Do's and Don'ts for Lead Generation
Published on April 9, 2007
Most of us only think about lead generation when things aren’t going so well. It’s a high-pressure situation that can make the array of options overwhelming. Luckily, Ruth Stevens, author of The DMA Lead Generation Handbook and senior contributor to MarketingProfs, has some pointers.
These are your best bets:
Your Web Site: Bolster online traffic with search engine optimization (SEO) techniques. Then give visitors a compelling reason to leave their email address or phone number by offering downloadable content—say, a white paper or case study—in exchange for contact information.Direct Mail: The flexibility of direct mail and an abundance of targeted mailing lists keep this old-school technique relevant, even in the digital age. Bulkier packaging, called "dimensional mail," looks more important and stands a better chance of landing on the right desk.
Then there are options you should consider with conditions:
- Print Advertising: A print ad can generate leads—but it will need a strong direct response component.
- Trade Shows: With a qualified audience, trade shows can deliver leads at a reasonable cost. Otherwise, they're a waste of money.
Bringing up the rear are methods you’ll want to avoid:
- Broadcast Advertising: For most, this is prohibitively expensive,
- Rented Email Lists: No one reads spam.
MarketingProfs has a template for Pro Members that explores lead generation in greater detail. Click here to learn more.
