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Lead Generation Strategies | USGEA

Lead generation is a marketing term that describes to the creation or generation of prospective consumer interest or inquiry into a business' products or services. Lead generation is not a new concept, but the popularity of the Internet has made is so that a business can outsource its lead generation activities and receive great results. Leads can be generated for a variety of purposes - list building, e-newsletter list acquisition or for winning customers.
There are many companies that specialize in generating leads for other companies. Lead generation companies use their own, proprietary methods for collecting leads in specific categories and then they distribute to various clients. Clients can generally pay per lead or pay per sale; payment structure really depends on how the lead generation company is structured.
Lead generation could work for just about any business, but most industries using this type of marketing include insurance agencies, education institutions, office suppliers, and furniture stores. Trends show that lead generation will become even more popular in the future, especially for service oriented businesses.
Lead generation has become popular with businesses because it enables business to:
  1. Determine pricing on a per lead basis
  2. Pay only for the leads thatare received
  3. Choose the product or servicethey wish to offer to prospects
  4. Select the geographical area that the business is interested in
  5. Control the number of leads a business wishes to receive per month

Below are common methods used in generating leads:

  • Direct Mail– This method utilizes the sending out of product or service information through e-mail, postcards, brochures, etc.
  • Webinars and Seminars - This is a newer method used by internet business owners. Webinars and online training are conducted for free. Once the interested party signs up via an email address then a prospect or lead is created.
  • Web Marketing – There are many choices with this method such as pay-per-click or pay-per-leads. The internet has many resources for the business owner to find out more of these marketing strategies.
Lead generation requires unique skills.  The talents needed to consistently find and qualify prospects are very different from those needed to close sales.  The key reason our clients seek our help is that their sales representatives and sales management are trained and compensated to focus on closing business.  As important as it is to the sales process, most representatives do not, consistently make the effort to develop new prospects and sales opportunities effectively.
Below are some benefits of Lead Generation
  1. Lead generation assists the business owner to determine which ones on a list are interested in the product or service.
  2. Provides information on what product or service is most popular. Promotions towards this product or service can then be made for targeted customers.
  3. Lead generation information shows what product or service people are looking for. This is useful for product development and expansion.
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