4. Develop Clear Follow-up Processes
Auto-responder Emails: Once a user signs up for an offer, follow-up emails allow you to remain in contact with your potential customers throughout the lead generation process. The content of your emails, as well as, the timing, and delivery rates affect overall response. Employ a professional copywriter and/or
marketer to write and analyze the results of your email campaign.
Call Center: If a sale is complex, it can be beneficial to have a phone conversation with a potential customer. This approach gives you an opportunity to answer questions and explain the product or service in more detail. Conversion rates from qualified lead to sale from this approach are typically higher than those without human interaction.
Direct Mail: You own the database generated from your lead generation program, so if the postal address is collected and validated, you can use it to send catalogs, coupons and special offers. This is a great way to build a relationship and keep your brand top of mind. 5.
Measure Results Conversion rates the goal of lead generation campaigns is to collect qualified leads that convert into sales. It is impossible to judge the quality of a lead generation campaign purely by the number of leads generated or their cost. Measure conversion rates at various points during the lead to sale process and effective cost per acquisition rates to ensure profitable, repeatable results.
5. Measure Results
Conversion Rates: The goal of lead generation campaigns is to collect qualified leads that convert into sales. It is impossible to judge the quality of a lead generation campaign purely by the number of leads generated or their cost. Measure conversion rates at various points during the lead to sale process and effective cost per acquisition rates to ensure profitable, repeatable results.
Lead cost: Don’t be fooled by the “cheaper is better” mentality. You get what you pay for. More expensive leads are usually exclusive, verified and validated. Your decision to stop, continue or expand your lead generation program should be based, on your profitability.
Shop, test, measure, and repeat the cycle until your volume, quality and profitability goals are met.
Metrics: It can take up to six or more touches to convert a lead into a customer, so it is very important to define and analyze metrics for each stage of the lead generation and follow-up process. By examining each stage, you can quickly and easily identify areas that can be improved in order to optimize performance. Lead generation campaigns are not always successful with the first attempt. It takes time to master the process. Put aside a reasonable budget, at least $5000, for testing and learning.
6. Don’t go it Alone
Now that you know what it takes to implement a successful lead generation campaign, you’ll need to make sure you have the tools you need to execute. If you don’t have the time, money or resources to build your own technology, consider outsourcing. Hire an experienced
marketing company or consultant to lead you through a process that will provide you with maximum value and minimum risk. Experienced Internet marketing companies can provide you with the tools and technology you need to make a substantial impact to your bottom line.
