In our ongoing series on lead generation, best place to start would be with some suggested best practices. And the best place to start with all things online is the IAB - Interactive Advertising Bureaux and their best practices as a media buying agency, our job is to match the target audience, with the possibility of online as close as we can to get the highest quality results for our clients - the best price, of course. While the media is a very important part, is not the only consideration. I also helped with the overall strategy of exploration, home sellers, and supervised several projects for our clients over the years. I saw great campaign and poor campaign and learned a lot over the years. Here are some tips to ensure a lead generation effort: 1. Define clearly the target audience. Sounds easy, but take everything from a quantitative analysis of current customer base in conversations with sales representatives to flesh out the full picture. Dun and Bradstreet seems to b
e the primary source, but there are others. We use several research firms telemarketing phone personalized customer databases to get a much better understanding, which is their customer. This is very granular, but always worth the time and expense if the project is well scoped out.2. clearly define the objective of the current campaign - the target audience for this product or offer in line with other campaigns? Do not assume that a customer definition will fit all efforts.3 marketing. Be clear about what constitutes a lead. Will be standard business card info, do you need or want the phone number or email address? You need or want more information - such as title, position, how far down the path they are making decisions? Additional questions may mean a result more costly, but allows much better targeting and tracking sales. If you do not define the up-front and communicate clearly with this data source can not get what you expect .... and guess whose fault that is? 4. Lead
quality. In addition to defining what you want in a lead, make sure the data source - ad networks, online publishers, lists, etc., can provide what you need and can justify how they determine the information. Transparency of data where ever possible, eliminate misunderstandings, poor driving and lack of closures or conversions. We ask questions rather media sources to be annoying - then I know we do our job.5. Landing Page - is clean and clear? Do not ask a series of additional questions to obtain more information on lead, but only 2-3 questions. No more and will discourage completion.6. Whoever is ready to lead the prosecution. Are driving will be marked? Eloqua Marketo and do a good job with this, but there are many other suppliers. Telemarketers were not well crafted scripts? Sales reps call on leads have enough information and training to sell well? 7. Lead feed. Rarely lead to close a single call or sales call. There is a program of contact points in progress - auto-re
sponder emails, telephone calls, etc. programmed scenario, lead to warm warm up to actually buying? When we have clients not happy with the quality of lead, and we trust the quality of data used to provide the lead, I question what happens once they are inclined to drive sales team.If not receive \' good \' lead, or are not sufficiently close to those being delivered and then some of these tips are not followed. Take another look at the entire process from the beginning, and start making improvements .------ Elyse Tager is founder Elymedia, a company marketing and media strategy. We work with clients to develop multi-channel online marketing programs that incorporates traditional and social media \\ u0026gt; \\ u0026gt; http://www.elymedia.com
No comments:
Post a Comment