5 Important Steps to Get your Online Lead Generation Right
December 19, 2008 at 10:50 am Arun Krishnan 1 comment
Earlier this week, the IAB issued lead generation guidelines for advertisers and publishers. This is important. As many advertisers move their dollars towards pay-for –performance advertising, they will shift their dollars towards search engine marketing and online lead generation.
Photo Credit: doug88888
There are already numerous recommendations and best practices in place for the search engine marketing segment of the ROI advertising market.
Here’s a quick checklist for online lead generation. Be sure to check for the following criteria as you begin an online lead generation campaign:
1. Transparency: Know where your campaign is running so that you can optimize your campaigns effectively.
2. Daily caps: Make sure you can set your lead volume/day so you can manage your budget.
3. Open: Make sure you are not limited to a certain set of publishers. You should have access to the whole market.
4. Real-time: Make sure you get leads from your publishers in real-time.
5. Fields: Don’t collect too many fields up front. It will drive up the cost and increase drop-off. Collecting basic fields such as name and an email address is a great way to start a conversation. Remember how successful the Obama campaign was through just email.
In addition, all advertisers should remember that especially in a tough economy, the front end of the campaign is only half the campaign. Make sure that you are following up on your leads in real time and monitoring how they convert into acquisitions and sales revenue.
These rules are commonsensical and are things you would do with any campaign. But by following them, you will be able to build that pipeline of leads for your community site or newsletter much more cost-effectively. Which is a comforting thought that is likely to increase holiday cheer.
Jon Beardsley
Chief Revenue Officer, Pontiflex.
Entry filed under: Best Practices, Europe, Lead Generation, Online Advertising. Tags: .
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Mike Thompson | December 19, 2008 at 7:07 pm
Good info about leads and lead generation and I agree that there is no need to pay extra for more fields.
The Obama campaign was successful not only through email but though use of the iphone and messaging as well, getting voters to come out and vote for him.
There are some new highly innovative lead generation system that have come to light recently that use text messaging and mobile marketing systems.