Lead Max - Tactical Matrix

Strategy	Rationale	Expense Frequency	Relative Cost In Dollars	Relative Cost In Effort	Cost of Inaction (opportunity cost of doing nothing)	Impact Horizon
PPC Advertising	Increases Quantity of Leads via Increasing Site Traffic via Paid Inclusion in Search Engine “Results”	Ongoing Expense	High	High	Visible	Immediate	though relatively costly, can garner immediate results in terms of traffic. However, the moment you stop advertising is the moment you stop benefiting from PPC.
Link- Building	Increases Quantity of Leads via Increasing Traffic via Increasing Site’s rank in the Search Engines	Periodic Expense	Low	High	Visible	Long Term	can be regarded as an advertising cost, especially for directory listings which need to be renewed. On the other hand, many links are a one-time investment, requiring no annual subscription fee.
Onsite SEO	Increases Quantity of Leads via Increasing Traffic via Increasing Site’s rank in the Search Engines	Periodic Expense	Moderate	High	High	Long Term	requiring time and patience, but delivering long-term benefits in the form of increased traffic and liberating you to some extent or another from the expense of ongoing PPC advertising.
LCO (Lead Capture Optimization)	Increases Quantity of Leads via Improving/ Including On-site Lead Capture Mechanisms	One-Time Expense	Low	Low	High	Immediate	When compared to PPC and SEO, LCO is an extremely low-cost endeavor which can increase the amount of leads harvested from a website exponentially. In addition, LCO is similar to PPC in the sense that results are instantaneous. It is dissimilar in that it is not an advertising expense, and does not include ongoing recurring costs.
UPO (User Path Optimization)	Increases Quantity of Leads via Improving the usability of a site, guiding specific types of users to specific calls-to-action	One-Time Expense	Moderate	Moderate	High	Immediate	In some cases only nominal changes are required. In other cases, the necessary remedy may be revamping the entirety of the site (a new site altogether). Nevertheless, a site which is nonsensical to visitors or even marginally difficult to navigate or make sense of from the visitor’s standpoint can impede profits in untold ways.
Cross Promotion	Increases Quantity of Leads via Increasing Site Traffic via Inclusion in ongoing advertising outlays	One-Time Expense	Low	Low	Variable	Immediate	simply the “art” of maximizing your site’s exposure via already paid-for channels, such as newsletters, business cards, on-hold messages, voicemail greetings, email signatures, invoices, and the like.
Increasing Sales Conversion %	Increases Closing percentage of Leads	N/A	Moderate	High	High	Mid-Term	the analysis relating to diagnosing where problems exist and the effort it takes to remedy them can require a good deal of time, effort, training, and discipline. However, the costs associated with doing nothing in this regard are often significantly higher than taking action to correct a less-than-optimal situation. In this sense, one should consider this an ongoing internal project.
Increase Net Profit per Transaction	Increases profit	N/A	Low	High	Variable	Mid-Term	also requires a good deal of analysis, from personnel to sales methodology. In some cases, the time investment is minimal. In other cases, the exercise can reveal massive inefficiencies.
Decrease Expense per Transaction	Increases profit	N/A	Low	High	Variable	Mid-Term	Increasing Net Profit by another name

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