CC BY
32
Chechelashvili Maia, doctor of economics, professor of the Georgian Technical University, Tbilisi
Berikashvili Lia, doctor of economics, professor of the Georgian Technical University, Tbilisi
E-mail:
THE MAIN CRITERIA FOR LEAD GENERATION
Abstract: In this article, the concept and essence of lead generation, the main types of customer acquisition and methods of successful work on lead generation, directions using lead generation and billing system are considered. The actions taken into account when creating the cost of website promotion by actions are analyzed. Guarantees for the promotion of the site on the leaders revealed.
Keywords: lead generation, leads, client brief, billing system, online store.
Lead generation - the generation of leads, the method of ing activities by the ability to monitor advertising costs, to
see exactly where the advertising budget was spent. Including the advertiser was able to easily track the effectiveness of the event itself. Lead generation, unlike outdoor advertising, can be counted without difficulty: the level of conversion of costs into incomes.
Directions that apply lead generation:
- Tourism,
- Advertising Agencies,
- Banks (loans),
- Insurance,
- Training,
- Car repair,
- Recruitment,
- Real estate (buying and selling, renting),
- Medicine (paid services),
- Jurisprudence,
- Cars sale.
- Any sphere on sale of services. The main task of platforms is to unite advertisers and traffic owners. The platform is the place where advertisers can find any kind of traffic and buy any audience, and the owners of traffic - choose any advertiser.
For example, the CPA Network platform is a billing system that considers all statistics on the advertising company: clicks, impressions, actions, sales, leads, statistics for each creative, traffic source. The platform can be connected independently to webmasters, partners, websites, that is all people / companies that have any kind of traffic.
To better comprehend the goals and objectives of the campaign, as well as to find the necessary traffic, customers fill out the form of the client brief, the first part ofwhich includes questions about the campaign, and the second part - questions about traffic. The configuration of the brief is typical, as
searching and attracting customers through the Internet. Consequently, by "lead" is meant the application of the potential client, the response call (real action). For example, registration on the advertiser's website; order formation; downloading, downloading, installing the proposed application; achieving a special level in the online game; confirmation of subscription to the newsletter, etc.
To achieve the goal - the acquisition of a potential client -you need, the client's passage of several or one level of filtration (as a rule, the more levels, the more perfect the lead). As the filters can be a characteristic of a potential client (age, sex, profession, occupation, etc.), a promo page on the Internet in which he should open and fill in the necessary fields.
For successful work on lead generation, it is necessary:
- Company engaged in lead generation
- Product understandable to customers;
- A quality promotional promo page;
- Established business processes within the company of the advertiser;
- Sources of traffic appropriate to the characteristics of the target audience;
- Conditions of the company-lead generator, for which the lead (bid) will be paid.
Led sales are possible if:
- Qualitative leads are acquired;
- Specialists have sales experience,
- There is a motivation for qualitative processing of leads,
- There is a clear strict process of controlling the quality of lead processing.
In Georgia, the direction "Lead generation" appeared around 2008-2010. In 2012, the direction began to acquire the market advertisers are increasingly using this service. Lead generation differs from other similar areas of advertis-
Section 17. Economy
for any agency - its main difference is that it contains questions about the leads that the client wants to acquire, also about the specifics of the traffic.
The key product offered to customers is the action - "filling out a questionnaire" or "leaving any contact data of users". The more diverse and complex the action, the more expensive it is. The actions of the client divided into three levels: the first - participation in a short survey, leaving an e-mail, like in social networks, downloading the application. The second is the contact data of users who are striving to buy something or acquire some information. The third - sales on the Internet. When buying in online stores also have different grades: "put in the basket", "confirmation in CRM", "confirmation of the fact of payment for the purchase," etc.
Are there any prospects for the development of this segment in Georgia? Analysts say, that there will be more players, who will start dealing in lead generation, and each player will have his own special know how. Participants will not be large, but rather - niche. There are financiers, certain drivers of this market, full e-commerce services, under which vertical networks will be organized which specialize only in them. At the same time, the essence of this market is transparency.
Over time, the exchange scheme will operate, when each lead will have its own lifetime, and one lead that may not like one brand, but will be attractive to another and it will be possible to pay and purchase it.
Which actions can be taken into account when creating the cost of website promotion by actions:
- Callback from the site,
- Application / order from the site,
- Applications for participation in events,
- Downloading price lists, technical documentation,
- Check in,
- User consultation from the site,
- Call from the site,
- Video views,
- Joining a group in a social network,
- Subscription to newsletters, news, special offers of the company,
- Resale.
Benefits
Only the result is paid,- target action of the user, potential customer. The cost of action (lead) is calculate personally and depends on many factors:
- The required number of actions or leads,
- Competition in the segment,
- The quality of the site, the design, the degree of trust,
- Competitive advantages of products / services,
- Geography of promotion,
- Technical preparedness of the site (it is important to prepare a site for the possibility of analysis and collection of all significant user actions).
Promotion of the site on the leads (in general) contains the following steps:
1. Configuring and analyzing web analytics,
2. Technical audit of the site. Audit of usability,
3. Determination of the cost of the lead,
4. Internal optimization of the site,
5. Regular reports,
6. Preparing the site for lead generation,
7. Daily monitoring,
8. External optimization of the site,
9. Technical support for promotion.
Guarantees for website promotion by actions (leads):
- In the technology of work the maximum transparency is laid. Our customers pay only for the real actions of users on the site.
- Advantages and disadvantages of website promotion with payment for targeted actions34.
Pro:
- Maximum quality and diversified traffic to the web-resource,
- You pay only for the targeted actions.
- Ability to deeply analyze the effectiveness of each advertising channel.
- Work is under way to improve the landing pages of the site and increase the level of conversion.
Contra:
- Not all sites can work on this method,
- The entrance barrier. Work on this tariff company can provide for customers with an initial monthly budget to promote about twenty thousand rubles,
- The advertising strategy of promotion is addressed only to sales, there is no talk about creating demand and increasing the level of recognition of the brand of conversation,
- We need a starting budget for the initial stage of testing, to find out the approximate cost of the lead and the prospects for cooperation.
- The final sales volume largely depends not on the features of visitors attracted to the site, but on the degree of preparation of the sales department, the level of service, pricing policy, the recognition of the customer's trademark.
References:
1. Jaclyn G. Getonga Ms. A Healthy Digital Image: Exploring its Impact on B2B Sales Lead Generation in a Professional Social Network, Honors Scholar Theses, University of Connecticut, Spring 5-4. 2014.
2. John Rampton. Effective Lead Generation Through B2B Market Research and Social Automation Tools, May 23, 2015. URL: https://www.forbes.com/sites/johnrampton/2015/05/23/effective-lead-generation-through-b2b-market-research-and-social-automation-tools/#6298e50b176f
3. (Mac) M. H. Mcintosh on in B2B Relationship Marketing, How to use PR in a B2B marketing-for-leads program. URL: http://www.marketo.com
