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PPC lead generation

PPC lead generationMost advertisers expect to see qualified sales leads from ads they run, and from the solo mails you sometimes receive. PPC lead generation is important for sales leads with this most efficient medium we all can't live without - email. Which lead generation tactics does your organization currently use?

To help you improve your own PPC lead generation efforts, here are some insights and tips from our audience: "Interesting chart, thank you for sharing it with us. Do you have any correlation between method and its associated level of effectiveness?" asked Hank Boyer, president and CEO, Boyer Management Group. "For example, email marketing may be the most-used method, and often has the distinction of replacing junk mail with junk email... however, its level of effectiveness is likely pretty low on the list."

Jann Mirchandani, owner and chief marketing officer, Marketing Cafe, added "This chart is interesting in that it shows which tactics are being used. It does not, however, show which tactics are producing results. I would argue that email marketing is a tactic that most business owners understand and have been using a long time."

Excellent points Jann and Hank, so let's take review at a chart that shows which tactics are producing results. Looking at some further data from the 2012 PPC lead generation Benchmark Report that shows level of effectiveness, we can see that Hank has a valid point in his skepticism of email marketing being the most commonly used PPC lead generation tactic for many marketers, however, he may be underestimating this PPC lead generation tactic's effectiveness.

"Is email a lead gen tactic?" asks Brecht of "If you have the email already, isn't that the lead?" That's an excellent point Brecht, but it brings up another question in my mind - Is an email address really a lead? For some companies it may be, but your marketing team should have a Universal Lead Definition, mutually agreed upon with Sales, that defines exactly what a lead is. I would argue a true "lead" is whatever information most efficiently and effectively leads to a sale.

But that's just my two cents. Here's how Tommy Landry, founder, Return On Now addresses the question after he himself raises it: "While I concur that email is the most important medium to get right, I question whether it should be considered a lead gen vehicle at all. If you are emailing them, they are already on your list of leads."

"Using email right means that you are just catching existing leads at the right time to move along into the sales funnel," Tommy says. "But I'm splitting hairs, and email remains the most important marketing tool for identifying 'hot' leads."

I would also like to expound upon Tommy Landry's key point about using email to move existing leads along the sales funnel. This is especially important in new home sales, where the buying cycle is measured in months. Email *can* generate new conversions in terms of forwards to friends (minimal), but is most powerful when used to get existing leads back to your web site to facilitate further action (driving directions, phone call, live chat, etc). We refer to email marketing as a PPC lead generation strategy - as: "An opportunity to turn all leads into A-leads"

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    PC lead generation is important for sales leads with this most efficient medium - email.
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