A lead is a person who is interested in your company and has sent you a contact address. In the online sector, this is usually at least an e-mail address. However, it is important that the person in question, i.e. the lead, has voluntarily provided you with their contact details and that you have not researched their contact details in order to contact them. So when you contact the lead, you are doing so because the person themselves initiated the communication. In other words, you get permission to contact the person.
Leads: The foundation of “permission marketing”
With the keyword “permission” we are in the middle of the topic “Permission Marketing” and thus in the basis of every modern marketing strategy. Whereas marketers used to buy the “right” to contact people with unsolicited offers (for example, via direct mail or TV commercials), good marketing today works much smarter. So instead of “bombarding” people with offers regardless of your interest, you ask for permission to contact them. This has the huge advantage that you’re only sending your content to people who have already expressed an interest in you and your company.
And why shouldn’t you buy leads?
These considerations are also, as it were, the answer to why it doesn’t make sense to buy leads. Generating leads is about acquiring the contact details of people whose interest is so genuine and great that you will become buying customers. However, it is of course much easier to buy leads instead of generating them organically. However, these purchased leads do not know your company and consequently have not developed an interest in a natural way. As a result, you would be investing all your marketing efforts into a largely disinterested audience and incurring similar wastage as you used to do with TV commercials or direct mail. Therefore, we appeal to your patience and an efficient lead generation process. This is the only way to have sustainable and successful marketing in 2022.
Why “hope” is useless in the case of lead generation?
The good news is that efficient and successful lead generation follows simple rules and is not witchcraft. At the same time, however, this also means that an inconspicuous reference to the newsletter on your website and the hope that someone might sign up there is not enough.