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Lead Generation is Not an Island

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In order for lead generators to become a valuable fixture in an advertiser’s marketing mix, they need to be mindful of what happens after a prospective customer connects with the brand. Leads are an important piece of the puzzle, but their true worth is determined by whether or not they will convert into sales. The potential for conversion begins with a lead generator’s method of nurturing leads, what DMi Partners calls the Connect. Engage. Convert. process: connecting with and engaging each consumer while tracking and optimizing the campaign to ensure conversion.

CONNECT

The ability to profile an advertiser’s ideal consumer is paramount for the selection of campaign placements. Securing placement on the right site with the right target audience will dictate the value of opt-ins.

ENGAGE

A lead generator also needs to be creatively savvy. A compelling message in an auto-response email can mean the difference between a consumer clicking delete or taking the first step to become a loyal, lifetime customer. Different subject lines, email creative, and call-to-actions must be tested in order to determine the most effective messaging as quickly and efficiently as possible.

CONVERT

At the end of the process, sales are what really matter. Conversion metrics need to be analyzed at a source level in order to determine the highest performing placement. Lead generators should maintain an ongoing discussion with an advertiser to ensure that leads are performing to certain standards and helping the client meet its goals. The analysis and implementation of this lead-to-sale conversion data is necessary for optimizing lead generation campaigns and continuously improving results.

DMi Partners takes the time to understand each client’s needs and customize the steps within the Connect. Engage. Convert. process to make sure those needs are met. If you’d like to find out more about our process and how it can work for you, email our team at info@dmipartners.com.


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