Depending on what industry you're in, most or all of your marketing efforts may still be of the offline variety. This includes print advertising, and localized stuff like TV and radio. A number of businesses especially local ones, still use brochures, flyers, and mail-outs to do their marketing. Yet there are a number of ways that online marketing and lead generation is much more effective, efficient, and affordable, even when targeting a local audience. Here are a few of the reasons why.
1. Online Lead Generation Takes the Pressure Off
Offline lead generation requires a lot of personal interactions. That means cold calling (either in person or on the phone), which makes it uncomfortable and even embarrassing for leads to simply say, "no." However, that doesn't save your company any time or money. In fact, it's wasteful, because your sales crew ends up sending a lot of people who aren't really interested in buying free samples, product demos, and other costly marketing materials.
With online lead generation, it's easy enough for your audience to simply ignore messages like emails or social media posts that they aren't interested in. This does reduce the number of total leads your campaigns generate, but the responses you do receive are only from highly qualified leads.
2. Online Lead Generation Allows You to Eliminate Unqualified Leads
Most offline lead generation involves a lot of "spraying and praying" or untargeted marketing and advertising. For example, you buy an ad on a radio station in a particular market, and you've reached everyone from teenagers to soccer moms to retirees, none of which have any interest in your business services. At the end of the day (or week or month), you may only reach a handful of qualified leads.
With online lead generation you can target your specific market exactly where they tend to go for information. Overall, you've reached fewer people. But the leads you reach are extremely relevant, so the end result is actually a higher number of qualified leads. Plus, you've probably spent a lot less money.
3. Online Lead Generation Works Much Faster
The time it takes to produce and distribute offline lead generation materials like flyers, broadcast ads, direct mail, etc. is lengthy. You can't decide to run a special campaign around an event that's just around the corner, because you need so much time to design, produce, and distribute your marketing materials.
Online lead generation is much, much faster. Say you learn about an event coming up next week in one of your target markets that would make a great tie-in event for your brand. Your marketing team can create and distribute tons of ads via social media, email, and blogs. In just a few days you can reach thousands of potential leads.
4. Online Lead Generation is Far Cheaper
Compared to broadcast and print, online lead generation is a lot friendlier to the marketing budget. There are even ways to develop and distribute marketing messages for free: social media, email, YouTube channels, etc. These platforms allow you to distribute messages for little cost, and can even help reduce the number of staff needed in both the sales and marketing departments.
Online lead generation isn't just for national, international, and e-commerce businesses, either. It's highly effective for local marketing. ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.