Lead Generation

Lead generation from a web centric point of view

This is the process of developing qualified prospects from a pool of visitors to your website is. These visitors are generally referred to as “traffic”.

Visits to your site are great, but if they’re not your audience it’s worse than not having any traffic at all. Too many of the wrong visitors can give you a false sense of security and reduce your ROI. If left un-detected, these visitors can ultimately send your entire web marketing strategy in the wrong direction. Equally important as your visitors is what your staff does with the lead once you have it (more about that in sales optimization).

Using our systematic approach of analyze >plan >test >deploy >measure >adjust we can find your target audience and speak to them in their language. We start by listening to you…the client. Tell us what you know about your customers; who are they, where do you find them now? What are commonalities in their lifestyles, interests and needs? What is working for you now; what have you tried that has not worked? We then take your experience and add to it our understanding of marketing fundamentals and specific research into your industry segment. Once we think we understand where we can find your customer we plan… (see “how we work”)

Using this approach we develop each marketing campaign be it pay-per-click (PPC), online display ads, email, television, direct mail, print advertising. We also use this approach for non-paid advertizing such as tech article submission, and search optimization; our philosophy is four un-paid leads for each six paid leads.

One of the most important and often missed steps is “test”. No matter how good we are, we probably are not going to hit a perfect score the first time out. Testing is required, refinements will be made. This is the opportunity to see if projections for things like traffic volume, cost per click, and return on investment are realistic.

Now it’s time to deploy.

As campaigns unfold results are measured and compared to goals set for the marketing effort. We use and recommend Google Analytics; besides being free it is one of the most complete and robust website measuring tools available.

Now the process of adjustment begins. As traffic volume builds so too does the statistical value of the trends which emerge. Observing trends allows us to “fine tune” your campaigns maximizing the return on resources dedicated.