Christmas should not be the only time for giving back. This needs to be done on a monthly bases, at least.

I know you have heard this a 100 times, but how many of you return or give data to your lead providers? I am not just talking about bad data either. I was browsing my blog feeds the other day and came across a post on the LeadPoint blog, which touched on this topic. This topic has been on my mind for a little while now too. I have had a number buyers complain about dips in quality, which lead them to cancel their service and I always ask them if they gave data to the provider. More times than not the answer was no or yes but bad lead data only.

There many times in my past that I was able to help increase quality of the leads I was buying by simply sharing data with my lead providers. I will elaborate in one sec, but first I need to get this statement out of the way. Sharing your data will not lead to increase prices. I have heard lead buyers say this, “Well, if I give them data they will find out how good I am doing and then raise the price of the leads”. This falls into the over abundant feeling that runs rampant in this industry call scarcity. People are so afraid to share information.

As a lead buyer I also considered my lead providers has partners. They were my marketing team. When leads did not work, I told them. When leads did well, I told them. This was the only way they could improve their efforts and many times the lead provider was able to find a way to optimize my account. I had one experience where I could not figure out why a certain lead provider wasn’t performing as well. The lead provider and I realized that, for a number of different reasons that would take too long to get into in this post, the leads were being delivered to us at a specific time of the day because of our pricing and filters. Because we noticed this we were able to make an adjustment to the delivery time and that helped boost our conversions.

One specific relationship I had I sent data, good and bad data on a bi-monthly bases. This provider was able to pin point the ads and locations that best converted for my company. I had a number of relationships just like this with multiple providers and with each of them the transferring and sharing of data was a big piece of the pie for having solid conversion numbers.

Get with it and give your provider your data. I am telling you that it will help your company and improve conversions. Even if it helps improve the conversion by only a small amount it is worth and only takes a maximum of 5 minutes to complete. One more thing, giving your data to your providers is going to reduce the risk of quality dips and will help them generate better leads. These guys my be testing multiple ad variations and with out your data they will only be able to judge the ad variations off of click through rate (CTR), which is not good. CTR and actual conversions could be totally different.

Good Luck!

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