The Critical Importance Of Lead Validation In Internet Marketing
Here’s something to think about: If someone walks into a brick-and-mortar store to ask directions and leaves without buying anything, do you count that person as a customer? Of course you wouldn’t, but too often businesses take the opposite approach to their Internet marketing campaigns. At Straight North, we did some research into inquiries and how often they could be classified as true sales leads, and the results were surprising. In validating 350,000 inquiries, we found that only about half of them were actual sales leads. The other half was made up of other types of interactions, such as job applications, empty form submissions and customer service communications.
Without proper validation of leads, you run the risk of misinterpreting the data you collect from your Internet marketing campaign. The problem is the majority of Internet marketing companies and their clients rely on goal tracking data that gives them a partial picture of a campaign’s effectiveness. The following guide illustrates the importance of lead validation as a crucial element of an Internet marketing campaign. Unless you make lead validation part of your marketing, you may be wasting your time trying to reach out to that person who only needs directions while a serious customer is standing right behind them.