Marketing
Cost per lead fell by a third. Cost per customer went up.
When the cheapest leads produce the most expensive customers, the problem is rarely the marketing team. It is the metric they were handed.
Rialto Bridge
Marketing
Articles on marketing.
Marketing
Spend doubled. Leads doubled. Revenue barely moved.
Cost per lead stayed flat while the return collapsed, and the number that would have explained it was never on…
Marketing
The rating is 4.8. Every one-star review says the same thing.
Most businesses manage the average review score. The information a prospect actually uses, and the defect log a business could…
Marketing
Every competitor claims the same three things. None of them would claim the opposite.
There is a one-line test for whether a positioning claim is doing any work, and most of what sits on…
Marketing
The reviews average 4.9. The most recent one is from 2023.
A high star rating that has stopped moving says something to a buyer that is very different from what the…
Marketing
Seven in ten clients arrive by referral. Nobody has heard the sentence that sent them.
Referral is the only channel where your pitch is delivered by an amateur, in one sentence, with no brief, to…
Marketing
The enquiry arrived at 9:14. Someone called back at 4:40.
Most firms track how many leads they get and how many they close. The interval between those two events quietly…
Marketing
Cost per lead fell 31%. Cost per customer went up.
A cheaper enquiry is not a cheaper customer, and the gap between the two is where most acquisition budgets quietly…
Marketing
There are eleven reviews. The newest is three years old.
A stock of testimonials depreciates faster than most owners expect, and the decay shows up in conversion long before anyone…
Marketing
Paid spend doubled. Enquiries rose 6%.
When acquisition spend rises far faster than total enquiries, the channel report is usually still reporting a healthy cost per…
Take it further
This is the general pattern. Your business is the specific case.
Everything here is free to read with an account, and always will be. What it cannot do is tell you which of these applies to your numbers, your market and your constraints. That is the work we do with clients.