如何從『網路』上拿到更多的『潛力客戶名單』，是一場網路行銷人員非贏不可的戰爭！
原因無他，當公司依照之前業績目標而設立了一定人數的業務、電銷團隊，以及行政支援人員（若是EC電子商務業，還得加入PM這個職務），就如同傳統製造工廠的生產線，一旦這個月的訂單量（潛力客戶名單）不如預期，事情可就大條了。碰到這種情況，行銷人員絕對是千夫所指的第一號罪犯。
更麻煩的是，這個月的名單量好，不代表下個月一定也行，尤其是那些從傳統直效行銷公司來的『地下』名單（買名單），耗損率與時具增。這表示現在的行銷人員，必須更戮力於開拓新的名單渠道，這個渠道，不但須帶來足夠的流量，更必須能包含了各個時節、因著不同動機而產生的需求 => 這也是現在行銷人員愈來愈倚重SEO(Search Engine Optimization)以及關鍵字廣告（Keyword Advertisment）的原因。
以下文章，是Inc.com提醒關鍵字廣告行銷者的幾項關鍵成功法則，值得網路行銷從業人員參考。
1. 確實了解這些名單的獲取方式
2. 重『質』不重『量』=> 『留名單者』是不是等於『需求者』
3. 確實記錄並分析
4. 永不停止地追求精進
----------------------------------------http://www.inc.com/magazine/20080101/how-to-get-profitable-sales-leads-online.html
How to Get Profitable Sales Leads Online
The online lead generation industry has recently come under scrutiny. Here's how to make sure you get the best leads for your buck.
- Know how your leads are being gathered. Some lead generation firms use deceptive marketing practices. Any honest company will show you how leads are collected. Make sure yours are legit and that none of your contacts were, say, tricked into giving up their phone numbers and e-mail addresses by the promise of prizes.
- Look beyond the cost per lead. Don't let the price be the sole determining factor as you evaluate potential partners. It's also important to make sure your competitors won't be receiving the same leads you do and that the individuals sent your way are actually interested in your product or service. Your best shot is to work with a lead generation company that uses only opt-in offers, meaning consumers must check a box specifying that they'd like to hear from you.
- Track and analyze your results. To evaluate the success of your online lead generation campaign, you must carefully monitor your results. Was the information accurate? What were the conversion rates? How much revenue did your leads generate? With a detailed analysis, you'll know if the new sales you drum up are worth the cost or if you should find other lead providers.
- Make it snappy. The quality of a lead diminishes with each passing day. Make sure that any lead generation company you work with has the technology and resources to deliver new leads in a timely fashion. For that matter, make sure that you, too, have the resources to follow up with every lead you're sent. If your prospects don't remember who you are, you've lost your shot.
1 則留言:
請問有實際的案例嗎？比如說金融業
張貼留言