1. Increased website traffic
2. Increased brand or product awareness
3. Increased lead generation.

Can you do all three at once? Do you really want to focus on the second goal when its measurement is tenuous at best?

Given modern marketing’s obsession with metrics, I’d argue no. That leaves us with #1, traffic, and #3, increased lead generation, the crux of which I think of as the conversion rate.

Top Two Objectives: Traffic and Conversion Rate

Can you tackle both of these at the same time? Sure, but you risk scattering your energies and not reaching your goal on either count. So if you’re going to work serially, which should come first?

We’ve had some debates about this internally. It boils down to who your target prospect is, what their online behavior looks like, and what your business priorities are.

Look at Your Target Prospect’s Profile

If you’re dealing with the type of prospect – let’s say a consumer – who’s willing to take the time to bookmark a site and come back to it, if you’re offering useful content that they will revisit again and again, focusing on building traffic makes sense.

If you’re targeting high-powered executives who tend to be more one-and-done, and your goal is to get them to engage, conversion has to come first. With these prospects, you most likely only get one shot.

One of the fun things about working here at IFMG is that we market to both types of prospects. We’re not just B2B- or B2C-focused, which means that we get to build content and websites that appeal to a wide variety of people. One tends to be a little more fun than the other, I’ll leave to you to decide which is which.

Amy Taggart is Marketing Manager for Interactive Financial Marketing Group.

A consumer applies for financing.  The financing provider conducts a hard inquiry.  The inquiry “triggers” the distribution of that consumer’s data to a supply channel.  You can say it’s legal because the privacy policy says so.  Or you can call it playing with fire.  Nine times out of ten the consumer doesn’t know their data just got shot across your desk.

Ever heard the saying “you get what you pay for”? Trigger leads will keep your sales people busy.  Just make sure you supply your team with a couple bottles of Advil as they most likely will be answering questions from angry consumers wondering how you got their info, “I didn’t apply!”  Sound familiar?

I have a theory on why trigger leads exist.  The auto finance lead industry slowed to the equivalent of stock cars entering pit road after the “big one” at Talladega.  Marketing costs increased.  Low dealer demand combined with lowering consumer credit scores and lenders tightening their belts during the recession forced downward pressure on prices.  Lead providers already selling cheap leads had only one way to go: find a cheaper source.

Now I like to use food analogies so you’ll have to forgive me…. Where I was raised we were taught the only thing that can dress a pig is a good rub, hickory smoke, 220 degrees, and about 8-12 hours of love.  I don’t recall lipstick being around.  If your lead provider offers leads for under $20, you may want to read the fine print.  Original leads cost darn near that just to generate.  Verifying and filtering… now that’s another story.

Happy Selling!

- Tom

Tom Feary is General Manager for Interactive Financial Marketing Group.

Here’s a question… what do Arsenio Hall and Interactive Financial Marketing Group have in common?

The answer… 1989.

Arsenio Hall hosted his first late night talk show in January of 1989.  IFMG, aka 1-800-Car-Loan began taking applications for a local dealership that same year.  Of course we’re still here and uh, well Arsenio Hall is somewhere.

This week we are celebrating our 4th Auto Dealer Monthly Dealer’s Choice Award in the Special Finance Leads category.  That means that readers of the magazine, mostly auto dealers from across the United States think we’re the cats pajamas.  We’re honored to have received the votes and recognition.  Thank you to all who voted. Congrats to all those who placed in the category.

A big “thank you” goes out to our employees, many of whom through the economic downturn have passed on 40-hour-a-week opportunities to stay and work tirelessly to serve our customers.  We’re inspired to work around them every day.  Thanks to our vendors and affiliate partners who work with us to optimize marketing channels that attract the best local consumers to our network.  Of course, thank you to the many consumers who have placed their trust in us to protect and secure their privacy while connecting them to a sincere source of financing.

After these past 18 months, we don’t take many things for granted.  It’s nice to receive the recognition.  We look forward to serving more in the near future.  Now let’s Sell More Cars!

-Tom

The taxi drivers were talking amongst themselves on their radios, sharing ideas on where the hot places for fares would be in town on the evening.  “The game at UNLV lasts about two hours,” said one driver.  “There is a steady stream of fares now at the airport,” said another.  “Thanks for the heads up.  I’m heading over now,” responded a cabbie.

The constant communication of questions, ideas, tips, among peers caught my ear for a couple of reasons:

1. It’s Vegas.  Aren’t there tons of places for hot fares?
2. Its cab drivers.  There are best practices and ideas for cab drivers?!
3. Vegas + Taxi = Homogeneous service

This got me thinking about our leads business.  In a market where there exists lots of opportunity, competition, and where products are essentially the same, those who can communicate and differentiate have the better chance for sustainability.  Cab drivers included.

Even on the heels of LeadsCon, a conference where everyone wants to talk about their cool take on life, we continue to be amazed at how little people actually communicate and talk about where the best fares are.  Sales people talk but ask few questions.  Business principles signal but don’t get down to brass tax.  Take for instance the break out sessions at the conference.  There was very little substance, or data presented on what actually is working where.

If there’s any big take away from our cab ride and trip to Vegas, it’s that we all win together when we share and are resourceful with one another.  What may make a good generator of leads, may not make a good provider of leads.  What works when scoring leads for auto finance, may not work when scoring mortgage leads.  Yet when we recognize what we’re good at as individuals and how more value can be appropriated across all points within a chain everybody wins, specifically the end user.

Hello March 2010.  We look forward to the remainder of the year.

- Tom

Tom Feary is General Manager for Interactive Financial Marketing Group.