The basics of lead generation....

By: Ashley Lichty



It's no secret really - every business needs a strong lead generation plan. If you've got services to sell, you need leads to sell them to. That's why any marketing you do should be to generate leads. Period.

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 tactics work a bit better as lead generation. Telemarketing and direct mail allow you to target your audience a bit better. So if you're selling office copiers, you can directly target offices with phone calls and mailings, rather than every household in America with a television commercial.

Internet marketing is probably the best marketing medium when it comes to targeting your audience. Lead generation is at it's best when done through the Internet. By utilizing search marketing programs (or pay per click advertising) you can make sure your ads come up for anyone searching particular keywords relating to your product or service. Hopefully, they click on your ad, are sent to your website, where your enticing offer makes them leave their contact information, capturing them as 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.

Information is power, so if you've got it, share it - the offer of a quality informational report will often draw in leads. For example, if you are an event planner in need of holiday business, put together the 'Ultimate Office Part Guide' that includes tips, tricks, coupons and invitation templates for planning a holiday part in exchange for a user's name, email and phone number. If you want their contact info, you gotta give in return!

The bottom line when it comes to lead generation is identifying your target audience down to the tiniest demographic, and than coming up with creative ways to target that audience to get your brand name in front of them OR to collect their contact information. Once you get their information, you move from lead generation to lead follow-up, and that well that is a whole new ball game!
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