The lead generation industry has changed over the past decade, and clients have growing concerns as a result. Companies should take note of recent trends in the industry to predict client apprehensions and learn how to address them. Below are questions we are hearing from our clients this year, along with some helpful tips on how to ensure you can respond to these with confidence.
- Are you able to support LeadiD or scoring models like Ebureau?
If your company doesn’t already have technology in place to accommodate scoring and audit systems, start finding a solution now. This question has been among the most common from our clients this year and will increase as new scoring services come to the market. Ensure your client that these services are easily implemented in your inquiry generation process.
- Can you support a custom TCPA consent on web and call verified leads?
Be committed to understanding the ever-changing marketplace to ensure you provide the most compliant solutions. Your web forms and call centers should be easily adaptable to client needs, including TCPA verbiage. Let your clients know that you fully understand the importance of delivering 100 percent TCPA-compliant leads.
- Can you allocate, target and pace my traffic at a granular level?
Have technology in place to allocate based on programs, campuses and media type. Being detail-oriented in every step is the most important and effective metric to follow to increase quality and reduce return rates. Confirm that you can customize all client descriptions and information as needed to make sure that the client’s product or service is represented properly.
- Where are my leads coming from?
Be transparent with your lead generation process. You should be more than ready to provide information about where leads came from – whether short forms, landing pages or call recordings. Make 100 percent of call recordings available for your clients, so they can audit for compliance as needed. Leverage the right web analytics technology to ensure all lead data is captured and tracked through the lifecycle. Provide URLs or screen-shots of web forms; utilize solutions such as LeadiD to provide an extra level of compliance.
- Why aren’t my leads converting?
If you are having trouble converting your leads, try reevaluating your process. Has the client been sending conversion data on a consistent basis? If not, ask them to start. Without conversion data, you will have no idea how you’re stacking up to expectations or how to make adjustments. After receiving conversion data, analyze sources and determine whom the top media performers and underperformers are. Put together an optimization plan that gives real numbers and information to the client, to show that you care about the quality of your leads as much as they do. Act on your plan, and continue to evaluate and optimize your process frequently.
Higher Ed Growth is a full-service marketing agency specializing in post-secondary education. Higher Ed Growth has a long history of understanding and evolving to provide compliant solutions. Visit www.higheredgrowth.com to learn more about our services and how quality prospects lead to successful students.