Lead generation

Lead generation, or lead gen is a marketing tool used, particularly in internet marketing, to generate consumer interest or inquiry into products or services of a business. Leads can be generated for a variety of purposes - list building, e-newsletter list acquisition or for winning customers. There are many tactical methods for generating leads. These methods typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers. Businesses strive to generate 'quality' leads. Quality is usually determined by the propensity of the inquirer to take the next action towards a purchase.

Contents

Use of lead generation in service industries

Lead generators use search engine optimization to achieve top ranking for searches for services such as a locksmith on search engines such as Google Places. Often a phony local address is used to fool the search algorithm, as is liberal posting of the lead generator's NAP, name, address and phone number, on the internet. The practice is used in other industries such as auto glass replacement, roofing, or carpeting. Similar practices are used in Yellow Page ads also.[1]

Lead generation organizations

See also

References

  1. ^ David Segal (July 9, 2011). "Picking the Lock of Google’s Search". The New York Times. http://www.nytimes.com/2011/07/10/your-money/lead-gen-sites-pose-challenge-to-google-the-haggler.html. Retrieved July 10, 2011. "...with relatively rare exceptions these operations aren’t in Seattle at all. They are phone banks, typically set up in far-off places, often in other countries. Call them and they’ll dispatch a locksmith."