Address potential prospects can generate online and offline target groups.
The modern concept of lead generation, prospecting say is the result of direct marketing. The origins of direct marketing company to go back after the first World War their products distributed through the mail, so mail order houses like Eduscho and source. Since the 80s, but the increasing competitive pressure by the customer orientation in other companies led to a greater interest to the Direct Marketing So advertisers reach their target audiences with reasonable economic effort, they need a professional direct marketing. Experience has shown that it is possible through the use of direct address almost any media as a sales medium. For example, on coupons, telephone callbacks or fax orders. About this direct customer contact to increase the chances of a long-term dialogue How does Leadgenerierun
The following instruments are used in traditional direct marketing lead generation:
Coupon Ads (couponing)
Display with Phone counseling services
Display with glued order card
Mailing, with info card to request further information
Has aroused the interest of potential customers, this carries its desired by the advertisers contact details into specified fields of the media and passes it back to the advertisers.
Thus, the advertiser now gets a lead
Online can be very diverse advertising materials (banners, text links, etc. ) can be used for lead generation in just about all available delivery channels (classical sites, e-mail, social networks, search engines, etc.). These promotional materials are found incentives (Contests, coupons, product samples, etc.). If the user clicks it he is redirected to the so-called landing page of lead campaign, where he can enter his data on pre-defined data fields and gives his consent that they may be saved by the advertiser (web forms with the explicit consent for advertising).
Quality of leads generated
The quality of leads generated is determined by the following factors: accuracy, timeliness, voluntary, conscious transfer of data by the (potential) customers and the customers of genuine interest in the relevant product or business. Not all leads are qualitatively the same quality. To ensure a high quality of leads generated, it is under the lead generation often requires the evaluation and qualification of leads. Target for most advertisers, it is of course, generate leads in high quality. Is not given to high quality, customer dialogue is difficult or can not be done in the long term or the long term. Because it is usually for companies with large (time and financial) costs and costs associated to identify and weed out incorrect records or even invented. Moreover, the risk that consumers may feel harassed by their respective companies when they send them without your specific consent or advertising use their data arises. This can lead to reactance in consumers and reputation of the company.
A high quality of leads generated can be achieved through various measures. These are just simple to implement in the online lead generation, because the records are present here from the beginning in digital form and can be verified as simplified automatically. The online gained Leads can find almost countless levels and validation will not only automatically but also manually checked for accuracy. Some examples of such validation steps include:
Securing the consent of the consumer for any further use of their data (eg by double opt-in method)
Automatic checks of the generated data sets, for example, apparently invented information (eg Mickey Mouse as a name), double entries, plausibility (for example, in Germany there is no city called New York), or the like.
Examination by human sighting (eg a typo)
Additional contact by telephone through a call center to make sure that the user really is interest and eg an incentive such as a "sample workout in the gym" for appointment required
Using the generated leads
Companies generate leads for various purposes, eg to the development and expansion of a customer database for the initiation and development of a customer dialogue in the framework of their dialogue marketing, then that is to contact us by phone so kind to send them your newsletter to potential customers, etc.
In addition, companies can build up with campaigns for lead generation a positive image among consumers and promote the development of brand awareness (so-called branding). Which can be described as a positive side effect of such campaigns, because these effects occur when the consumer perceives the advertising, even if it does not pass its data.
The end result will be increased by the awakened interest of the customers and promoted clearance sales of a company.