Get ready for 2010!
MyIntroducer.com12-22-2010
January is traditionally a busy time online.
After the lull in activity over the festive period, consumers rush back online from January 1st looking for everything from electrical goods at knock down prices to financial advice. If you are a lead buyer gearing yourself up for the influx of business that the New Year delivers then it might help to consider for a few moments how a consumer searching online becomes a lead that appears in your inbox.
With the proliferation of broadband and finance related websites, the average UK consumer is going online more often and visiting more websites to look for financial advice. They are filling in more forms and submitting their details multiple times. Whereas previously they may have left their information at a later stage in the sales process – i.e. when they were ready to make a purchase – now they are looking for advice at an earlier research stage. The result is that when buying leads, you get access to the consumer in this earlier research stage and will therefore require more time and effort to convert into business.
This is an effect experienced by many online companies and is not something exclusive to the world of lead generation. So a firm buying 100 leads in a month, is receiving the information of consumers who have gone through a journey described above. Although each consumer has filled in the same form and given their express consent to be contacted, they will all be different.
It is impossible to predict whether an individual lead will convert into business but the law of large numbers means you can predict what will happen on a larger scale. Essentially, lead generation is a numbers game and conversion rates, contact rates, interested customers etc. can all be predicted but only from a statistically significant sample. That means usually at least 100 leads over a period of a month or so.
When you start your lead generation campaigns for 2010, remember the above and make sure you are prepared to work every lead properly over the course of the month. Persistence is key and only after you have hit that 100 lead mark can you really make an accurate measurement of how successful your first campaign of the New Year has been.
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