Consulting Services: Direct Response & Website Marketing

Looking for help with direct response, but prefer to keep your marketing in-house?  Need some guidance with your website marketing, but want to handle execution yourself?

No problem.  We provide consulting and coaching services for businesses that just want advice.

Let us show you how you can achieve higher response rates, increased visitor traffic and greater accountability across all your marketing efforts.

“Half my advertising isn’t working …”

You may be familiar with the classic advertising headline, “I know half of my advertising isn’t working.  I just don’t know which half.”

This is very familiar territory for marketers – and it’s exactly what’s wrong with brand advertising.

You spend money on advertising and you see sales go up.  You assume the increase in sales was the result of your advertising.  And so you continue to advertise.

But which ads were responsible for your sales?  And which ads are wasting your money?

If you knew the answer to those questions, you would be able to drop the unproductive ads and expand your investment in the high-performing ads.

That’s where direct response can help.

We’ll show you how to track and measure response from your advertising, direct mail, email, website marketing and everything else you do.

Direct response across marketing channels

We all know how direct response is used in direct mail.

And we are starting to see the impact of direct response in search marketing and online advertising.

But it shouldn’t stop there.

You should be using direct response with every marketing channel.

Let us show you how.

Creating offers that generate response

Direct response strategy starts with an understanding of the offer – and how different offers will generate different levels of response.

In no time at all, you’ll be to see how response rates can be predicted by the type of offer you are using.

As part of our work with you, we’ll help you develop an offer strategy that you can apply over an extended period of time to find a consistently effective method of marketing.

Tracking response sources

It’s good to get leads, but if you don’t know where they came from, you won’t know where to re-invest your advertising dollars.

Many companies will ask their prospects and customers what got them to respond.  This is an inconsistent and inaccurate way to track your response.

What you need are landing pages coded to each advertising source, and telephone codes to track responses that come in by phone.

We’ll show you the options for doing this.

Response quantity vs. quality

Not all leads are created equal.

When you look at the leads your campaigns generate, you can very quickly see that some leads are highly qualified and some are not.

You can see that some prospects are serious potential buyers and others are not.

You can see that some are ready to buy now, while others have a long-term timetable.

These are important factors in your final analysis.

Measuring against cost

Overall response and response rates are important first steps in the response analysis, but you also need to consider that your marketing campaigns come with different costs.

Therefore, your analysis should factor in the cost of each individual marketing campaign.

You will want to develop a cost-per-lead or cost-per-qualified-lead comparison.

Looking at the entire sales process

Most of the response work we do is for lead generation – the front end of the sales process.

But the sales process often involves multiple steps and direct response can help you through each one of those steps.

Let us help you improve your lead nurturing process.

Direct response objectives

Our direct response consulting services will help you achieve a number of marketing objectives.  We can help you:

• introduce tracking and measuring strategies for all marketing activities
• determine most effective current activities, media, offers, formats and creative
• recommend adjustments to current program to improve results
• generate leads at desired quantity or quality levels
• acquire leads and customers at a desired cost-per levels
• develop a consistent and persuasive lead nurturing program
• improve organization, messaging and overall image of website
• introduce lead capture strategies for website
• collect data about customers and prospects with surveys
• develop strategies for each step in the sales process
• enhance reputation as thought leader through speaking and writing

What you can expect

With our direct response consulting services, you can expect the following:

Improved performance – with every project we implement, our goal is to improve results – both your results and ours.  Even when programs are successful, we continue to tweak different elements to achieve ever better results.

Greater consistency –  we don’t like one-hit wonders.  When we find something that works, we look for ways to repeat those results over an extended period.

More accountability – marketing requires an investment and you expect a return on that investment.  We believe you can track and measure response from every marketing activity.

Get started or learn more

So what’s your next step?  If you’re close to making a move, we’d love to talk.  Call Bob McCarthy at 508-473-8643 or send him an email at bob@mccarthyandking.com.

If you’re not there yet, let’s stay in touch.  Please join our mailing list and get all of our updates and articles.

Of course, if you have any questions, please don’t hesitate to call.