Lead generation is the use of a computer program, a database, the Internet, phone panel or a specialized service to obtain or receive information for the purpose of expanding the scope of a business, increasing sales revenues, looking for a job or for new clients, or conducting specialized research. But it’s not just getting the lead that is the end all be all. We must target our audience and get the leads that are relevant to our offers. Otherwise we have a bad lead that becomes lifeless and hasn’t served our purpose at all. Because lead generation is the first step of the sales process, both quality and quantity are important factors.
On the Internet, Web sites and search engines can be excellent sources of leads, although the process can be time consuming. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to qualify leads before passing them to sales. Quality leads are leads that a salesperson has a good chance of closing. Every lead list will have a number of junk leads – people who are not qualified to buy the product for some reason – but the smaller the percentage of bad leads, the less time salespeople will waste while processing that list.
Several vendors offer computer programs designed to assist businesses in lead generation. These agencies will often have a network of companies and websites that it uses to promote its client businesses. When a visitor expresses interest in one of the agency’s clients, the agency passes that lead back to the client. You want to make sure that you are using an Opt-in form to give the customer the choice if they want to accept the email and get on your email list or not. Mass unsolicited e-mail advertising (or spam ) is also considered unethical by many, and it can result in electronic blacklisting.
The internet allows for the development of an extremely targeted lead generation campaign, with publishers such as Google AdWords, Yahoo. Any business with a website can appear on a search engine listing for related searches, and visitors can then click a link and be taken to that company’s website. The second component in internet mortgage lead generation is an Internet Marketing Campaign to increase your search engine rankings. Companies that use pay-per-click advertising are advised to move cautiously at first, as an overly successful campaign can end up costing far more than expected!