Best Tactics > Marketing Trends

Quit ignoring the best tactics for the sake of digital marketing trends.

There doesn’t always have to be a complex funnel, and not everything has to start with an ebook download.

My wife has worked in dental for over 14 years. It’s common in her industry for companies to come into the office and host a lunch-and-learn with her team. 80% of the time it’s a company wanting to sell the Dentist a new product, 20% of the time it’s a company wanting to sell the individual employees a new product or service.

She estimated that over 70% of the time she’s seen it result in at least one purchase. When the company pitched to the employees, she said if one employee bought the product/service, at least one other employee followed suit (I can attest to this, seeing the new things we’ve acquired over the years). That’s at least two sales for the cost of Jimmy Johns for 6 people.

I took these insights and helped a client launch a campaign to get in front of these same types of offices in the 3 states they have reps in.

Before, they were sending cold paid traffic to their landing page where someone could book a free consultation or download a gated piece of content. They got 4 calls booked (only 1 showed up, resulting in zero sales) after 2 months of running the ads; and the email containing the PDF had a < 30% open rate. The nurture campaign might as well have been non-existent.

So I killed that plan and went all-in on the lunch-and-learns. Instead of sending them to a page to book a phone call, they were sent to a page to book lunch through a Calendly link.

A better user experience (no human contact until lunch) and an easy yes (free food).

The first month’s results? 3 lunch-and-learns booked and 2 sales.

Literally, for the price they were paying to get 10 people to download (and never read) an ebook, they’re making multiple sales.

Don’t overcomplicate it. Sometimes people just want a free sandwich.