Archive for the ‘Buying UK Leads’ Category

The Lead Generation Landscape

Thursday, August 1st, 2013

This article was written by James Bradley, LeadPoint’s Sales Manager, for Money Marketing (published on Thursday 25th July 2013)

“These are the new leads. These are the Glengarry leads. And to you they’re gold, and you don’t get them. Why? Because to give them to you would be throwing them away. They’re for closers.”

The lead generation landscape is changing. It is changing as fast as the land that it is built on. The surface of lead generation is the internet and the weather is determined by the people who browse it. High Streets used to be, for the best part, dedicated to the selling of wares from the world of retail. Then in the late 90’s as the internet – embryonic in its state – started primary school in the form of screaming dial up and CompuServe gateways, financial power houses like Bradford and Bingley and Britannia were taking up shop in estate agency-esq walk in stores dedicated to financial advice and open to the everyday shopper. These walk in ‘marketplaces’ were open on Saturdays, packed with glossy brochures where anyone could simply stroll in – leaving with an ISA, an insurance deal and a pension pending.

As we gained confidence in internet banking, Amazon delivery times, and iTunes we saw the first clever move – based on forecast – when Branson sold his Megastore to the ever-doomed Zavvy. We all knew that the world was changing, and those clouds, getting darker and darker over the high street, are still to this day sending down business busting thunder bolts through the hearts of some of Britain’s most established high street stores and brands – who’s next?

As Google sits in its IBM Personal Computer like position of the 1980’s, holding force and directing our attention – the majority of Internet traffic is now confident enough to browse and purchase with the click of a mouse. The purchasing and browsing is now predominantly made up of the same crowd that used to wonder those high streets back in 1996 aka The Baby Boomers!

Lead generation is the modern day ‘acquisition and brokerage’ of the internet consumer, equivalent to the high street browser from 20 years ago. They are either looking for service, advice or simply - just browsing. Lead gen helps purify the route of the potential consumer from browser to service broker – and any good lead generation company will insist on feedback to help massage supply, invest in patterns and focus on ROI.

Many lead buyers get it wrong. Many get it right. We have seen companies come and go. Here are some lessons from those companies that fall into the category keenly titled: ’come and grow’.

All good lead generation companies replace invalid leads. All good lead buying companies hunt the browsers down, remove the emotion and close the deals.

Top tips to working online generated leads…

  1. Pick a lead provider that takes a consultative approach and displays your brand.
  2. Feedback on every-single lead possible; allowing for change.
  3. Install a dialler or hire a validator.
  4. Focus on ROI.

Many good lead gen companies ask for feedback but also provide feedback on your model. They also allow for branding of your company name, logo, contact details, a description and a call to action to appear on the thank you page of their web-form sources. This is displayed right after the user hits submit giving them confidence to answer your call. It’s a great way to get the contact rates up.

If you had just spent £11million with Saatchi and Saatchi to do your car advert, you would surely have a team of people on the ROI for the campaign, looking at ratings, feedback, sales? This is the exact same thing. You will be surprised by how many lead buyers don’t supply their providers with feedback. We need it to improve and help you to make money. This is marketing for your business.

All lead buyers should have a validator, this is a less expensive person – validating the leads. It’s their sole job. If they can’t reach them then they keep trying — when they make contact they pass the call on to the advisor who has the product knowledge and sales expertise to close the deal. This way the just browsers don’t cause too much upset with their disinterested manner or unreachable telephone numbers.

The Glengarry Leads  are created by both supplier and buyer. They exist in every single channel; it is just a question of buyers managing leads correctly and allowing for the constant change in weather.

 

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Get tactical with Remortgage Leads

Tuesday, February 7th, 2012

The following article was written by Justin Rees for myintroducer.com. To read the original, click here.

The market for remortgage leads is one of the biggest lead markets in the UK financial services industry.

Mortgage related searches are some of the most popular on Google and thousands of leads are generated each day across the market.

While an adviser firm could probably generate some of their own mortgage leads through their own online marketing, the problem is that there will be a very broad range of customers many of whom would never realistically be able to get a mortgage.

The good news for lead buyers it that most providers offer multiple filtering opportunities to advisers to target customers that are more likely to convert into business. The most common filters on offer are loan size, postal area, credit profile of consumer and maximum LTV.
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Take advantage of the New Year

Tuesday, January 17th, 2012

The following article was written by Justin Rees for Myintroducer.com. To read the original, click here

The New Year is a timely opportunity for consumers across the UK to start thinking about their financial situation, as well as securing their own and their family’s future.
Whether that’s by renewing their life insurance policy or by getting a loan to pay off their Christmas debts!

As a result lead volumes naturally peak in January as more consumers set about planning for the year ahead. Many buyers also report a boost in conversion rates, as consumers are more serious about sorting out their finances as quickly as possible.

With this in mind, January is a great time to pick up high quality leads at competitive prices.

But before you go ahead and fire up your campaigns, why not take a few moments to make sure that before you purchase your first lead you have everything in place to maximise conversions.

Remember, a lead is a consumer that has expressed a specific interest in your product.
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Lead generation innovations in 2012

Tuesday, December 6th, 2011

The following article was written by Justin Rees for MyIntroducer.com. To read the original, click here.

We are rapidly approaching the end of 2011 and the New Year is only around the corner.

