Let’s be clear that not all leads are of equal quality and differences do exist. Most internet-based leads are generated through organic search, pay-per-click (PPC), email, or co-registration. Understanding the differences in these campaigns can be very important to the lead buyer.
Organic search is often the highest quality aged lead because the prospect was searching and presumably interested in solving a tax problem. PPC leads are also high quality IRS tax leads because prospects located the site based on specific search criteria and presumably have a high degree of interest. Of course both search and PPC are generated based the same keyword criteria, with the main difference being the targeting of the campaign. Internet leads based on organic or PPC tend to be more expensive than other lead generation methods.
Email and co-registration leads tend to be less expensive, but quality is often lacking. Email tax leads tend to have a broad reach and are not targeted based on specific end user requirements. With an email lead, a special offer is distributed via an email blast. So even though they may have responded to the request, they did not initiate the request so they may not have as much of an immediate need.
When it comes to lead quality, co-registration tends to be the weakest in terms of quality. This is often the case as the contact form is often incentivized (a free ebook for example) or has resulted as an upsell or secondary request (possibly a newsletter) once the prospect has shown interest in another service.
The end result is that different lead generation platforms will have different results. These differences create pricing discrepancies that if not properly analyzed upfront can result in leads with lower than anticipated closing rates. With lower closing percentages, a higher quantity of leads will need to be purchased to accomplish your required results.
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