Marketing campaigns geared for lead generation are challenging to execute successfully. First, online marketers have a world of options, including SEO, PPC, email marketing and social media; determining (or even guessing) which would be most effective is always problematic. Second, no matter which option is selected, collecting and interpreting data is difficult, making campaign improvement extremely hard to accomplish and ROI nearly impossible to calculate. Third, the ground rules for online marketing change on a near daily basis — best practices and technology don’t stand still long enough for lead generation marketers to get their arms around.
For all of these reasons, Straight North,an SEO company in Chicago created the Internet Marketing Lead Generation Ecosystem infographic. It’s designed as a visual guide to help marketers:
· Understand how various online marketing components fit together to create a successful Internet marketing campaign.
· Identify issues in currents campaign that can be costing the business leads.
· Develop new ways to modify and scale current campaigns to maximize leads and sales.
One of the most important components of a lead generation campaign is lead validation, which appears in the lower right portion of the infographic. Lead validation is the manual review of phone and form conversions, to separate true sales leads from non-lead inquiries.
Lead validation is often overlooked, but extremely important, because non-leads constitute as much as 50 percent of lead generation campaign conversions. Non-lead conversions include spam, partially completed forms, sales solicitations and customer service inquiries.
If a company makes campaign changes and calculates ROI based on conversion data rather than lead data (as most companies do), their changes and calculations are likely to be very far off the mark. For instance:
· In a PPC campaign, a keyword may generate lots of conversions, but few leads. Looking at conversions only, a campaign manager will put more emphasis on a keyword that is in reality not performing.
· Campaigns judged on conversions may not realize lead production is stagnant or declining, and thus spend money on campaigns that appear to be productive but in reality are not.
To identify similar gaps in your marketing campaign, please take a look at the infographic — we hope it helps make your campaigns stronger in every respect.
Brad Shorr is Director of Content Strategy at Straight North, a Chicago-based Internet marketing company that offers services in SEO, PPC and web design. With more than 25 years of industry experience in marketing and sales, Brad has written for top online publications including Moz, Forbes and Entrepreneur.