2011 has been a busy year in the world of lead generation and 2012 is set to be no different with innovation set to be a key driver in the industry. So what do lead buyers have to look forward to in 2012?

Voice lead generation

In the financial services industry, voice leads have traditionally meant hot transfers where anonymous call centres dial old data to generate interest for various products and services and any consumer that wants to speak to an adviser is transferred across.

While many firms do well from this type of voice lead and you are at least guaranteed to speak to the consumer there are still issues which can mean conversions are no different or even lower than data leads.

Everything from the age of the data used to how the call centre agents are incentivised can affect lead quality.

The next evolution in voice lead generation is where the consumer initiates the call themselves. This immediately gets around all the issues with hot transfers as the consumer intent is strong.

This means lead buyers get 100% contact rate and a consumer who is ready to transact. This type of voice lead generation is already big business in the US and 2012 is set to be the year where it takes off in the UK.

Mobile lead generation

You can’t escape the rise of mobile and statistics show that more and more people are going online on their mobiles rather than on their desktop. This presents a huge opportunity for lead providers to capture all these consumers that are going on their mobile devices looking for financial services advice.

While many companies have experimented with generating leads through mobile, nobody has yet really cracked it apart from in certain sectors like loans where it is common practice for big loan brokerages to use SMS marketing to generate loan enquiries.

The real opportunity is using display advertising on mobile where consumers will see ads for various financial products and services and then click through to a specially designed mobile landing page where they can submit their information to be contacted.

This has huge potential reach and the ability to target certain types of customers is becoming increasingly sophisticated all the time. 2012 is set to be the year where mobile lead generation starts to gain more widespread adoption across verticals.

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20 lead generation tips: part one

Wednesday, October 26th, 2011

The following article was written by Justin Rees for Econsultancy. To read the original, click here.

In the latest IAB/PwC adspend study, online lead generation registered an impressive 20% growth rate over the year which shows the continuing interest in lead generation.

However, while spend is certainly increasing, there is still a lack of understanding about the industry.

The title of this post could have been 100 lead generation tips, but with the help of a few other lead generation experts I have managed to narrow the list down to the top 20 most important.

At a recent online marketing event, I was lucky enough to be invited to speak on a panel about lead generation which covered everything from the state of the current market, the issues faced by lead buyers and sellers and a sneak peak into what the future holds for the fledgling UK industry.

As part of the panel we were tasked to come up with a series of lead generation tips for the audience and myself, Andy Purbrick from Dennis Publishing and Sean Sewell from Performance Horizon Group put our heads together to come up with a top 20.

1. Validate as many data fields as possible in real-time

The more accurate the lead data, the higher the contact and conversion rates. There are lots of available technologies that allow you to improve the accuracy of data such as checking consumer phone numbers in real-time, validating post codes and verifying email addresses are genuine.

2. Understand the consumer journey

If you know how the consumer “becomes a lead” you can refine your follow up processes to increase return on investment. This is especially relevant for call centre follow ups where agents are paid by the hour.

For example, if the consumer is expecting a free quote for an insurance product then this needs to be factored into the scripting of the call.

3. Test and optimise

Rome wasn’t built in a day and nor are lead generation campaigns. Just like any marketing spend, there is always room for improvement and it takes time to maximise the ROI potential of any campaign.

This means you need to do lots of testing and optimisation.

4. Understand the value of your leads
Every lead has value but depending on the marketing messaging and origination method there can be significant variation between leads for the same campaign. There is a place for leads at different ends of the value scale but you need to know which is which in order to optimise your spend.

5. Have a relevant conversion strategy

It might seem like an obvious point but I am always surprised by how many times companies get this wrong. If you tell the consumer you are going to call them then make sure you call them.

If you don’t, then not only will the campaign not perform well, it can give your brand a bad name.

6. Don’t over-incentivise

There is nothing inherently wrong with an incentive but you need to find the balance between the consumer just wanting the incentive versus wanting to engage with your brand.

For example, if you are running a lead generation campaign to get subscriptions to a magazine, then giving away a free subscription of the magazine is fine but if you offer a free iPad giveaway then you will probably just get people that want to win an iPad.

7. Clear opt-in and privacy policy

This is important not just for regulatory reasons but also for lead quality as well. Ultimately, if the consumer doesn’t know what they are signing up for (or signing up at all) then they won’t be responsive to any further communications which will impact on the performance of the campaign.

 8. Don’t make the consumer jump through too many hoops

Naturally you want to know as much information as possible about each consumer but you get to a point where every extra field of data you capture or information you present to the consumer before they reach the lead form reduces lead volumes and doesn’t improve quality.

The amount of data you want to capture is something to test and optimise over the life of the campaign.

9. Leave your preconceptions at the door

Quite simply, the best lead generation campaigns are the ones that work. If the campaign looks ugly then it doesn’t necessarily mean it will generate poor leads and if the creative execution looks amazing it might not generate any leads at all!

The point is that only once the campaign is live can you tell whether it performs or not, so leave your preconceptions at the door and let the data do the talking.

10. Dedupe your leads

Why would you pay for the same lead twice? It is a waste of time and money. Luckily there are a handful of lead platforms that enable you to dedupe your lead supply in real-time so you only ever pay for each lead once. When leads can cost as much as £50 per lead in some verticals, even with a small duplication rate the potential savings are substantial.

Keep a look out for tips 11 -20…

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