

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Backtrack.

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So it's good to start out strong, and

that's why I think it's really important

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to get in the habit of getting yourself

out of the ads account and into the

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client CRM and not just looking at, okay,

I got, these are the leads that I got.

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So I got you leads, Mr.

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Or Mrs.

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Client.

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This is how much they cost.

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And then 3 months later, the client's

all these leads have been terrible

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and they haven't generated any sales.

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And then you're sitting

there in the ads account.

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we have leads like there's leads.

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Exactly.

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That can lead to like frustrations,

just bad vibes, things like that,

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which is just, you want to avoid

that as, as much as possible.

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So just good to keep things nice and good

from the get go, but there are situations

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though, I think you had mentioned that

sometimes, it is obviously always want

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to have qualified leads that is ideal,

but then there are other times that there

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might be exceptions to where, You do want

to have like quantity ish over quality.

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So maybe we dive into that a little bit.

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there are certain kinds of situations,

like you said, where, if a client

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has a really dialed in sales

team, you can get away with more.

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Kind of volume based lead generation

stuff, and you can really depend on

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that client sales team to be able to

either pivot a lead into a service.

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That's.

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Still relevant to what they were looking

for, but might not necessarily be why

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they were brought in the first place.

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and so in, in those situations, you

can absolutely get away with kind of

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being more volume based for leads and

the lead quality doesn't matter as much.

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it still is always going to matter

because you still want your leads

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to be as relevant to service or

the business as you can get them.

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But.

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At the end of the day, like you only have

so much control over what kind of things

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people are interested in and how they're

going about searching for those things.

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in those situations where, you can rely

on the client's sales team, you can get

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away with a more volume based strategy,

but you still need to know and have

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those conversations with the client.

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about their sales team and what

the sales team is capable of doing.

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And it just, it takes a lot of kind of

extra conversations and in terms of trying

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to ask the client, in these situations,

do you feel like your sales team is

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able to pivot and sell something else?

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if these leads are coming in for

this service, are they able to

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still be sold potentially on another

service and those kind of questions.

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Kind of can start getting raised

after you see, for example, leads

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are coming in for, certain keywords.

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And maybe you're using like, kind of

phrase match stuff and they're coming

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in for search terms that are a little

bit different than what your kind of

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base keyword is, but they still feel

somewhat relevant if you're seeing, a

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majority type of conversions coming

in, or leads coming in, then you can use

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that kind of as a prompt to be like, hey,

I've been seeing a lot of these leads

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coming in for these kind of search terms.

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I know they're somewhat relevant to

this keyword in this service that you

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have, but I'm just curious kind of how

they've been looking on your end from.

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your sales teams perspective, are these

people that they're able to still sell?

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Or, do we need to make some

adjustments for these particular

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kind of keywords and stuff like that?

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So it's all about, having seeing

things in the account and.

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Asking intelligent questions to the

client about what they're seeing on

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their end and how we can collaborate

with them to make sure that what we're

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bringing them is as relevant as it can be.

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Plus it also opens up, the

conversation with your clients just

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about their sales team process.

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Sometimes we can offer, insights

or any type of assistant there.

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So I think it's really good to open up

that conversation if you're able to.

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just first start off like, Hey, how are

y'all feeling about, like you said, these

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types of leads, are they able to convert?

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But then also they can might maybe give

you insight and this is how we follow up

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with, these leads that come in and then,

there might be some places there that we

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can always throw in some advice and things

that we've seen in previous accounts.

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So we worked with that.

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Oh, you might want to try this,

that we've seen that works better

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historically and other things.

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So it's always good to have those

conversations because it opens up

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potential other tangents and just.

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for just overall bettering things for that

account, which is always the goal, not

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even just specifically with Google ads,

even though that's what we want to do,

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we also want to help them in any other

capacity because we love our clients.

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And let me, I'm going to find.

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And I count here really fast, because

this just made me think of another

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kind of situation that I've run into 1

1 of my own clients we were running a

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campaign for a client that was based on,

They had a calculator on their landing

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page and we essentially had the client

had very specific, amounts that were

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being generated from that calculator.

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That would essentially tell them,

okay, this person is somebody that we'd

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definitely be able to work with and

anyone that was below those amounts.

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They wouldn't necessarily be somebody

that they would want to try and

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invest a whole lot of time into.

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they essentially needed, a specific

amount of taxable income for the

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client to be worth them talking to.

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though we were tracking every form

submission, or every calculator

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submission lead, we pivoted to.

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Kind of work with the client

collaborating on what exactly those

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taxable dollar amount thresholds were.

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once we figured out what those were,

we had the client help us start

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building out A list that would populate

in HubSpot for only those leads

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that were meeting those criteria.

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And then only those leads were the ones

that were being pushed back into Google.

