Let’s say you’re working on improving the performance of your website. If you’re a typical online marketer, according to the latest data from MarketingSherpa (courtesy of Hubspot),  you’re going to be working on search engine optimization (SEO) in an effort to accomplish three primary objectives:

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.

They are often called “guaranteed credit scored leads.”  Some call them “the next generation automotive lead.”  We call them bad leads.  Trigger leads, the next big blemish on the auto finance face and the soon-to-be-blip on a law makers radar.

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.

OK so the move is one week away and the office is buzzing with excitement!  This past week has been filled with packing, coordinating, arranging, and even drilling holes in the desks!  While we will miss the downtown atmosphere, we are definitely looking forward to the new building along with the surrounding area and what it has to offer.

 One of the restaurants that I look forward to trying is a place called the Ugly Biscuit, which I am told is basically a restaurant where they stuff biscuits with anything you would like! (within reason of course).  Another recommendation was a diner called The American Diner. It’s more of a local spot with great food and cool decor. Then we have the assortment of cultural restaurants  including Indian, Asian, Italian, and Ethiopian cuisine among many others.

Another thing I am especially looking forward to is being next to the Chesterfield Mall! Shopping at lunch? I think the employees, especially the ladies, at IFMG are excited about this. There is plenty to do in the area including restaurants, shopping centers, and recreational activities.

So a new building wouldn’t be complete without a new sign. We have enlisted the services of a local company, Custom Sign Studios, to create a metal sign for the outside of the building. We are impressed with the progress of the sign and very excited to see the final and finished product on the outside of our new building.

Stayed tuned for next weeks blog as we will be posting pictures of the new office as well as employee reactions. We are pretty confident they are going to love it!