What does lead validation in internet marketing mean?
Companies and entrepreneurs with lead generation websites often express frustration that sales leads trickle in or don’t come in at all. Even when they invest in robust Internet marketing campaigns like SEO or PPC, they still can’t seem to generate a decent number, let alone a growing number, of quality sales leads.
One way to get your Internet marketing campaigns rolling is to add lead validation to the process. As you will see in the presentation below, lead validation in internet marketing is a powerful technique that improves lead generation marketing campaigns more quickly — much more quickly, as a matter of fact.
Lead Validation in Internet Marketing – How it Works
Lead validation consists of reading all website form submissions and phone inquiries, separating the true sales leads from non-leads, and then tracking the sales leads back to their marketing source (SEO, PPC, email, social media, retargeting, etc.)
The reason lead validation matters: Half of a typical company’s website conversions are NOT sales leads. Along with leads, these non-lead conversions consist of things such as spam, incomplete forms, customer service requests, sales solicitations, personal phone calls, misdials, inquiries for the wrong product or service, etc., etc., etc.
When companies validate, they isolate sales leads and learn what initiated them. Instead of making campaign changes or evaluating campaign tests based on hazy conversion data, they are able to tweak and test based on accurate, relevant lead data — and this makes all the difference in the world.
Conversion data overstates and may misrepresent sales lead generation. For instance, if a given keyword in a PPC campaign generates 100 conversions and 10 leads, it is not as productive a keyword as one that generates 50 conversions and 30 leads. However, if a company doesn’t validate, it will base campaign decisions on conversions and put lots of emphasis on the 100-conversion keyword, and ignore the 50-conversion keyword. This is exactly the opposite of what should be done — the lower-converting keyword produces three times as many sales leads!
For a deeper understanding of lead validation in internet marketing and how it will help you reel in many more leads from your website, review the presentation now.
About the Author:
Aaron Wittersheim is an accomplished entrepreneur with more than 20 years of business and technology experience. He is Chief Operating Officer at Straight North, a Chicago-based Internet marketing company.