As with anything there are trade offs. In baseball you can trade for a power hitter who hits 40 home runs per year but he also strikes out 200 times per year. So do you want 40 home runs at the expense of 200 KO’s? Same happens in marketing. For example, we want users to fill out forms on our website. At the same time we don’t want to get a lot of SPAM. We can put a CAPTCHA on the web form but that sometimes can stop a well qualified lead or inquiry from coming in. Deleting a few extra spam comments is a small price to pay.
Tracking is so important in addiction treatment lead generation and web marketing. In the drug rehab industry tracking can be time consuming. We use software to track the calls and web forms. It is called Call Tracking Metrics. Here’s the challenge when we do call tracking. It requires someone to go in and score the calls. Usually this is the busy admissions person. It is time consuming. It breaks workflow. It can be labor intensive to some but the benefits are enormous.
Many centers think they do call tracking by “counting the calls.” But there is much more to it than that. If you are not doing call tracking correctly then be prepared to see a lot of your marketing dollars leak out the back door quickly.
Web design is another area where there are trade offs. If you are spending upwards of $20K per month on PPC traffic in addiction treatment marketing then you want to make sure you have a website that converts. You can save an extra $5K by putting up a great website that will get found but if it were me I would not only want to b e found I also what the people that come to my website to CALL ME! What makes them call? T-R-U-S-T. (One word) TRUST. It better look great! The logo and identity better look like there was some though and effort put into it. Do you have trust icons on the home page? Do you have insurance icons on the home page? Are the testimonials credible?
So the bottom line is we have trade off’s in pretty much everything in life…..and that is OK. 🙂