Lead Generation: The Secret to Marketing Success

Every single piece of marketing your company does is for the purpose of lead generation. Of you've got a product you want people to use; you have to find those people to sell it to. That's why a strong lead generation plan is a must of any business plan. If it's not, it needs to be!Even marketing geared toward building brand awareness of a company name is really for the purpose of lead generation. By saturating the market with your name and associating it with a particular product, you build top of mind awareness within consumers about your product. Than when Susie Consumer has a need for a product you provide, your brand name is the first that comes to mind. Next thing you know, you've got a lead you can turn into a customer with little to no persuasion and follow up.There are many forms of lead generation. The 'power-media' of the past such as commercials, print ads, billboards and radio commercials may be all well and good for brand recognition building, but leave much to be desired in the lead generating category. You just can't target your audience specifically.Other traditional tactics work a bit better as lead generation. Telemarketing and direct mail allow you to target your audience a bit better. So if you're selling office copiers, you can directly target offices with phone calls and mailings, rather than every household in America with a television commercial.Internet marketing is probably the best marketing medium when it comes to targeting your audience. Lead generation is at it's best when done through the Internet. By utilizing search marketing programs (or pay per click advertising) you can make sure your ads come up for anyone searching particular keywords relating to your product or service. Hopefully, they click on your ad, are sent to your website, where your enticing offer makes them leave their contact information, capturing them as a lead.Of course, you have to offer something worthwhile in exchange for a consumer's information. Lead generation is all about give and take. Your offer needs to be either off the wall creative, or just to good to pass up. You can use your blog to get people to sign up for updates, or offer free coupons to your services.Informational packets are always a big thing as well - for instance, if you were an event planner looking to get business for the holidays, you may offer a free Holiday Office Party Planning Guide, complete with location and catering ideas, free invitations, coupons and discounts for various services and more. Information is power - if you've got information your prospective customers can use, don't be greedy with it, share it in exchange for their contact information. The old adage 'you catch more flies with honey than vinegar' definitely applies.The bottom line when it comes to lead generation is identifying your target audience down to the tiniest demographic, and than coming up with creative ways to target that audience to get your brand name in front of them OR to collect their contact information. Once you get their information, you move from lead generation to lead follow-up, and that well that is a whole new ball game!