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Obtaining truly qualified leads is one of the essential keys to ongoing
revenue development. Leads should be obtained from a mix of several
sources such as: your company's collateral materials, web site, micro
sites, landing pages, opt-in email and direct mail campaigns. However,
as more companies use these tools and technologies to reach the coveted
50 + demographic they are being bombarded with an onslaught of
information daily. The SMA staff has extensive industry experience; we
truly understand the nuances of the 50+ market and can make your
message stand out! SMA's professionals have proven track records of
success and have worked in the trenches and understand what it takes to
get results. SMA can either augment or provide your organization with
the experience and careful planning needed to execute a successful
digital lead generation or customer acquisition campaign.
"A lead is a lead…Really?"
Many lead generation companies state they provide "qualified" or "hot"
leads," but in reality that quite often is just marketing hype. Company
having their sales force work through the list of leads to discern
"real" qualified prospects takes valuable time away from highly
compensated salespeople and can cost organizations dearly in hidden
labor costs and profitability. SMA offers unique customizable
qualification programs to meet your needs. We can work together to
provide trigger identifiers to determine a truly "hot" lead versus a
"warm" lead. When a company is provided an SMA lead they know the exact
value of the lead based on a predetermined mutually agreed upon lead
scoring system.
Co-Registration Leads
Co-registration leads are an excellent source of lead generation if administered in the proper manner.
The person requesting the information should be made fully aware they
are requesting additional information and expect some follow up action
to be taken by a company to fulfill their request. There should be no
hidden agendas. An example would be for John Doe to check the "YES" box
to receive a quote for Long Term Health Care Insurance. SMA provides
you or your client all collected contact information (address, email,
phone and other related information) based on the action taken by the
end user. We can also time/date the lead so that you know the exact
time the lead was generated. If your company prefers additional
information to qualify a lead, a custom co-registration can be
developed. The custom form can provide pretty much any type of
information such as income, date of birth, interests, or any other data
that would help qualify the lead. Co-registration is a low cost lead
generation solution that can quickly build sales leads, email lists or
databases with information regarding people who are interested in your
services and products.
If you are new at purchasing on-line leads SMA would
like to point out a couple of factors that are often overlooked by
companies just starting out in this area. Some services will offer
their visitors incentives such as free "points" or other incentives to
encourage them to sign up. In certain situations the incentive being
offered is what motivates the end-users to opt-in or is the only reason
the end-users are interested in learning more about your offering. In
addition, several lead generation services say they will supply you
with "opt-in" leads (where visitors need to check a box), however, they
are really providing you with "opt-out" leads. The difference being
that in "opt-out" offers the visitor must actually un-check a box not
to be subscribed. This can cause problems, especially if these offers
are mixed together or presented in an otherwise deceptive manner. Be
sure to check out the sign-up process of any co-registration service
before agreeing to partner with them to represent your company.
Microsites/Landing Pages
Microsite or single landing pages are powerful tools to communicate a
focused marketing message to specific target audiences. These sites can
be designed to handle registrations, online ordering, lead capture and
qualification, personalized content, and more. Using microsites and
single landing pages remove the risk of overwhelming the end-user with
information overload and avoid potentially confusing site navigation.
Properly created microsites can increase a company's brand awareness,
shorten the sales cycle and improve the percentage lead generation
response. Microsites provide tangible metrics to gauge the campaign's
success including: the ability to view which visitors or customers have
visited the microsite, know from which campaign they were directed, and
provide detailed tracking of each user's actions. This information can
allow your company to create targeted follow-up programs based on the
analysis. |
