Basics About Lead Generation

Published on Jan 8, 2014




© kchungtw - Fotolia.comIf you ever worked in sales or telemarketing, you know how difficult it can be to handle cold calling. Often you wind up contacting someone who has no interest in what you have to offer. Certain people are even rude or upset you tried to sell them something. Lead generation makes the job of sealing the deal much easier. When you have viable leads, the people you reach out to have actually shown interest in your products or services.

What Are Leads?

Everyone talks about getting leads but what exactly are they? Knowing the basics helps you improve your sale efforts. A lead is a potential customer who has show interest in your company’s offerings in some way. They might have answered an email inquiry or requested information from your website in the past. Instead of cold calling or emailing people with the hope they will respond, your business already knows the person could have a need for what you are selling. This approach is more personalized and effective. You can waste a lot of time trying to sell what you have to someone who has absolutely no interest. For example, a single woman is unlikely to be in the market for athletic support undergarments. When you reach out the right target market, it boosts the chances of making a sale.

The Importance of Lead Generation

You have to find ways to generate leads. This means you need to connect with people to find out if they want what your business has. Website content is often used to generate leads. Effective content provides useful information and speaks to readers. It encourages them to take action. This could mean signing up for a free email newsletter or subscribing to your blog. The right content uses certain facts and keywords to attract readers and search engines. Abusive use of keywords can bring people to your website who are actually looking for something else. Well-written web content can be an excellent way to get the attention of possible customers. Your goal is to build an audience, gain their trust and encourage them to share your content with others. This long-term strategy can result in an increased number of satisfied customers.

Learn More About Your Website Visitors

Once your website visitors start to trust you, it is time to gather info about them. Offer discounts, coupons or take surveys. These are all ways to get people to share their names, email addresses, mailing addresses and other contact information. This can be used to create email marketing lists or mail marketing lists. This is another way to build the relationships you have with website visitors. It certainly beats trying to talk someone into something they may never want. You already have a head start when it comes to trying to sell them on your business.

Creating Lead Opportunities

Your website design should encourage the possibility of lead generation. A landing page gives people a complete overview of what you want them to try. This page might have a form where visitors can share their contact information. It helps to offer them something to encourage them to tell you more about themselves. White papers, e-books and newsletters are all ways to get people to share contact information. Free content related to what they are looking for is an affordable way to start generating leads. Include a call to action on your landing page to make people want to do something now. You could state your free content is a limited time offer or let them know why it is essential to know more now.

Lead generation can be tricky but it is well worth the effort. Cold calling and sending blanket emails is like taking a shot in the dark. You want to make contact with people who care about what you have to say. This brings you one step closer to making a sale.

Main Takeaway: A lead is a person who has shown interest in what your business offers. Lead generation gives you an opportunity to reach out to your target market rather than trying to cold call or email people who might have no interest. It is much easier to make a sale when you generate viable leads.