Blog

Tuesday, 19 March 2013 by Peter Bell

5 reasons why you should care about 'One lead'

One Lead
  1. One lead is a human being - it could be YOU!
  2. One lead can be your best customer for life
  3. One lead can be your PR disaster (if abused)
  4. One lead is positive brand reconigition
  5. One lead could be someone you know - family, friend or acquaintance
Its easy to forget when conducting analysis of hundreds of thousands of leads on reports and spreadsheets that each and every one is a person who could make or break a marketing year. That is, of course, assuming you are collecting unique valid leads with real-life names and addresses!

This kind of focus on single lead generation used to be the preserve of b2b lead generation marketing. However, recent advances in marketing automation means you can personalise the marketing sales funnel to such an extent its akin to the personal attention attention normally associated with b2b client enterprise wins. These days, at the most basic level, theres no excuse not to refer to prospects/customers by first name (no more Dear member!). On a more advanced marketing level, other intelligent automated possibilities include:
  • knowing what they like and dont like
  • what they think of your brand
  • how they like to be handled
  • what they might want to buy next
We seem to be moving away from reactive marketing (abandoned check-out, lapsed behaviour) toward predictive marketing. The challenge is to target people before they fail to complete a purchase or stop opening emails. Anyone who has ever received a win-back email from a brand saying Did we do something wrong? is normally seen as nothing other than a doomed public admission of marketing failure. 

So next year in 2014, well most likely see less re-targeting advertising, especially in the face of default do not track settings baked in on new versions of Mozilla Firefox and Internet Explorer. Rather, the next gold-rush will be towards pre-targeting. In the past, advertisers have classicly failed to effectively use pre-targeting in most online advertising which has resulted in this perfect storm. Dire click throughs on banner advertising combined with massive increases in re-targeted advertising. Re-targeting is effective in as much that it is limited to converting previous site visitors (i.e. the warm prospect) rather than bringing in brand new customers from the cold.

So once the fog of this perfect storm clears, you will see I am not a number, my name is Peter and I am one lead.

Monday, 25 February 2013 by Peter Bell

Welcome emails - the most powerful email in the World

Welcome emails are effectively your first-date, so you HAVE to make a good first impression, otherwise youll never get engaged. This blog is a kind of prequel (credit to George Lucas for that word) to the original article I wrote about Engagement in Dont Marry your Leads, get Engaged First.

The welcome email is the single most powerful event in which to grab your new prospect or customer by the collars and scream how great your brand is and how buying from you is going to make their life better.

Its one of those rare occasions when you are potentially speaking to 100% of your audience. Even just using standard messaging, expect opens of 40%+ and click thrus of 25%+ on email. Compare this with regular internal mailings where 20% open is the norm - and you already have 200% uplift. This is clearly a marketing moment not to be squandered, by following some simple rules. Guaranteeing high opens and clicks on welcome emails boils down to three things:
  1. Timing
  2. Message
  3. Audience
1. Timing
Email deliverability plays a key part here as you want to be sure as soon as someone opts-in to your newsletter, a follow-up email arrives in their inbox (every second counts!). Other potential real-time event based messaging include where timing is crucial to performance include site revisits, shopping cart abandonment, Birthdays, etc

2. Message
It is best to keep the initial email clear and welcoming. However make sure you dont waste the opportunity to truly engage the reader. For example, if you only use a welcome email to say hello, thanks, well be in touch again kind of thing, then you should march yourself to the marketing court for crimes against email marketing. Instead, make an unforgettable impact by rewarding the email recipient with some news, free advice, or better still, an exclusive offer (with an expiry date).

Another point worth considering is to guard against email creepiness. Just because you can, doesnt mean you should. Do not stalk your customers! For example, if upon learning that a site visitor has not bought that dress, dont email with a message saying we saw looking at that dress, but you didnt buy. Whats wrong? Instead, to achieve a more positive ROI use we noticed you browsing on our site today, but maybe you couldnt find what you were looking for. Can we help? Chat now or email us

3. Audience
Targeting the right people is essential, getting timing and targeting right with the wrong audience will eventually spell disaster. However, the problem may not be immediately obvious to the naked marketing eye. The problem is that stats do lie, because open rates and even click throughs can remain high when employing the right message at the right time. Ultimately however, targeting the wrong people means those window shoppers are unlikely to turn into a high enough buyers needed for campaign success.

If you are still keen to learn more about the power of welcome emails, check out great examples of customer welcome emails courtesy of those nice people at Smart Insights.

