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There Are No Best Practices!
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About the Author
Kevin Gold (78 Posts)
Kevin Gold is Director of Internet Marketing at iNET Interactive, a social media company operating prominent online communities for technology professionals and technology enthusiasts. Kevin is a frequent contributing author to multiple publications including Search Marketing Standard, Practical eCommerce, DIRECT, Entrepreneur.com, ConversionChronicles.com, About.com, and On Target (Yahoo! Search Marketing newsletter).
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You’re right, there really are no best practices per se, I guess one could say that there are “bad practices” though. So, if you’re going to try to define a “best practice” it really only becomes a “best practice” after you test it and “it” actually works, right? So, if you’re going to figure out the best practice for a landing page then you have to set up several landing pages and then test them all.
And even then it will only be YOUR best practice, tested and proven to work on your landing pages with your product/service.
Question Of The Day: What do you do with leads once you generate them? It is often the cause of failure in what would otherwise be effective web marketing campaigns. The common-sense answer is easier said than done: Have your best employees respond to them quickly and consistently to qualify them into prospects.
Our research shows that the average salesperson only makes four to five attempts to contact them the first week. This means only 55% of a company’s web leads will actually get contacted.
There are solutions available that trigger callback attempts within seconds. They will continue to make twenty or more attempts at different times of the day and different days of the week to boost contact rates above 85%. Also, these solutions can automatically market to these leads and continue to generate prospects every 3-4 weeks for 2 years or more.
Speed is critical. We are finding that most leads sit somewhere between forty-eight and seventy-two hours before the salesperson actually attempts the first live contact. Much of the slowdown in routing leads is because there isn’t a pre-defined process to decide which salesperson get’s to work the lead. Many sales managers still dole out leads by hand after taking time deciding who is best suited to work each of the leads.
Bottom line: Acquire a system that immediately and systematically pushes the leads to the best qualified salespeople. A system that also allows the salespeople to immediately and frequently respond to leads and turn them into prospects. Again, this simple but overlooked approach can boost net results by 20 to 200%.