Posted by: Jenny Bachner, Media Specialist

The economy is looking down, and companies are feeling the pinch. When companies feel the pinch, they often consider slashing marketing budgets. For 2009, however, I’m holding steadfast in the marketing recommendations I’ve made to my clients. It’s not about marketing less – it’s about being smarter with the ways we spend.

One of the upsides to online media is that you can carefully measure results and track success. When every marketing dollar counts, it makes sense to invest in a marketing program that will deliver guaranteed results. In online lead generation campaigns, it’s important to keep the leads coming in and to use very specific criteria to qualify those leads as viable opportunities. And while some publications have been offering cost-per-lead (CPL) campaigns for ages, others are just beginning to warm up to the idea.

Cost-per-lead campaigns definitely run the gamut. A program can be as simple as purely paying for leads – which typically doesn’t guarantee the best quality – to the more modern day practice of targeting specific assets to a highly targeted audience. I prefer the latter.

Here are a few things to consider when investing in a CPL program:

• The old saying “ask and you shall receive” is holding more weight in the down economy. If the publication is not offering a CPL program or lead guarantee, ASK FOR IT! This isn’t the time to be shy.
• Make sure you’re working with a publication that targets your core audience. As with any other media buy, if you’re not in front of the right people, your leads are no good.
• Choose a lead goal that can be realistically delivered in your time period – you want to make sure that the publication you’re working with has the capacity to generate leads in a timely manner.
• Also, choose your lead goals carefully – remember it’s about quality, not quantity. Your sales team won’t appreciate a deluge of unqualified leads.
• Negotiate specific guidelines into your program – you don’t want to be paying for competitors, incomplete contact information or leads out of your sales region.
• And finally, be sure you have enough collateral to run a complete program. Give the publication as many assets as you have available. The more they can run, the stronger your program will be.

In today’s economy, a guaranteed lead program is a prime example of marketing smarter. While your competitors are scaling back their efforts, take the opportunity to seize market share with a thriving marketing program that’s guaranteed to deliver results.