Lead Generation (CPA)

Lead generation, also know ask CPA (cost-per-action or cost-per-acquisition) marketing or “affiliate” marketing, is a service where the client only pays for valid leads. A lead can be defined as either a phone call (of a certain minimum length) or valid data from a form submission. In both cases, all leads are fully trackable and can be evaluated with monthly reports for quality.

The lead generation process boils down to 4 major components:

1. Marketing – We run a campaign to generate new customer referrals.
2. Action – An email or phone call from the referrals are actions.
3. Sales – Turning the referred leads into customers. The duty of the client.
4. Intelligence – Analyzing and optimizing campaign statistics and quality.

Benefits

Highly Targeted – Once a lead has been defined by the client in terms of geographic area, required fields (e.g. name, e-mail, phone number, etc.) a campaign will be created by us to only provide leads that meet the specified criteria.
Only Pay for Results – Don’t pay for the marketing costs. Only pay for leads.
Auto Pilot - Other than the initial gathering of lead requirements, lead generation is basically an auto-pilot marketing method for business owners. The only ongoing input required from clients is the periodic review of lead quality.

Keys to Success

Business Metrics – Conversion rates on phone calls, email, etc. Lifetime customer value. Average customer value. Knowing some ballpark values for these metrics is a big advantage in calculating the viability of a lead generation campaign. Otherwise, figures will need to be acquired by closely monitoring initial tests.
Optimization – Optimizing for maximum ROI on marketing costs involves collecting data over time and making intelligence data-driven decisions to achieve the lowest cost-per-acquisition possible.
Lead Quality – With respect to phone calls, poor quality leads, such as when wrong numbers are dialed, or calls from outside the agreed upon geographical area occur, we mark them as invalid so the client is not paying for invalid leads. For email forms, invalid leads would obviously be either fake names, phone numbers, or e-mail addresses.
Closing – It’s important that client’s have strong sales ability. Referrals are useless unless they are converted to customers.
Scaling – Sometimes the challenge with extremely targeted campaigns is that low volume becomes an issue. This can be overcome with expanded keyword lists and targeting, exporting the campaigns to other PPC (pay-per-click) platforms, and also contextual platforms and media buying with online display campaigns.

Feel free to contact us if you have any questions or want to arrange a consultation.