Optimize lead acquisition and marketing

In implementing technology solutions, here are five tips to supercharge your lead generation.

Know the age of your leads. If you're measuring speed-to-lead from the moment you received a lead post, you are missing a key data point. It's not about when you received the lead, but rather when the consumer actually submitted the inquiry.

Be proactive in avoiding fraudulent leads and those that are not TCPA compliant. Consumers who didn't fill out the form or who filled it out six months ago have no intent to buy from you. Also, these leads put you at risk for TCPA complaints. Only purchase leads that are TCPA compliant. You don't want to damage your brand and reputation, or take on the costs if you are sued by a consumer. You need a vendor who can help you identify, in real-time, that your leads are compliant and provide persuasive proof that a consumer gave consent to be contacted.

Don't get duped. Many marketers assume that a duplicate is the result of recycled data. They think that the same consumer means it is the same inquiry. In fact, it could very likely be the same consumer with a brand new inquiry, which is actually indicative of a high-intent consumer. Know the difference.

Understand if leads are shared vs. exclusive. Know if your leads are being shared with some of your competitors. If they are, you need to determine how many other competitors that lead is being shared with and whether you are the first or last to receive it.

Right price your leads. If you find a vendor who will help you identify low intent leads, you can reallocate that spend and pay more for higher intent leads. This is a key strategy to quickly and notably improve lead conversion.

Jaimie Pickles is general Manager of insurance at Jornaya. He can be reached by sending email to jpickles@jornaya.com.

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