How the lead generation works
The following instruments are used in classic direct marketing for lead generation:
- Coupon ads (couponing)
- Ad with telephone counseling service
- Display with attached order card
- mailing, with information card for requesting further information
If the interest of the potential customer is aroused, the latter enters his contact data desired by the advertiser into predefined fields of the medium used and forwards this back to the advertiser. The advertiser now receives a lead.
Online, very diverse advertising material (banners, Text links etc.) in virtually all available delivery channels (classic websites, e-mail, social networks, search engines, etc.) are used for lead generation. In these advertising materials can be found the incentives (Sweepstakes, coupons, product samples, etc.). If the user clicks on it, it will become the so-called landing page of the leadpublicity campaign where he can enter his data on predetermined data fields and gives his consent to be saved by the advertiser (web forms with the explicit consent for advertising).
A range of tools and services are offered as part of online lead generation and lead management. For example, it is possible to use coded links to observe the behavior of the lead on the corresponding website and thus to draw conclusions about its interests. The comparison of the visitor IPs of the provider portal with databases can identify visiting companies and thus contribute to lead generation. That too Social Media Monitoring is a discipline of lead generation.
Another way to generate leads is to create high quality content for a specific audience. This may, for example, a White Paper, a guide or a checklist. These are not freely accessible. Interested parties must provide their contact details. Often, the users get access to the desired content only after one Double Opt-In-Method. In addition, the interested party is encouraged to subscribe to the newsletter. In some cases, leads that are interested in such content are also tracked by phone to make the product palatable. The advantage of such a procedure is that it is relatively easy and cost-effective to attract leads from a specific target group. Because only those, for whom it is really interesting, will give their contact data voluntarily. On the other hand, the procedure can also scare off those who value privacy or fear spam. In addition, it is possible that false information may be provided in order to read the contents