Lead Generation

Introduction to Lead Generation

Everybody hates a cold caller; that is something we all have in common.

Having potential customers ring you rather than you having to try calling them has to be good, yes?

This is where Lead Generation comes in.
Lead generation is not about harassment it’s about information gathering and there has been no better age for information hunting than the one in which we are living right now. The best thing about the plethora of tools at our disposal is that most of them require little from the third party – the whole process can be achieved very organically. That is where companies like Lojix come in, with tailor made packages of organic SEO solutions to ensure that companies have all the information at their disposal that give them the greatest opportunity to turn virtual visitors into solid leads.

To the layperson, if you say you can create lead generation content for their website, they may baulk at the coldness of the terminology, which really doesn’t do the work justice. If, rather, you say something along the lines of,

"Our role involves finding unusual and innovative ways to attract people to your business. We aim to offer enough sweeteners to pique their interest and get our brand into their consciousness so they actually relish contact from us.”

That is the crux of lead generation and should ring truer with those it can help. It is essentially the equivalent of old school sales-person patter for the online generation. It is a way of setting people on a path that will see them inevitably ending up a consumer of a certain product or service. Lead generation lays down a one-way street to your tills or offices, but there are pitfalls and as with anything there are good and bad lead generation specialists.

Over the past few years Lead Forensics have become impossible to ignore as the leaders in the field and this is mainly due to the fact that they get the basic elements spot on. This boils down to the use of IP tracking to provide invaluable business information, including full contact details, pages visited, how long spent on the site and how your lead got there.

The services provided by such online lead generation services will culminate in a vast reduction in time wasted on cold calling and sifting through pages and pages of data. You will end up with exactly what you need on warm leads – not the proverbial wild goose chase – and vitally, not buried in a sea of useless information.

How does IP tracking work?

The first step, once you’ve settled on a provider that you’re happy is right for you is that you'll be required to install some code on your website (normally in the footer) that will enable tracking. This is a very simple and straightforward thing to do, especially for those whose sites use standardised headers and footers on each page.

From a client perspective, that’s your work done and dusted and all that remains is to wait for the data (and hopefully your lovely warm leads) to flow in. It really is quite incredible and you’ll be able (in real time no less) to see the names of businesses that are visiting your website and taking an interest in your products or services. You’ll be able to see the keywords they entered to find your site, which can itself be an absolutely crucial hint for content writing for blogs and websites linked to your business and you’ll be able to see exactly which pages on your site they spent time looking at.

Obviously the next step is to decide how to contact the warm leads, but unlike cold calling you are in a position of relative power as you already know that they are interested and to an extent exactly which part of your business attracted them.

Limitations

Of course, as with anything there are certain limitations – IP tracking works primarily for businesses and not private online visitors and furthermore it will only work for businesses using static IP addresses. It is worth asking the question as to whether your lead generation company is going to offer manual editing of the IP addresses it provides data for, as this adds an invaluable human touch and can yield more vital and purer results.

Conclusion

The aim of the lead generation game is taking control of your marketing and channelling it in a direction that doesn’t see hours and hours wasted on people who really have no intention of using your product. Being able to convert ready-to-buy prospects before your competitors even get the chance to make contact should be enough to convince even the thriftiest of companies that online lead generation need be an obligatory part of their marketing campaign.