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Maximize Your Lead Generation Results

Maximize Your Lead Generation Results. Agenda. Experience Why Lead Generation Lead Generation Strategy Testing and Optimization Best Practices and Key Learnings. Direct Agents – Our Experience. Award winning performance-focused digital marketing agency

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Maximize Your Lead Generation Results

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  1. Maximize Your Lead Generation Results

  2. Agenda • Experience • Why Lead Generation • Lead Generation Strategy • Testing and Optimization • Best Practices and Key Learnings

  3. Direct Agents – Our Experience • Award winning performance-focused digital marketing agency • Over 9 years of experience providing lead generating solutions • Extensive and robust lead generation service • Large reach including Spain, France, Germany, UK and USA

  4. Our Clients

  5. Why Lead Generation • Lead Generation is the act of connecting consumers with brands and is a vital component of establishing the initial flow of potential consumers • Lead Generation is ideal for: • Acquiring new customers • Building a database • Creating or expanding a member loyalty program • Reaching and targeting your ideal customer Average Conversion Rates in the Marketing to Sales Process

  6. Importance of Lead Generation • It is important to continue to replenish and add new customers to your database • Hard to hit goals with retention alone • Cost effective medium to acquire new potential customers • Win-win for both the consumer and the brand- consumer is requesting information on a product they are already interested in, brand is pitching their product to somebody who is interested and has given permission • Conversion rates on leads often have a higher conversion success rate than cold contacts because the prospect is pre-qualified, before you ever receive the lead

  7. Lead Generation Strategy • Step #1 • Establish a comprehensive plan that ties in sales and marketing goals • Establish goals for lead generation campaign • Lead price should not be the sole metric • Focus should be on back end ROI • Not all leads are created equal • Step #2 • Identify acquisition channels and sites that will match your campaign’s core demographics • Acquisition channels include:

  8. Lead Generation Strategy (cont.) • Step #3 • Maximize your campaign with an effective landing page • A small increase in your landing page conversion rate generates more conversions for the same cost • An effective landing page should provide a CLEAR answer to the need • Plan for ongoing testing • Have a strategy and testing plan to optimize your conversion rate

  9. Lead Generation Strategy (cont.) • Step #4 • Implement and execute a lead generation campaign with relevant publisher placements • Step #5 • Track campaign performance and analyze lead results • Step #6 • Based on results it is important to continue to test and optimize your lead campaign to ensure optimal performance and results

  10. Testing • Develop and test at least two variations to increase and maximize click-through and conversion rates. Areas to test include: • Headline Copy – Main Value Proposition • Hero image • Call to action copy • Key product or service benefits • Number of fields collected • Long form vs short form

  11. Types of Testing • A/B testing • Test 2 versions with significant differences • Used for initial tests or sites with lower traffic • Multivariate testing • Testing several combinations of content simultaneously • Excellent approach for ongoing conversion optimization

  12. Testing Example Winning combination- 15.35% increase in click to conversion - 37% improvement Original creative and copy

  13. Optimization Solutions The conversion process goes beyond the initial lead from the landing page. • Conversion Funnel Optimization • Improvements to multi-step processes. • Website Analytics • Track abandonment down to specific form fields, gather additional intelligence. • Test New Partners or Expand Current Partner Reach

  14. Best Practices and Key Learnings • Lead generation is a cost effective way to acquire new customers and develop a database of consumers interested in your brand • Important to develop a strategic plan based on sales and marketing goals • Not all channels of media will be a fit for every client • The first step in any campaign is to identify the channel or channels that will work best for your business based on previous experience and knowledge. • Landing page testing and optimization are key to driving increased conversion rates and continuously improving your ROI

  15. Thank you for your time Megan Conahan VP of Advertising Sales megan@directagents.com 001-212-925-6558 x106

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