Altering keywords 'may boost online lead generation'

Businesses need to consider changing their online keywords if their lead generation campaign is to be as successful as possible, an expert has advised.

Speaking to BtoBOnline.com, Mark Simon of Didit explained that some firms may be wasting their web advertising budgets by using keywords that pay a search engine but do not result in a sales conversion.

"If you're attracting a lot of non-converting search traffic, consider changing keywords to focus a bit more on your niche in ways an average consumer wouldn’t think about," he told the news source, advice that may be of use to IT firms using online marketing to boost customer numbers and sales figures.

And there are a number of other steps organisations can take in order to maximise the efficiency of their lead generation campaign, Mr Simon added.

These include analysing data to determine when potential customers are most likely to visit a website and using this timeframe to place relevant advertisements.

In related news, Tsafrir Peles, co-chief executive at marketing company DMG, recently stated that the importance of online advertising can increase during a recession.

According to Mr Peles, many companies are spending more time online in an effort to find ways of cutting costs during the economic downturn.

Written by Julian Poulter and Copyright "Selling People 2009"