Lead generation is a critical part of marketing, in fact – it’s why we market in the first place. We want people to know about our brand, product or service and then identify themselves as interested. Why? So we can make a sale.
In the past, you might have bought a few radio spots, sent out some direct mail cards, held a contest or even made a few phone calls. And yes, a few people might have responded. You’d then send them some more information or an email hoping to keep that spark of interest alive along with your potential sale.
Take a jewelry store in my area for example. I recently made an inquiry there about having a custom piece of jewelry made for my wife. Over the last three weeks, I received three small catalogs, a pamphlet in the mail, and three emails all trying to sell me mass-market jewelry. Where does it end up? The trash.
Why? What’s changed?
The New Way
What that jewelry store doesn’t know is that [Read more...]
