Can You Win with Lead Gen? How to Create Real Campaign Value with Online Lead Generation
When the new creative is ready, retest it with the same vendors. Retain those vendor partners who are hitting the acceptable conversion rate, and continue searching for new partners. Designate the one with the highest return as a “control vendor,” and continue to test the “control creative” with new vendors.
Step 3: Change your creative once every two or three months.
Just as you refresh content for offline direct marketing online marketing needs an infusion of new creative every few months or so. Even the best campaigns will start to get weak and fail if not refreshed. That means changing the whole message, from overall graphics to offered incentives.
Step 4: Test multiple creative with your “control” before you roll it out to several vendors as your main offering.
Experimentation is the norm online since 30 to 40 percent of the time results end up surprising you. In fact, the lion’s share of home runs is from that one fresh approach you just came up with. So always allocate five to 10 percent of your budget to testing out the stuff that’s new. As you get more experience you can even supplement the initial e-mail with alternative media like co-registration, search engines or even banners.
Online lead generation should be part of every online marketing campaign. Try these formulas — see noticeable results. Remember unlike the offline lead world, prospecting online is completely fluid. Your campaign will no doubt always be a work in progress. There is no default mode, no coasting, and no maintenance. You will always pursue the art of devising just the right campaign creative and the science of measuring which combination of creative, vendors and media produce the most cost effective result for your unique and evolving business.
Reader Comments.
Allan,
We spoke approx. 1 year ago. My first company was easymailinteractive and I wanted to teach you the online survey space.
In your article, I would like to hear your strategy on you work with your clients in getting them associate with the right sites. This seems like to me to be the most important.
Do you tell your clients all of the properties they will be posted on?
It’s all about the SEO & content in my opinion.
Brian
http://www.rdibizdev.com
Leave a Comment
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