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Lead Quality And Long-term Success
The quality of a lead has been debated for years and will continue to be debated for the foreseeable future.
Because there is no standard definition for a quality lead. Advertisers and marketers typically try to define lead quality by asking questions like: Is a quality lead defined by conversion based on time? Is it based on Return on Investment (ROI)? These questions will continue to go unanswered because different businesses have different benchmarks when considering lead quality.
Another prominent question is: Does lead quality diminish over time because of over-exposure?
Again, there is no definitive answer, but I believe lead quality diminishes over time for 2 reasons: because most advertisers don’t “refresh” or “re-adjust”
How can this problem be addressed?
I believe lead quality can be improved by changing the advertising message consistently. If the message is changed 4 times a year, it will stay fresh. Very few ad campaigns can run forever without change. For every “Just Do It “and “Priceless”—
Another component that keeps lead quality from deteriorating over time is “incentivizing”
Lead quality does not have to diminish over time, but it takes the right message at the right time to keep that from happening. Advertisers that fail to change marketing messages, or over-expose consumers to ad content can expect lead quality to fall dramatically over time.
If you are in the online lead generation business I have two pieces of advice for you: First, provide your users with content-rich incentives; and second TEST! Test your message, test your creative. Keep everything from going stale, and your lead quality will not diminish.
Stay the course without change and say hello to your neighbor: Little Caesar.
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