What is Targeted Marketing? (The Three Metrics People Don’t Think About But Really Should)
The three metrics we cover in March’s Rebel Chat include:
- Cost Per Lead
- Customer Lifetime Value
- Lead Measure/Lag Measure
If you prefer reading rather than watching we broke down the biggest takeaways and talking points below the video.
Things to Keep In Mind Before We Launch into the Three Metrics
1. The Difference Between Traditional Versus Digital Marketing
-Traditional Marketing is blasting out your message and hoping it sticks.
-Digital Marketing is targeted, based on relationships and drives interested leads into your funnel and keeps them moving through to conversion.
- IMPORTANT: How can you wrap future growth into your present efforts? Think about this with every campaign, marketing effort and sales process you create.
- Sales & Marketing. A lot of times sales and marketing gets categorized as the same thing. We believe they are separate. The sales come after the initial marketing push that starts filling your customer funnel. As a Rebel Marketing client – you take on the sales part of the Marketing process.
Pay Attention to These Three Metrics in Your Marketing
#1. Cost Per Lead
Takeaway: When determining your Cost Per Lead and what is considered “good” for your business – always think about cost per lead in relation to:
- Your Service or Product Price
- Margins in Your Business/Profitability
- Revenue Goals
For some organizations – you aren’t always selling a product, but you can think of the knowledge/resources you have as the “product”. For example, many of our clients run gift card campaigns. If you don’t have a “product” for someone to sell – another way to think about it is offering something that is of value (gift to the person you are targeting). This could be a resource guide, an educational video series, or a printable postcard or resource they can keep. The point of the offer then becomes “as the business we have done the work for you and here’s a gift on us.”.
Takeaway: Thinking about Cost Per Lead as Cost Per Conversation
Building a relationship and creating the conversation is the next step after you gain a new lead. This is when the sales team takes over, reaches out and follows up and creates that next touch. It doesn’t cost money (just time) to send an email, text or make a phone call. And that effort we believe is worth it (see the section about customer retention in the second metric to pay attention to: Customer Lifetime Value)
Takeaway: When you gather a list of leads you are forming a business asset. If Facebook, Instagram or YouTube ever go away – you now have your very own list with all their contact info. And you can still reach out to them!
Takeaway: Alison breaks down cost per conversion using a client example: LeAnn’s Bridal. (This example breakdown starts at 24: 37)
#2. Customer Lifetime Value
Takeaway: There are two important questions to consider:
1. How much money did it take to acquire the customer?
2. How much money does it take to retain?
Did you know that it’s 80% cheaper to sell to a current customer, than it is to gain a new one. This is why taking the next step with leads of follow up is SO important.
Takeaway: Did you know a customer that has purchased from you is the most likely to buy or share about their experience with you in the first 30 days?
How do you take advantage of this?
At Ali J Boutique, we make sure to send customers who we had meaningful interactions with a personal handwritten note where we have a conversation beyond the clothing. We also might give them a “gift” on us to get them to come back into the store again within the next month – it could be $15, a free tank or a special invite to an event.
Takeaway: If you’re not tracking your leads and customers then your efforts are a mute point.
You need to know where your customers are coming from and where they are on your Hot List. (For example: Is this their first interaction with you ever (via social platforms, email, etc.)?, is this their first in-person interaction (at an event or in your location)?, have they bought before?, do they buy frequently?)
It’s important to know your numbers as it allows you to spend your money in a confident way. You can begin to view your ad spend as an investment, not an expense — because you can count on it to bring your traffic and sales.
Takeaway: The Ultimate Retention Strategy = Customers that Become Brand Ambassadors
They share how much they love your service freely and you can capture these testimonials!
Takeaway: Predictive & Historic Customer Lifetime Value
Alison breaks down the calculations for historic versus predictive customer lifetime value at 34:45. And she gives you a challenge to do this in your business for the past 30 days, 6 months and past year. *Please note in each business it’s important to take into account changes in seasons compared to sales (if this is relevant to your biz)
If you are an organization that doesn’t sell a product for money – you get to measure your historic and predictive customer lifetime values in a different light. One way to think about it would be to track messages, in-person meetings, the customers who reach back out to you, etc.
#3. Lead Measure/Lag Measure
Are you leading or lagging behind? We are talking about the relationship between the two.
Takeaway: As long as there is always a positive correlation between lead measure and lag measure the revenues will be there.
Lead/Lag Measure Examples
Lead Measure: A woman fills out a Wish List (This doesn’t guarantee a sale, but it is highly likely that a sale will come through this effort)
Lag Measure: Sales
Ali J Boutique
Lead Measures: Traffic through the door
More important Lead Measure We Focus On: Dressing Rooms (We know if we can get a gal into the dressing room we are highly likely to make a sale. We have calculated this to the point that we know the average dressing room is about $100 to us)
Lag Measure: Sales
Takeaway: Ask your customers where they are coming from AND get specific
If you say where did you come from? Most will say online. Ask them specifically – did you see us on Facebook? And then track it. At Ali J Boutique, we have a traffic and mentions sheet that we mark to see how people are coming to us (we keep it right by the register). We record this information and then reflect on it every week compared to the sales we bring in.
When You Take the Control of Digital Marketing Into Your Own Hands AND Track the Results You No Longer Wish for Traffic — You Have the Control to Create It and the Metrics to See That It’s Working.
Takeaway: It’s very important to look at the results and metrics of all your sales and marketing efforts. However we challenge you to take an hour per week to really think about the customers behind the numbers. What have they said about you and your service that keeps them coming back? Sometimes they say something that catches you off guard – and you didn’t realize you were doing that/making that difference in their life. Hone in on that messaging beyond the product.
Here’s a link to the LeAnn’s Bridal case study we referenced in the video chat.
What’s your biggest takeaway from this Rebel Chat?