There are a number of online lead generation models, and they all center around the concept of providing relevant,
In addition to continuing your own lead generation strategies – online or otherwise – an additional option is to outsource this activity. In exchange for payments on a per-lead basis, you can follow up with fresh leads as they come in.
INTERNET LEAD GENERATION AGENCIES
There are outsourced agencies that provide online leads that can be used for a variety of purposes such as list building for e-newsletters or direct sales. The idea would be to call the leads immediately (for a telephone sales organization), or to plug the leads into an appropriate sales funnel.
Internet lead generation agencies may develop their own websites to capture leads and/or partner with other lead generation sources who have their own websites.
Various models of online lead generation exist, but typically, a consumer who encounters a lead-generation website enters their contact details in exchange for a free offer of some sort.
♦ In some cases, the info seeker would enter his/her information directly within a banner advertisement and the lead could be sent directly to the advertiser.
♦ A full-page lead generation advertisement may promote some free offer to encourage visitors to enter as much personal information as required to process the lead and for the individual to receive their free item. This type of online lead generation can result in lots of leads, some of which can be low-quality, including leads with purposefully inaccurate information since the information was entered for the purpose of receiving something free and not as a result of a sincere desire to be contacted.
♦ Another common Internet lead generation model is through co-registration advertising (Co-Reg). Through this process, an individual is offered the opportunity to receive additional free information while registering for some other service. For example, while subscribing to a magazine or when ordering printing services, a consumer might request additional information that is being offered. In other words, the demographic info provided by the consumer, as well as the service they were signing up for would indicate the category of lead. Following the same examples, someone who was signing up for a health magazine subscription and also requested info for a nutritional product might be categorized as a “Health and Fitness” lead or “Weight Loss” lead, depending upon the specifics of the nutritional product. A consumer who is purchasing online business cards from a printing service, and who also registers for information about working at home, could be categorized as a “Business Opportunity” lead.
♦ Pay-for-Performance (P4P) leads and sales represent another category of lead generation or sales programs. Some of the above examples might be conducted on a P4P basis, or not. Meaning, on the one hand, you pay for the leads regardless of their quality. And on the other hand, some P4P models might base remuneration on actual sales. Such will typically cost more, but of course, you’re not paying unless you get results.
These are not the only ways lead-generation agencies generate their inventory, but they are some of the ways that lead agencies can provide current, targeted leads to your phone or email inbox.
Like everything else in the marketing world, you would be wise to start small and test the effectiveness of a given online lead generation service (or several such services) and scale up your efforts for a lead source that shows promise.
Of course what is understood is that you have a lead processing activity already in place, to effectively utilize these paid leads, whether that might be calling the leads immediately, or including the purchased emails into your existing sales funnel.
Avid hiker, bicyclist, motorcyclist and long-time advertising pro. Founder of Skyworks Marketing, Nonprofit Fire and Our Ventura TV (cable TV). One career highlight was working on a small team that built a business from nothing to over $100 Million in 3 years. Skyworks Marketing provides lead generation and video advertising services. We create custom marketing funnels that provide the highest-quality leads and sales.