BRX Pro Tip: 30 Day Lead Test
Stone Payton: Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, describe this 30-day lead test idea.
Lee Kantor: Yeah. You know, I’m a big fan of running experiments, and a 30-day lead test is one of those experiments that I think are worth running from time-to-time. This is something where you run a 30-day lead test in order to boost qualified leads. And then, the key here is to focus in, lean into this idea of experimentation. And you want to set kind of measurable goals. And you want to use this as an opportunity to really learn about kind of your sales process and where there’s opportunities.
Lee Kantor: So number one, if you want to run a 30-day lead test, define whatever it is the metric that matters. Once you determine what that metric that matters is, choose only one variable to test. And one of those variables might be the channel. So like say, you’re going to lean into LinkedIn. I’m going to focus in on LinkedIn. I’m going to run a 30-day test. And I’m going to see if I can get more leads via LinkedIn. Then, you have to identify clearly who is going to count as a lead, you got to be clear. And then, once you’ve identified that target, you have to create a targeted message with a clear call to action.
Lee Kantor: So you’ve got the channel, you’ve got the who, and you’ve got the message. And then, you just kind of simply launch it and track it daily. Just look at, you know, what is the activity you have to do and then just count. And you analyze and optimize every week. And as you’re optimizing, if you’re not getting any response, you maybe change the messaging. You stick with the channel, change the messaging every week until you get some sort of result.
Lee Kantor: At the end of the 30 days, analyze the overall lead quality, analyze the volume, and analyze what was the messaging that moved the needle the most in the process. And then you decide, hey, is this something that we can scale and do more of? Is this something that we should abandon? Is it something that we should maybe tweak or pivot a little bit? And then, you assess to see if this was an effort that’s worth repeating.
Lee Kantor: And if you do these kind of focused 30-day tests, and you include this type of tight measurement, and you include some sort of tweaking and iteration, you’re going to be able to build a repeatable engine for attracting qualified leads more predictably over time. So, embrace experimentation, and one of the things to experiment with is this kind of 30-day lead test.
