The Significance of Simplifying Your Offerings

On a regular basis, we evaluate the services we provide to our clients. Around 6 months ago, we added a service which we called call-tracking. On today's episode of Journey to $100 Million, listen in as Erik explains why we recently stopped offering this service to our clients and prospects. Call-tracking is when you list a specific phone number that goes through a third party system on an ad/site page in order to understand where certain calls are coming from. Even though this number is different from the office number (so you understand where these calls are coming from), your office number is still the number that rings. The reason for this is because as a marketer, you want to be able to show that there are calls stemming specifically from your ads or other work you may be providing. The problem with this is that you must verify these calls that are coming in to ensure they are leads, and not just spam or a returning customer. In doing this, it takes an army of employees/interns to do this and listen to every single call. What we found in this verification was that only 1/3 of these calls were actually leads. We were spending an enormous amount of time and money to confirm these leads - and we suspected that our clients did not care. So, we went out and asked if our clients if they cared about this service, and an overwhelming majority of them stated that they didn't care, or just didn't respond - so we dropped the service. Why were we actually tracking phone calls, if we knew a majority of these calls coming in were complete garbage? When you have the opportunity to simplify your offerings, especially if it is not proving value, do it! The last thing you want to do is take on the burden of extra expenses, and carry them with you to every new client/prospect. If no one cares, don't do it! — Erik J. Olson is an award-winning digital marketer & entrepreneur. The Founder & CEO of Array Digital, he is also the host of the Journey to $100 Million Flash Briefing and daily podcast, and the organizer of the Marketers Anonymous monthly meetups. — Kevin Daisey is an award-winning digital marketer & entrepreneur. He started his first company when he was just 23, and is the Founder & CMO of Array Digital. Kevin is the also the co-host of the Journey to $100 Million Flash Briefing and daily podcast, and the co-organizer of the Marketers Anonymous monthly meetups.