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Internet Killing The Lead Generators?
It's well known that the Internet is MASSIVE on so many levels whether you want to find something out, a person out, join a network through some kind of social media or use it to promote a business.
As time goes by its uses are growing and with it the way we communicate, as well as how we communicate.
Another big impact the Internet is having is with Data! Personal information is a valuable asset. Telemarketers have known this for years, capitalizing on this for some time. Lead generation companies main source of income is generated through their data and their ability to target prospective customers as possible sales leads for businesses.
Research has shown that the good old-fashioned method of telephone consumer lifestyle surveys has not died out, and is as profitable as before. But how long will this last?
With the growth of social media websites, businesses are now beginning to generate their own leads.
The new updated social media sales funnel incorporates all the aspects of how business's can attract and engage with prospective customers – namely sales leads.
There are a number of different analysis of soclal media sales funnels. The one I favour is by Peter Chang where he sites: Awareness and Perception, Subscribers, Engagement and Interaction, Advocacy and Influence, Leads, Conversions and Loyalty as layers to the social media sales funnel.
Awareness and Perception: At the top of the funnel this is where your brand or your products get into the public eye. With the explosion of social media there is so much more scope to do this. The blogosphere, review sites, forums, online news media, etc. can all drive awareness and establish perception.
Subscribers: As a result of the awareness layer subscribers are born. The prospects generated from the success of building awareness and perception, result in a number of prospects choosing to "follow" your progress and learn more about you.
Engagement and Interaction: This is the beauty of social media sites: the creation of a 2-way conversation with your potential customers online. Nowadays it's critical to enter into a dialogue with your customers and letting them participate in more meaningful ways than just constantly getting fed emails or promotions. By being involved in a process, dialogue or discussion, ownership develops and through this active invovement, trust is built. Always a very good asset to have in business relations..
Advocacy and Influence: Your prospects become, if not your direct customer immediately, then your advocates. Other prospects will trust someone like themselves rather than you in the beginning, since the other prospects have nothing to lose or gain from their honest view on your company. If they like what you offer, how you operate, or portray yourselves, then they will relay that information through simply pressing a like button or leaving positive comments on your web page or business social media site. Of course this can work both ways 
Leads: Any prospect becomes a sales lead.
Conversions: In social media, these are the direct conversions as a result of your social media efforts. The representation here should be the same as with traditional conversion funnels, showing the unique visitors during each layer and the drop-off rate at each layer down to the final conversion page in question.
Loyalty: Speaks for itself. Customers come back time and time again.
As we have seen, representing your social media efforts and responses by using a funnel dedicated to the social media channel allows you to act accordingly when executing your social media campaigns.
Indeed, the "funnel" is alive and well, and continues to be very useful as a model in marketing to understand the buying behavior.
What if you don't get to the end of the funnel and make a sale? How do you a generate a lead from somebody who has visited your website and maybe not bought any of your products....yet? The idea is to get their data. The traditional method of telephone surveys works of course for the telephone and so for the internet something similar is required.
However, unlike the telephone where you can be charming and engage your prospective sales lead with a natural human element of voice interaction, the internet requires another method. Most people won't give up any personal information if they are not getting something in return, and if it's not human energy exchange and the promise of something they will find valuable, then it needs to be something else like a free trial or a white paper - then you get the data and they get a a goodie of some sorts to keep or try out.
When you have the data you have another prospective customer - a target to hit campaigns onto, deals and information.
Two main hurdles that present themselves are 1) even if your incentive is enticing, if your form - survey is too long some people just may not bother; 2) what data should you gather?
An ingenious new programme offers a solution to this....Now I can't get away with mentioning what it is, however this revolutionary new social media tool has a unique function that makes it a must for small businesses. It works by being able to gain access to the name of a person, their age, gender, occupation and what social networks they use by simply providing their email address. The ease and cost effectiveness of this service are its biggest assets. Quick and easy to use it cuts out the middle man, namely companies that make money out of data sales like lead generation companies. Here small businesses can generate there own leads by hitting target groups. Another advantage of Flowtown is that being a social media tool it allows you to keep up with customers and prospective customers through social media sites like Facebook, MySpace, or Twitter.
But where does this leave Internet lead generation companies, who will no doubt not be able to compete with such a device.
As mentioned at the start, telephone sales has not died a death yet, not even with the mass increase of internet users. So as long as people use the telephone, telephone consumer lifestyle surveys will still function...perhaps the next generation of current two year olds will find a way to cipher that out too...until then Hail the telephone!
In the 80's the Buggles claimed that Video killed the Radio star, in the 2010's will the Internet kill the Telephone?...well not so far...
About the Author
Demet Dayanch is the senior marketing manager for Seawave Media Limited, the UK's number one provider of consumer lifestyle survey data and lifestyle survey leads. Demet was born in London, UK where she spent most of her life. She currently lives and works in Istanbul, Turkey. A student of psychology and lover of people she understands the human mind and heart – what motivates and inspires humanity, in life as well as in the world of consumerism. Before her role as senior marketing manager for Seawave Media Limited she worked as a freelance copywriter for an international advertising agency where she utilized her creative writing talent to come up with catchy headlines and text for advertising campaigns. When she is not absorbed in the world of marketing she turns her attention to writing of all sorts and has published many articles, short stories and poems. She has successfully written two novels: ABON and Beauty Stone, both of which are in the final editing stages. Always on the go, her new challenge of script writing keeps her on her toes. Knowledgeable, determined, Driven and fun are just some of her keywords. Her writing style is informative, personal and entertaining. To find out more about Seawave Media please visit our website www.seawavemedia.com or call Tulip, senior sales manager, on 0845 056 3593, or 07053 544966 or email tulip@seawavemedia.com
English bulldog For Sale - Demeter - http://www.bullcanes.net - ceo@bullcanes.net