Posts Tagged ‘Online Lead Generation’

Improved Lead Scoring for Marketing Campaigns

Improved lead scoring

Lead scoring improves follow-up

Our product development team is in the midst of an upgrade that will enhance our lead scoring for multimedia marketing campaigns. The benefit of this improvement is faster lead follow-up during the lead generation campaign. One of the most difficult challenges in lead generation campaigns is to ensure that highly qualified leads are contacted promptly (detailed in this post).  As the marketing campaign happens, the hottest leads will be flagged for immediate follow-up — improving the marketing campaign ROI.

How does it work? The lead scoring technique measures and scores how the people who respond to your Swyzzle campaigns (your leads) watch and interact with the Swyzzle show. The viewing habits of all viewers and interaction with PromoPad items below the show and other factors are collected and analyzed to compute the score. Some of the factors which are included in the scoring include:

  • Total Length of viewing time - indicating quality and viewer interest in the show
  • Number of views - indicating level of interest in the content of the show
  • Number of clicks on PromoPad items – showing interest in a particular topic related to the item clicked.
  • Number of repeated segments viewed during a session – showing interest in a particular portion of a show
  • E-commerce item clicks on PromoPad - indicating specific interest in a product offered during the show

As data is collected for each new lead generation campaign the analysis learns and improves, producing more refined results.

Look for the new lead-scoring within the next several weeks. In future releases we’ll be adding other new features to drive higher quality multimedia-based lead generation.

Multimedia Marketing Lessons from a Domino’s Web Video Ad

Ever wonder why, in commercials, the pizza looks so good? Online Lead Generation

I’ve never had a pizza delivered that looks as good as the ones in the ads. We thought you’d enjoy this video on how they do it, and at the same time offer some lessons on online multimedia marketing. So, here’s an online video ad for Domino’s that accomplishes all the things you should strive for in a multimedia marketing campaign. This video is entertaining and informative, and the quality is excellent.

Let me warn you, that there’s a pre-roll ad before the actual video, which is pathetic. One day, old school broadcasters are going to figure it out. I hate pre-roll ads, and so does everybody else. And the whole is an awful web site chock full of lessons of what not to do on a video content site. But go ahead and tolerate it just this once.  And don’t close your browser until you’re done, or you’ll have to watch another stupid pre-roll ad.

Watch the Ad:

What makes this a good video ad?

Length: 3:07 – The video is a little long, but still short enough so you want to watch the whole thing. We recommend an online video ad duration of 1-2 minutes, but strongly recommend keeping the video ad time under 2:30. If you’re thinking of going longer, your production quality needs to be very high or it will get boring or annoying.

Production quality: very high – This is a big budget video with clips from an actual 30-second spot embedded within it. The things to notice are the audio quality – very clean and consistent, and the video quality- no distracting camera movement, crisp transitions and good lighting.

Informative – a behind-the-scenes look at advertisement production is interesting because while you see ads all the time, you don’t really know how it’s done. It feels like your being let in on a secret.

Entertaining – there’s some light and self-deprecating humor throughout. They don’t seem to be taking themselves too seriously.

General – it doesn’t appear like an ad until the very end when there’s a little plug telling you they should just go to a real store. A shameless plug would ruin the whole thing.

Good content starts with a good subject and ends with good production. I hope this helps you with creating your own online videos.

Understanding the Online Lead Generation Funnel

To run effective online lead generation campaigns, you should think in terms of a lead generation funnel. You start with a group of opt-in email contacts, and send them useful information prompting them to take actions that turn them into qualified sales leads who eventually buy your product or service. When you send out the email to your contact list, all of the contacts enter into a lead generation funnel.

Most sales organizations already think in terms of a sales funnel, where through the sales process, prospects become opportunities that turn into sales. The lead generation funnel is similar, converting contacts to qualified sales leads. The analogy of a funnel comes from the fact that a large number of unqualified contacts enter the top of the funnel, and a smaller number of qualified leads exit the bottom of the funnel.

The Online Lead Generation Funnel

The Online Lead Generation Funnel

In the picture above, you can see that everyone you send the email to enters the funnel. We are showing 100% of the emails successfully received, although usually there is a small drop out because email addresses change and bounce. Typically, somewhere between 5 and 30% open the email in their email client. Why such a big range? Well, it varies mostly due to the subject line and the relevance to the group of contacts the email went to.

The email should include a call to action. Examples include an offer for valuable information, an invitation to view a video or multimedia, an invitation to a webinar or other offer that a prospective customer would want. The call to action will get the contact to “click-through” to a landing page.

A good landing page should include additional calls to action that push your contacts through the last stage of the funnel. This is where most landing pages fall short. Usually, the landing page has some information, along with a form to request more information. Many visitors are actively looking for products, but don’t submit a request.

The visitors that click through to the landing page are the most valuable leads, representing between 2 and 10% of the emails. The problem is out of that 2 to 10%, only 1 in 20 will request more information, meaning that .01% to .5% of the total will make a request. Most times, campaigns identify only those requests as qualified. Wouldn’t it be better to see a range of qualification levels, based the level of interest and action from the landing page?

Qualifying the landing page visitors is an important part of Swyzzle’s analytics and reporting. If your landing page has a Swyzzle show on it, you will know how much of the show your visitors watched and when they watched it. You can offer other documents or even a click-to-buy link, and see what interested them. This increases the number of leads by 20-50 times, while dividing the leads into levels. You can give the hot leads to your sales team, and also use your information to improve all your other lead generation campaigns.