Targeted Lead Marketing
Need to generate more qualified sales leads?
Providing strong marketing ROI in today’s business climate requires a smart, aggressive and efficient lead generating strategy. There’s not much point to attracting traffic to your web presence if the visitors leave without interacting. You need to attract qualified leads to engage with you, so you can move them into your lead nurturing program – or even better, make the sale!
Understand your client!
In order to attract qualified leads, you really need to step back and evaluate your client profile – who are they, what are they buying (the benefits, not the product!) and what language do they use to describe what you are offering? Your WSI consultant can help you with the client segmentation and in-depth research on client search behavior. This work requires professional level expertise and tools that your consultant can access through the WSI network.
Understand your competition!
Your competitors will have a strategy for attracting leads – make sure you understand what you are up against and consider different approaches to connecting with your audience! Again, your WSI consultant is uniquely positioned to look at your competitors’ strategies and guide you into a position that will provide the best outcomes.
Work at getting better!
There are three things that need to be right for best outcomes on a lead acquisition program:
- The ad – or page – content and creative, whether it is a paid ad or a search results;
- The offer – it has to be compelling and clear to the prospect in order to get their attention;
- The conversion device, whether it is a landing page, a coupon or a contact page on your website, must be easy for the prospect to complete.
We ALWAYS get these right the first time. Well, actually, we use a well proven approach to evaluate different ads, offers and transaction completion models. You probably recognize the term multivariate testing (if you have ever gotten a bill from an ad agency, for sure!). We use statistically appropriate samples to evaluate different versions of copy, creative and offer and work continuously to improve all elements for our clients.
Just a “by the way”, this doesn’t end at the initial conversion point! Once you have connected, you need to nurture that lead! Even beyond that, we’ll work with you to optimize your whole program right through the back-office and operations delivery!
WSI can help you develop an effective lead generation process. Connect with your local WSI consultant now!