Thursday, 14 February 2013 by Peter Bell

Love your leads

A timely reminder to always remember leads are real people requesting contact for information about your product or service. So, to that end, they deserve to be treated with respect in all marketing communications. The most appropriate way to communicate with tomorrows customer is largely due to a number of factors:

  • How expensive your product/service is
  • How complex your product/service is
  • How your brand is perceived
  • How your market sector is perceived
For example, when selling complex pension products is is of paramount importance to give as much information as possible at the beginning of the marketing purchase funnel backed by independent research and customer testimonies. Once trust is established, you can move the the next stage of giving specific advice and recommendations about how great your products are. The sale is a long-drawn out process which could take a matter of months.

Contrast this with a free trial for a magazine subscription and you can normally skip the first stage and move straight into the recommendation phase by focusing on the value of the offer. You can expect this level of sale to complete in a matter of hours.

To summarise - the marketing funnel for consumer purchases looks something like this:
  1. Give valid product information (build trust)
  2. Recommend product USPs (why youre the best)
  3. Close the deal
But above all, if you only need to remember one thing - Love your Leads - you wont go far wrong!

Thursday, 10 January 2013 by Peter Bell

Lead Generation - The Secret Recipe for Success

Photo Credit: Eddie Welker
To make the perfect lead generation campaign, you need to mix the following ingredients:
  • Generous helping of know-how - there is no substitute to direct experience, specialist skills and appetite for lead gen. knowledge
  • Layer of lead management software (in-house or outsourced) - in-house tech may be more customisable at first but can be a struggle to get internal resource without a service level agreement (SLA). Outsourcing may limit your options but you can often dictate terms much easier via an SLA.
  • Huge dollops of performance media publishers across multiple channels - the more options you have , the less reliant you are on any particular source. As a rule of thumb, its a good idea to never allow any publisher to represent more than 30% of the overall lead supply
  • Lastly, add secret sauce - YOU - Love, care and attention will get you everywhere in lead generation. All campaigns depend on tonnes of micro-decisions which continually influence potentially large campaign outcomes. This could range from updating email creative, follow-up call script, call to action, toggling validation filters to many more...

Even with all these magic ingredients added, blending the perfect lead generation campaign still requires battling with many external elements during the cooking process, including:
  • Daily changes in quality and volumes across multiple sources
  • Irregular patterns of data which could indicate fraudulent activity
  • Non-compliant formats of advertising copy being used
  • Hard-coding of variables meaning qualifying questions are not being submitted by consumer

To save your lead generation campaign from getting spoiled, employ the following tactics:
  • Pricing Tiers - Source volume capping according to quality and tiered based pricing to reward publishers who provide the best quality
  • Data checks - Automated processes can check foreign or repeat IP address submissions and invalid email address domains whilst manual eye-balling of leads from low quality data sources can reveal recurring name variations or gobbledegook which spam filters fail to pick up.
  • Policing - secret shopping sites and reviewing the adverts being used, is the only true way to enforce compliance
  • Analysis - Comparing average response of lead generation answer values against individual source stats can reveal patterns that are unlikely to be genuine volunteered responses. For example, if age of person is is a received variable and your average age split is 20-40 years old, a single source providing 100% 20-30s could be suspect and worth further investigation

Happy lead generation cooking for 2013!

Monday, 31 December 2012 by Peter Bell

2012 - Top Blog Posts of Performance Lead Marketing

Here is a little round-up to share of the most popular posts by page-view of PerformanceLeadMarketing.com:

  1. UK Exclusive - Google Affiliate Network is here - So far, its hard to tell what impact (if any) it has had on the affiliate market?
  2. Google Lead Generation - Sign-Ups from the search results page rather than click traffic - One to watch and was the inspiration for this Econsultancy article by Justin Rees asking Is Google selling Leads in the UK
  3. Lead Generation Marketing: Time for ROI to kill off CPA - Short-term CPA obsessions are clouding online marketers long-term ROI aspirations
  4. Dont Marry Your Leads - Get Engaged First - Dont sell to a prospect with one foot in the door!
  5. PPC Advertising is Dead... - Search is becoming more display, maps, video and data collection driven which means new search advertising models are springing up. Yahoo recently launched cost per lead (CPL) search
  6. Performance Agency vs Performance Network - Agencys do Networks, like Networks do Agencys. The lines are becoming blurred as network trading platforms and agency planning and media services become common to both sectors.
What a difference a year makes and wonder what digital delights 2013 will bring us.

Happy New Year