Tips for Lead Generation

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In a totally dynamic, changing and volatile world like the one we currently live in, attracting potential clients and increasing demand for the goods and services offered is the main objective of any entrepreneur or consolidated company in the technological field. The constant need to reach more users, to be present, visible, active and to have a constant propagation, leads to consolidating the generation of leads as one of the main raw materials to achieve the objective.

Proper lead generation translates into potential clients and therefore more opportunities, which affects the objectives and, which is not a minor issue, online reputation.

But… what makes the difference in lead generation?

Traditional marketing has among its redeemable aspects that can be applied within the new online marketing, a principle called the principle of the funnel, which is precisely what makes the difference between a lead campaign with optimal results or not ...

Demand generation is the key to lead generation, companies that incorporate active lead management into their business plan, aiming at eliminating those who are not qualified, obtain better results, increasing the effectiveness of access to opportunities. and generating considerable savings for the business.

This reflection leads to the establishment of a maxim; companies that dedicate time to active lead management, in the long term, obtain better results with less work.

It should not be forgotten that the primary destination of leads is to generate sales, for which the establishment of practices aimed at differentiating a qualified lead is essential.

Any company that has a database of potential clients takes care of it with all its care, because just as its homepage is the "showcase" of its premises, its database, it is that list of clients that gives life to the business.

On the other hand, the most frequent fears that a user faces about the possibility of becoming a frequent visitor to a sales or services site are:

Being "spammed": We must consider that not everyone thinks the same about this point, for some, receiving offers twice a day is fine, for others this is considered overwhelming, even if it is in the clauses that they accepted when they signed up, but consider that people rarely read them.

A good point regarding this issue and to avoid user discomfort, is to have an intelligent offer delivery system, such as the one used by Nestlé Spain, for example, in which, in the registration process, the user must choose necessarily how many times a day or a week you want to receive offers.

Of course, a delivery system in this way requires advanced programming in e-mailing campaigns, however, if the company is in the development phase and does not have access to this, it can resort to a standardized average. No more than one offer per day in the mail and avoid phone calls that have not been notified to the user; the massive and insistent calls like those used by some online betting companies or the currently fashionable currency brokers, end up driving away the potential client for good.

In other words, even if the company does everything correctly, the fear of being "spammed" always persists as a prior idea in the user community.

The ideal is to aim to establish a relationship of trust in which the potential client optimistically receives the offer that is placed in their hands, so it must be really good and distinctive from other offers that are being given at the same time in the competition .

In its beginnings, the level of loyalty experienced in electronic commerce is perhaps deeper than in traditional commerce and the main reason is purely psychological, since most buyers make -in general terms- their first purchase, not out of necessity but out of curiosity and they self-loyalty to the company responsible for that successful and safe transaction, avoiding change for fear of the unknown and for that relationship of trust that all people seek to establish over time and at all levels of life.

To this day, electronic commerce is still in its infancy, at least in terms of a true massification of its use, especially in the Spanish-speaking markets that have enormous potential and, without a doubt, the competition and electronic commerce statistics will give all. of a totally different scenario from the current one.

By sector, the airlines and the tourism sector in general are the ones who have most matured and consolidated successful "online shopping" schemes, with a high level of competition among all their actors and the trust they have managed to transmit to their markets.

Just think today of buying a plane ticket. What is the first action that comes to your mind, to quote and search on the Internet or to go to a travel agency?

In the online marketing, conversions must be translated into direct sales and initial contacts for a possible sale and, to achieve this, there are leads, the key is, as always, in active management, constant analysis and optimization of the information obtained, taking as The objective is that the implemented leads are always transformed into sales.

Only from these premises will the strategy to be developed to increase traffic and the number of potential customers, without forgetting direct communication, active listening to needs and habits and do not forget the protection and respect for the privacy of your users through transparency and proper treatment of this type of information.