As we’ve mentioned recently in this space, it’s easier than ever for B2C marketers to spend their customer acquisition dollars haphazardly. After all, we’re spoiled for choice: there are many, many options out there, and those dollars can be spread pretty thin!
How do you make sure you’re spending wisely?
The first thing you have to do, the first thing on which to base your customer acquisition strategy, is to forget clicks, impressions, and even opens. What have they done for you lately? The bottom line has to be the real bottom line, and that’s ROI. What matters is the money that you are going to make when that prospect becomes a customer. If you’re putting dollars into your customer acquisition solution, then you need to be measuring its success in dollars, too.
Collecting lists of prospects, especially qualified prospects, is always a great feeling for any marketer. But don’t let that feeling obscure reality: they’re not all going to be good prospects. If you look right now, you’ll realize that there are prospects in your database who are never going to make a purchase. You know it, they know it, so why are you keeping them there? Better to have a leaner list that performs well and scale it with real options than a bloated one that won’t deliver those dollars by which you’re measuring success.
Speaking of those lists, there is a reason people got onto them. Just having names isn’t going to help you, either: if you respond quickly and follow up, you have a much better chance of converting prospects to customers and having your lists deliver those dollars. Remember that lost time always equates to lost money in lead generation. Launch, optimize … do it quickly, and then nurture!
It’s really not rocket science. Stay on top of what’s important, keep your end-goal in mind, and make sure the leads you pay for are the ones that will bring you the best possible ROI. One way of doing this is to automate the process through a company that offers a full CAM (customer acquisition management) solution. CertainSource is one; why not ask us how today?