You’ve unleashed a DRTV lead generation campaign. The call centers and landing pages are ready. Reps are hunkered down for a major traffic flow. But how will you really know if you hit the mark?

First, let’s backtrack. The first thing lead-seeking brands must do is accept a few new realities. The biggest of these is the ‘discovery’ factor now ruling the online marketplace. In a nutshell, onliners generally insist on discovering brands for themselves. Hence, all those frenzied online searches. Trust is critical here. For lead-generation DRTV, this means developing content that first inspires trust in your brand. Only then will audiences take the next step.

Once a lead-generation campaign is underway, it’s not enough to look at website traffic. Brands must apply key metrics to gauge the true impact of their efforts. Among these critical metrics are:

• Click-Thru Rates (CTR) – Number of times targeted consumers clicked specific online links.
• Conversion Rates – Number of times targeted consumers performed a desired action.
• Time to Customer Conversion – Indicates which lead-generation campaigns delivered the quickest results.
• Cost Per Customer – Excessive costs will gobble up profits.

If you have questions or thoughts about DRTV for lead generation, please leave your comments.

And be sure to reach out to IDR for the latest in video marketing. We’ll help you generate high-quality leads with DRTV, reach online shoppers via DRTV and social media, and build your brand with traditional video productions. Contact IDR for a free consultation.