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How Businesses Generate Leads

May 27, 2014
By Casey Houser - Contributing Writer

Leads are essential to a business's survival. Leads simply do what they say; they allow businesses to reach potential clients by leading them by way of names, email addresses, or other forms of contact. Without them, marketers would have no idea where to begin and would cherry pick in order to connect with others. Picking out contacts at random can be as bad as having no leads at all, so Business 2 Community lists several techniques marketers can follow to reach the right people at the right times.

At first, leads may need to be the ones who contact the marketers. Before enterprises reach out to anyone, they should have a call to action, a purposeful statement that represents what they company does and how their products and services will benefit their customers. With a call to action placed in clear location on their websites, potential customers who run across their sites will know what the companies do and how they can be of assistance.

What is a call to action, though, without contact information? B2C suggests placing contact forms on every page of businesses' websites. These can be simple, easy-to-follow fields that allow for quick blurbs of information customers can pass on to the companies in question. In addition, potential customers may want to contact marketers directly and speak to them at length over the phone. To facilitate that, businesses should make their phone numbers accessible on every page of their websites as well.

Although relying on customers to contact businesses can work to a certain point, it does not replace the need for outbound marketing. Once marketers have a substantial number of contacts, they can begin pursuing further sales or nurturing continuing relationships through techniques like email marketing.

Contacts often want businesses to reach out to them, but they do not want to be smothered. This means that marketers need to balance the amount of times they contact their leads every week or month -- just enough to keep them informed about products and services but not so much that it overwhelms them. Automated services can work well and can limit the number of times they send out emails, but personalized approaches such as phone calls can allow marketers to let their contacts truly know they appreciate their business.

Edited by Rory J. Thompson

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