One of the differences in managing a new radio client versus a digital advertising client is attending the weekly or bi-weekly status or check-in meeting. This meeting is designed to check in on results, make adjustments, and see how things are working. With a performance stats-driven ‘dashboard’ tracking all the various KPIs, it’s a lot to cover. Especially if the client isn’t selling more stuff at the end of the day, clients can get frustrated by a lack of conversions despite solid metrics like impressions, clicks, or engagement. To handle this situation effectively and avoid having KPIs become “meaningless,” you and your team can take several steps:
It’s All About the Funnel
Explain the Customer Sales Path: Help the client understand that KPIs such as clicks, impressions, or engagement show different sales funnel stages. It is similar to the radio sales funnel. For example, strong CTRs indicate interest but may not always lead to immediate purchases. The bigger the customer purchases, the longer the sales cycle.
Show the Conversion Path: Use Google Analytics to demo how people moved through their website or how leads are progressing. Explain that purchasing decisions often take multiple touchpoints. Maybe the customer is stopping at the price sheet and leaving the website. That may mean pricing doesn’t match up with the customers’ expectations.
Track Conversion Metrics: Focus on metrics such as form fills, lead generation, or phone calls to show concrete actions beyond clicks, especially for high-consideration products or services that require more deliberation. Ensure whoever handles those form fills gets the correct info and knows what to do with it.
Look for Bumps in the Road
Analyze Conversion Rates: If people are clicking through but not purchasing, there may be an issue with the landing page, messaging, or user experience. You can analyze bounce rates or time on the page to identify where potential customers might be dropping off and suggest fixes. You were hired to get the prospects there, and now you must help them stay. MAKE SURE THE CLIENT KNOWS THIS! As radio reps, we often deliver the customers to the business and then have no control over what happens, but not so with digital!
Investigate Product or Service Fit: It’s possible that the product/service isn’t resonating with the audience. A survey monkey or feedback loop could help the client understand why interest is not moving to immediate sales.
Use Attribution Models
Explain Attribution Windows: Some clients may not see immediate purchases, but that doesn’t mean the campaign isn’t effective. Purchases may happen after multiple touchpoints, and tools like Google Ads or Facebook Ads can help demonstrate where in the journey ads influenced the decision. The bigger the purchase or lifestyle change, like a new home, the longer the window should be.
Multi-Touch Attribution: Use attribution models to show your campaigns’ role in multiple stages of the customer’s decision-making process. This helps explain how ads contributed to the eventual sale, even if the conversion didn’t happen immediately.
Set Client Expectations
Be Realistic: At the outset, ensure the client has realistic expectations. If the product or service has a longer sales cycle or requires more customer education, they must be prepared for that reality and wait for the results.
Show Benchmarks: Compare your KPIs against industry benchmarks. Exceeding averages for your sector proves the campaign works, even if immediate sales haven’t materialized.
Suggest Testing & Optimization
A/B Testing: Offer to test different ad creatives, calls-to-action (CTAs), or landing pages. Small changes can sometimes make a big difference in conversion rates.
Optimize for Conversions: Focus on retargeting or remarketing campaigns to follow up with potential customers who didn’t purchase the first time. This can help nudge people who have shown interest but haven’t completed the purchase yet.
Review External Factors
Market Conditions: Explain that market conditions, seasonality, or competitive factors might influence buying behavior, even if the campaign KPIs are strong.
Pricing & Promotions: If the product or service isn’t competitive in terms of pricing, customers may click through but not convert. Suggest revisiting pricing strategies or running promotions to entice conversions.
The key to avoiding a disconnect between strong KPIs and perceived sales outcomes is to have transparent, data-driven conversations with the client. Walk them through the sales funnel, adjust expectations, and use a combination of data analytics, attribution models, and conversion tracking to show how your efforts contribute to their overall business goals.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
