Lead generation can be a tricky practice for marketers. I know this because one of my responsibilities is to generate leads for my department. There are lead generation services on the Internet that provide you with names, email addresses, phone numbers, and more of total strangers. I submit that such services are a waste of money, at least for what I’m trying to accomplish.
Generating leads should be more than emailing (spamming) total strangers who have never heard of your business. Generating leads should be more organic, more natural. Let me put it another way. The leads should come to you; you shouldn’t need to go after the leads.
How do you accomplish this? There are many ways. One way, which I am currently experimenting with, is the use of online tools and quizzes. I believe in providing web users with great tools they need and fun, interactive content (online quizzes). Doing so turns users into customers.
But you can’t expect to throw tools and quizzes on your web site and expect to start generating leads. You’ll need to make your tools unique. Focus on something the users haven’t seen before. Once you have a unique offering you need to promote it. Do this by branding your tool, or quiz, with you company’s logo and a clickable link back to your homepage or online form. Then syndicate your tool across the web, ideally a high traffic web site.
My department is about to do exactly that. I’ll be sure to let you know how it turns out. Be prepared for a celebratory post!