Testing Lead Gen Tactics Yields Great ROI
Some marketers try to test every tactic at least once. If it doesn’t work, they stop. Then in a few months, they try it again. The marketing team at Basement Systems, which sells basement and crawl space waterproofing and other products, does this constantly.
“We’ve tried pay-per-call,” says Richard Fencil, Web Marketing Director at Basement Systems. But the company found little success with this system. Many calls coming through were garbage, he says.
Richard thinks the service has potential, though, so he keeps it on the back burner to try again when it might be improved.
It’s kind of what you have to do. Sometimes you have to spend money on things that are a bust, he says. Other times you spend the money and it turns into a gold mine.
With triple-digit lead growth for two consecutive years, I think Richard knows what works.
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Categories: Consumer Marketing pay-per-call