the secret of lead generation

by Ashley Lichty

Every single piece of marketing your company does is for the purpose of lead generation. Of you’ve got a product you want people to use; you have to find those people to sell it to. That’s why a strong lead generation plan is a must of any business plan. If it’s not, it needs to be!

Even marketing geared toward building brand awareness of a company name is really for the purpose of lead generation. By saturating the market with your name and associating it with a particular product, you build top of mind awareness within consumers about your product. Than when Susie Consumer has a need for a product you provide, your brand name is the first that comes to mind. Next thing you know, you’ve got a lead you can turn into a customer with little to no persuasion and follow up.

There are many forms of lead generation. The ‘power-media’ of the past such as commercials, print ads, billboards and radio commercials may be all well and good for brand recognition building, but leave much to be desired in the lead generating category. You just can’t target your audience specifically.

Other traditional marketing techniques, such as direct mail and telemarketing, allow you to better target your audience. That way, if you’re selling office copiers, you can specifically contact offices and companies, rather than blasting your message over the television to every demographic in America. Smart, logical lead generation saves money and leads to higher conversion rates.

Internet marketing is probably the hottest market for lead generation. Out of all marketing media, the web can allow you not just endless possibilities of creative advertising, but also the best way to REALLY capture your target audience. With pay per click advertising alone you can target your ads only to people searching for your product. The consumer clicks on your ad, goes to your website and fills out a form for free information, leading them to become a lead!

In order to get an online consumer to leave you their information, you’ve got to give them something in return - it’s the game of lead generation. Your offer must be either enticing, creative, or something too good to pass up - people don’t like to give out their information for just anything. Your ‘hook’ or offer could be something as simple as having them signup for email updates to your blog or to join a forum, or an offer for a free coupon to one of your products.

Never underestimate the offer of good information either. As the saying goes, fair exchange is no robbery. If you’re asking for their contact info, give them something good in return. For example, an event planner could offer a 10 page PDF called “The Ultimate Office Party Planning Guide”. In the game of lead generation you’ve got to give to get!

There are two things to remember when it comes to lead generation: target your audience, and develop creative ideas to collect their information. Get their information, and you win the game. Of course, it’s only game one, and you’ve got several more to go - after all, a lead isn’t a customer YET, is it?

About the Author:

About the Author: Ashley Lichty is an expert in lead generation, content development and SEO at ProsepctMX.com. You can learn more about her at ProspectMX.