Customers often find it off-putting when random companies call them up or message them to offer goods or services they did not really call for. “Why are you calling me?” does not really sound like a customer ready to spend money on your company. Thankfully, there is such a thing as lead generation marketing to help companies avoid this.
What It Is
A ‘lead’ is basically a person interested in your business aka a potential customer, and lead generation is about attracting and gathering these leads.
These leads can be generated through the personal information they put on the internet, and their information, in turn, can usually be gathered through online surveys, job searches and applications, and trial forms, among others.
Note that these leads provide information, such as email addresses and phone numbers, because they want to subscribe to companies, and this marks a major difference between organically generated leads and bought leads, but we will get to that later.
How It Works
Organic Lead Generation
When people interested in a job, service, or product fill out certain forms, say, a survey, with this they resign permission to their personal information. The survey could be a job application profile, or maybe a form for downloading free educational data.
Agencies specializing in obtaining this customer data from the sites then verify the information and send them to the relevant companies.
With a list of names and verified information along with those names, companies then know which people to contact and try to sell to. These leads are called “qualified leads.”
It is to be noted that there is the option of buying these leads. Here, you get information from leads organically generated by a different company.
While it does actually effectively generate leads, it actually sacrifices the quality of the leads you get and you end up losing customers instead of gaining them.
These leads you get do not actually know your company, since they did not subscribe to calls/mails from your company. One can only imagine how surprising and unpleasant it is to constantly receive unwarranted updates and messages from a company you do not care about.
Why It Matters
While active promotion and pursuit of customers is encouraged in business and is actually a successful method of gaining clients, when it comes to lead generation, nothing beats organic interest.
When the person you are talking to is genuinely interested in what you are selling, or at the least, not annoyed by your contacting them, then they are more inclined to buy it and maybe even become a returning customer.
This, in contrast to what you get with bought leads, should be enough reason for any business owner to see why strategic lead generation is vital in any successful marketing plan.
Lead Generation and Your Business
Lead generation helps both customers and businesses. On the customer’s side, it is beneficial since it allows them to get updates on products or services they are interested in availing. On the business’s side, meanwhile, it is beneficial since it allows them to advertise to “enthusiastic” customers.
Things to Consider Now
Reliable information is important in successful lead generation, and for reliable information, it is important to have a good agency supplying you with information. It has unfortunately been an unethical practice for some agencies to provide clients with junk leads or leads with inaccurate information.
As The Balance puts it, a lead “is really only as good as the lead agency that you are purchasing it from.” So when looking to try out lead generation, make sure that you are getting a quality marketing lead generation team from a trusted agency.