Lead generators primarily use the Internet to generate customer enquiries, so should you worry about the source or the enquiry and are there more successful techniques than others?
As a company your primary concern is ensuring a good conversion rate to boost your company’s revenue. So long as the enquiries suit your needs and give you an excellent opportunity to convert, should you really care about how their generated?
Before addressing the question of which source of generating enquiries is best, here’s a quick overview of the three main techniques Quotatis implements:
- Search (SEO)
This is an extremely hard marketing tactic with hundreds, and possibly thousands of competitors on the web. For your website to rank well on Google, you need to include keywords, relevant content and excellent links.
A consumer may type in ‘solar panel quotes’ into the search engine, then clicking on your website amongst the listings available. The hard part is getting your website into the top 10 for many keywords so as not to lose out on a large proportion of the market.
- Pay-per-click (PPC)
Pay-per-click is a form on advertising that relies on choosing the right keywords and an great landing page. The adverts are displayed on the right-hand side and at the top of the page on search results.
Every time a customer clicks on a link, the lead supplier pays Google. PPC can be a gamble for lead generators and is often a trial by fire technique until the keywords with the best success are found.
- Email marketing
Emails prove to be a highly successful form of marketing for lead generation. They often target consumers who have shown a previous interest in your product, but haven’t pursued with an investment, either because of financial difficulties or it wasn’t right at the time.
Emails offer a reminder to the consumer of the product, recap the benefits of investing and relight the fire. Those who are fully loaded with all the information can make a more informed decision, giving you a better chance to convert the enquiry into work.
So which is the best for you to convert?
All evidence suggests that the three marketing strategies are equally placed in online lead generation. Essentially, the customer shows an interest in the product, clicks a website link or advertisement and then completes and online form with their contact details and work specifications.
There is no reason why leads acquired through any of the above would be less successful than the other two. This is why Quotatis uses this three-pronged tactic for generating consumer enquiries.