If you’re not making lead validation part of your Internet marketing campaign, it’s like you’re shooting at a target with your eyes closed. Sure, you might hit the target a few times, but without being able to see, you can’t adjust your aim.
Straight North, have combed through more than 350,000 website conversions and found something that should make any Internet marketing campaign sit up and take notice. Out of those conversions, only about half of them were actual sales leads. The rest were made up of incomplete form submissions, job applications, customer service requests and other non-lead interactions. These interactions are unlikely to ever develop into sales leads.ave
This is important for marketing professionals and businesses to know because too many times they lump all conversions together and don’t bother to validate them. This can lead to wasted time and resources spent tracking down and chasing after conversions that were never going to become sales in the first place. By implementing lead validation as a component of an Internet marketing campaign, however, marketers and businesses will know precisely which conversions are leads and how those leads were generated, giving them a more complete picture of their campaigns’ effectiveness and helping them allocate their resources in the right places to continue generating those leads.
Because so many website conversions aren’t true sales leads, without lead validation you’ll have no idea how you’re getting the leads you’re getting. You’ll be pointed at the target but not truly aiming at the target. The following guide illustrates what makes lead validation so vitally important for an Internet marketing campaign, as well as some of the most effective ways to implement it. If you’re not making the important distinction between conversions that are sales leads and those that aren’t, you’re effectively firing blind.
Aaron Wittersheim is an accomplished entrepreneur with more than 20 years of business and technology experience. He is Chief Operating Officer at Straight North, a Chicago-based Internet marketing company.