The X factor that digital marketers usually miss
It's not always about "getting the lead cost lower"
We have to accept it. Traditionally when we say the word “marketer“ you will think about someone who is creative, looks artistic etc
But now if we are asked to think about a modern “marketer“ - we suddenly think about a tech guy sitting in front of a lap.
That’s how advertising has changed, now tech, I’d say plays more role than creativity. And those artists/creatives who don’t understand tech are becoming irrelevant too.
Anyway, that was not the crux that I want to communicate in this week’s newsletter. As often, it’s again yet another story that happened to me which taught me a lesson or two.
Since my mom was retired and wanted to start a small business to keep herself busy, I was on the lookout for opportunities. And when you are looking for something, Facebook ads answers.
I was being bombarded with different franchise opportunity ads. And recently a really lucrative one caught my attention. I applied and gave my contact details to the so that their representative can connect with me.
The next day I got another ad with was equally lucrative with the same offerings as the last day’s ad but was from a different company. I applied there too.
I was waiting for a call from either of those companies. One day passed and my phone rang - it was the representative of the second company that I enquired with.
She explained the model well and answered most of my questions, connected with me on WhatsApp and even gave me a video call tour of their office space to increase trust.
I’m currently in the works of signing the contract with them.
The first company that I enquired about hasn’t still called me and it’s been more than 3-4 days.
The digital marketer handling the first company’s lead generation might be happy with the CTRs, cost per lead, CPM and all other KPIs that he’s responsible for and maybe who knows - the first company’s metrics might be better than the second’s - on the dashboard.
But at the end of the day - timely followups and hitting the mould when it was hot gave the second company edge over the first.
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