Lead generation vs. other forms of marketing
MyIntroducer.com01-19-2010
Lead generation is a form of marketing and if you are considering buying leads then you should think of this spend in exactly the same way as if you were taking out an advert in the local paper or Yellow Pages.
When you look at lead generation in this context then it is easy to see what a powerful tool it can be for advisers.
For example, you may advertise your company in a local newspaper. For around £400 you get a quarter page advert in a local newspaper with a circulation of around 25,000.
But for this price, here is what you don’t get:
- You have no idea how many of these readers will see your advert.
- You have no idea how many will respond to it.
- You have no idea who will respond to it.
- You have no idea when they will respond.
- You can’t get a refund even If the respondents aren’t eligible for your service.
-You also have to pay a designer to create your advert for you which could be another few hundred pounds.
Now look at lead generation where you pay for the results of somebody else’s marketing spend:
- You choose the customers you want to target, e.g. for mortgage leads, filter by loan amount, credit grade, postal area and Maximum LTV.
- You receive the leads in a matter of seconds after the consumer has left their information.
- You get a refund for the leads that don’t meet your predefined criteria.
So if you had £400 to spend on marketing your company, where would you spend it?
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