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So we were trying to make sure that the

only leads that we were measuring from

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Google to get a better idea of how much

they would cost for people that fit that

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exact criteria, would cost per lead.

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And so we had to do a little bit of

I guess custom kind of conversion

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stuff where we're only pushing

certain qualified leads into Google

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ads and not counting, all the ones

that we were getting just from the

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regular form submission from this.

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I think a big difference from the

sense of just optimizing and knowing,

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having that separation is really

helpful if people are able to do that

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with their CRM ideally, and then pump

the right things back into Google.

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Um, ideal.

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Always, in most situations, if you

have the capability of doing that

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and just putting conversions back in

manually like that, or even having

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them get it, if you're able to get

HubSpot connected into Google ads,

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that's obviously best case scenario.

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But trying to get the best idea

of how much you're paying for.

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legitimately qualified lead just gives

you the most accurate information

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about how much you're spending and

whether or not it's a viable thing

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at the end of the day for the client.

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by doing that, you really do set yourself

apart and it makes it pretty obvious to

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the client that's something that you're

considering rather than just looking at

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the very surface level stuff, like in

the Google ads dashboards, things like

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that really just make a huge difference.

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And it shows to the client that you

really value them and you value their

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business and want to make things really

successful for them and just give them

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essentially the best bang for their buck.

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But I think that is something

that, it doesn't go unnoticed.

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I've never, I've always felt that clients

really pick up on that and they really

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appreciate it having those conversations

and just doing things like that.

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absolutely.

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it makes all the difference in the world.

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not only for the client,

but for your campaigns too.

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it's really important to make sure that.

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the results that you're generating

are exactly where they need to be.

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And if you're not, if you're not having

those conversations with your client

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about how lead quality looks and just

asking those nuanced questions about,

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Is this lead from this keyword or search

term relevant to the exact service

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that you expect them to come in for?

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those are invaluable to have make

it so that you're able to optimize

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your campaigns as best as you can.

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By not doing it, you're doing

yourself a disservice and you're

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doing your client a disservice.

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So moral of the story is.

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Have these conversations, please.

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of the story is, just

talk to your clients.

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have conversations with them.

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And honestly, don't be afraid to

ask questions like about their sales

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team, about their followup process.

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And you can always frame stuff in a way

that's I'm curious how your sales team

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goes about this or what kind of followup.

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Options.

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Do you have in place

just from email flows?

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Because those can always make a big

difference in how, leads are able to

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get to be nurtured because I've had

clients in the past that like have

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sales cycles that are months long.

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you don't know where that lead

is in their sales cycle until you

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start talking to them about it.

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And it's you need to can have those

continual conversations, especially

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with clients that have those long

sales cycles and just keep prodding

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them and just being like, this is

the lead that I know we talked about.

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A month ago, and it looked really good.

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Just wanted to see how things are going.

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And if there's specific reasons why that.

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Lead fill through from the sales cycle,

maybe those are things that you can

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use to help inform how you want to

redo your forms, even on the website.

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Maybe you add some different

fields, some new qualifiers.

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To make sure that those

specific scenarios don't.

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Happen repeatedly, and you're

able to make sure that Your funnel

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doesn't have any holes in it.

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And also a good conversation to have

with, I feel like your clients is, if

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they're willing to give you access to

their CRMs and where they keep track of

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everything that is ideal because then,

you're still having the conversations, but

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then you can also directly access things

and keep an eye on it and you're away.

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So you might not be waiting on

them since they have a ton of other

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stuff going on a lot of times.

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So if you can get CRM access.

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That is also phenomenal.

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So I always try CRM access is almost

necessary in a lot of these situations

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because otherwise you're just stuck kind

of having back and forth it takes up a lot

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of time and no one enjoys back and forth.

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No, and I think lot of the time for

clients, like your point of contact

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whomever you're talking to, you doesn't

have all the time in the world to look

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at these leads and look at their forms of

missions and see where everything's at.

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And, we're looking at

all that stuff anyway.

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we might as well be the ones that are

in there helping them and trying to

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steer them as best as we can, at least.

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But it's always just a

collaborative process.

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having more intelligent

conversations and figuring out

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what the best questions are to ask.

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Based on what you're seeing

in the ads account, it's an

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invaluable skill that will get you.

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A long way, especially with these

lead gen type of clients where lead

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quality is super, super important.

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110%.

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at the end of the day, it's something

that potentially most likely will make

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everyone's lives a little bit easier.

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so it's good to just do these things.

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Cause you know, life is hard enough.

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So why not make it a little bit

more simplified if possible?

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thanks for chatting with me, Daniella.

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think this was a good

little, topic for us.

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I know my brain feels larger already.

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I know mine does too.

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Great.

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thanks again for talking to

me and I'll see you later.

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Okey dokey.

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Archokey.

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Bye.