Looking For Way to Improve Your Lead Generation Efforts?

October 5, 2009 | By Marc Porcelli | No Comments »

Every online marketer, particularly in a “great recession” such as ours is looking to to get more from less. Recession or not, there are some best practices that all organizations should follow when it comes to online lead generation. Marketing Sherpa recently released a study (link will expire by mid October 2009) titled, Improve your Lead Gen: 8 Takeaways from the B2B Marketing Summit – although this is tailored to the B2B audience, it is relevant for B2C online marketers.

There are eight main themes to the study:

  1. Re-engage old leads now!
  2. You need a map to know where you are
  3. Your existing content can work harder for you
  4. Focus on opportunity cost when making budget decisions
  5. Broaden your conversations within organizations
  6. Investigate whether you have a relevance gap
  7. Design systems to help you make sense of all your data
  8. SEO and PPC are never-ending processes

I am particularly a fan of the first point, re-engaging your old leads. I work with so many organizations that send the same static email to their users when they first become customers and who send the same dull messaging to inactive users. Organizations should try something different, how about a percentage off, or free shipping, perhaps a buy one get one free deal or an incentive with a give-away. It’s all about engaging your users through relevant value-added messaging!

Other pointers that organizations seem to lack are having a road-map of where they current are – accurate statistics are key. Marketers should ask themselves and know (for pay sites) what the average revenue per paying user (ARPPU) by age demo and traffic source. Too many organizations don’t track this. How can you know where you are going, if you do not know where you are?

The relevance gap is also key – organizations need to do more than to assume users are interested in what they are providing. Sites need to pay attention to analytics and click patterns – better yet, actually ask your users what they find engaging. Finally SEO and PPC are in fact a never ending and always changing process. The landscape is constantly evolving, organizations should never be satisfied with their SEO and PPC – you can always do better.

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Category: Conversion, Marketing Strategy, PPC, Recession Marketing

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