Simply put, a lead is a prospective consumer who is interested in your service and has responded to a direct marketing advertisement. There are a couple of formats in which a lead may be purchased. A “data” lead provides an interested consumer’s contact information. After receiving this information, you need to initiate contact with the consumer. A “voice” lead provides a call from a “live” consumer directly to your phone.

Each lead type has a respective conversion rate. Conversion rates vary depending on the lead type, advertising/media used to generate the lead, and most importantly the processes you have in place to work the leads.

While no lead provides a gift wrapped person ready to sign on the dotted line, a lead does provide an interested consumer who has responded to a response-geared marketing piece of advertising precisely because they are “in the market” for your service.

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While the fundamentals of lead geneation is a familiar topic to many, everyday new individuals turn to lead generation as a way of acquiring customers.  As such, a summary of its benefits is worth repeating.

Online lead generation is an efficient and measurable way to acquire new customers and one that increasingly plays a greater role in many companies’ marketing budgets.  Lead generation falls under the category of performance marketing and more than any other marketing method, lead generation earns this distinction by providing those who use it with consumers they are able to convert.

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Consumers interested in your service calling you on the phone provide some of the most valuable leads a sales team can receive. One way this can happen is for your target audience to hear or see an ad on the Radio/Television and then call a number to be immediately transferred to your sales team.

While this process sounds straightforward, the challenges of getting the phone to ring, developing the technology, and managing the process so that it works seamlessly at a price point that rewards both buyers and sellers can be challenging.

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