What to Do When Your Leads Slow Down

By Frank HealyDecember 15, 2015

With the end of the year and holidays quickly approaching, you might be noticing a decrease in lead generation. It’s not uncommon for clients and vendors alike to encounter challenges with their inquiry generation goals this time of year.

However, in the lead generation industry, marketers are continuously exploring different opportunities to establish new processes that produce valuable leads. If you find that your current approach isn’t quite aligning with your goals or if you are looking for ways to increase your volume of leads, there are several options to consider.

Below are five tips to help maintain or increase your lead volume. 

1. Work Closely with Your Vendors
Establishing trust with partners is critical when it comes to building and maintaining any partnership. Leverage your vendor’s distinguished skill set to improve your process and maintain a consistent dialogue about opportunities for growth through new advertising methods or technology solutions. A successful and productive partnership is composed of many elements, but the most important is delivering honest feedback to promote transparency and openness. Be sure to continue to provide conversion data to your vendors to ensure that lead quality isn’t decreasing with volume.

2. Take a Look at Your Target Audience
When your inquiry generation is slow, it may be the result of a shift in target audience. Analyze your audience to see if criteria should be changed or expanded for vendors. A good place to start is to conduct market analysis, including a review of industry trends and if possible, compare your company to similar organizations to see if a decrease in volume is occurring across the board. If the market is slowing down, determining why can provide valuable insights into what you should do to remedy the decrease. Factors such as seasonality or changes in the economy can impact lead volume. There are many online resources, such as Google Trends, available to aid in your research.

3. Assess Your Online Presence
Content is the foundation of your digital presence. If leads are slowing down, look at your digital marketing – has your online presence decreased in recent months? If so, create additional content tailored for your audiences and engage in relevant social media platforms. Keep in mind that potential prospects are able to search and learn about companies, and their products and services through social networks, so be mindful of your reputation online. Additionally, consider refreshing your online advertising and landing pages to generate renewed interest.

4. Update Your Strategy
Use the insights from both market research and your vendors to refresh your marketing strategy. In some cases of slow-down, this may involve increasing advertising spend or CPLs to get additional volume from your partners. This also could involve experimenting with new marketing methods that you haven’t implemented before. Utilize conversion data to analyze your vendors and work with them to ensure that quality doesn’t suffer in an attempt to generate more traffic. Providing detailed data to your vendors, as well as insight into your updated marketing tactics promotes transparency and can help you better understand what is working and what could still be improved.  

5. Monitor and Evaluate the Process
When decreased volume and revenue are involved, be sure to evaluate your marketing methods quickly and frequently to see if strategy changes are working. Don’t be afraid to change your process if you are not seeing an increase in leads, or if you see a decrease, in the expected amount of time. If your new strategy does result in the desired increase in volume, make note of both the reason for the initial slow-down and solution for future instances.

Many times, a decrease in lead volume can be quickly addressed by making a few tweaks to your approach. Keep in mind that an effective strategy often requires a combination of several resources to ensure a consistent volume of converted value prospects is maintained. Continuously working with your vendor to optimize your tactics can help ensure your leads get back on track quickly if a decrease happens and can also lay the groundwork to forecast potential challenges earlier in the future. 

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