How Do Businesses Acquire Leads?
Everyone who enters the world of business soon runs into the fact that sales don’t just happen. No business gets very far without some kind of proactive outreach. That outreach work comes in the form of advertising, direct sales, and other marketing tactics. Businesses can do this across a variety of platforms and technologies, and the internet has gotten almost impossible to ignore. Interestingly, one of the very most effective internet-based tools is also one of the oldest, and that is via email. Email’s effectiveness quickly became a temptation for impatient sales teams, who would buy huge lists of email addresses in an attempt to fire off thousands of spam emails. The did this in the hopes of getting even just a few interested replies. Marketers learned quickly, though, that organic lead acquisition yields far better results.
The True Value of Purchased Lists
Buying huge lists of contact information may seem like a smart and fast strategy to boost sales quickly. There’s no waiting; you just pay, download, and start dialing, right? Send out a generic mass email, and see who bites.
Anyone reading this who’s tried it knows how it goes. Hundreds upon hundreds of rejections. That’s normal in sales. It’s just a numbers game; power through it, because you’re closer to the one who is interested. Sound familiar?
You also know there’s got to be a better way, so you tweak your strategy a little. You try personalizing the emails a bit more, and working on your pitch to make it as compelling as possible. There are gradual improvements, but nothing really spectacular when you reflect on the process.
Clearly, yes, purchased lists can yield some results. Emphasis on “some,” though.
The fact is that even the most successful lists are filled with hundreds of contacts that you paid for, who are absolutely not interested in what you have to offer. Eventually, you have to stop calling and emailing them because it’s a waste of everyone’s time.
And, it was a waste of your money.
Organic Lead Acquisition is Naturally More Effective
What marketing and sales teams have discovered is that these purchased lists cost hundreds or even thousands of dollars per lead when you factor in all of the resources wasted on chasing them. That includes sales reps’ time, phone and internet costs, other marketing efforts, and the original purchase cost of the leads.
There is a far, far more effective way to get the contact information of people who legitimately want to do business with you. This better method involves offering website visitors valuable free content in exchange for an email address. Content can come in the form of emailed newsletters and deal offers, or downloadable reports, ebooks, and videos. There’s a wide range of possibilities.
This method is known as organic lead acquisition because there’s nothing forced about it. It’s a way of continuing to engage website visitors who are already interested. You and they both know that they’re interested because they got to your page by either clicking on an ad or a search result link, or they typed the address directly in. Once there, you simply offer to help make their experience better, provided they give you a way to keep in touch.
And it’s an effective strategy! Emails sent out to organically-built lists can enjoy huge open rates, around 50% or more depending on the type of content and the reasons your leads subscribed. Compare that to purchased lists, where a 2% open rate would be phenomenally huge.
Lead Acquisition That Works
Small companies that are struggling or just starting out may turn to buying lists out of desperation. We’re here to tell you that a change of strategy is the better path. By offering your prospective customers useful content that shows up in their search results, you can reach more people who are more interested. Boomsourcing helps companies build and execute on such strategies.
Contact us today to start upping your sales game through organic lead acquisition and faster proactive outreach!