The key purpose of online marketing is to get your product or service to people who would potentially purchase from you. Lead generation research is a way to find these potential customers. For lead generation to be effective, it needs to give you leads that produces customers that have the problem or need that your business can fulfill.
One of the main ways that marketing researchers have been conducting lead generation is through demographics. This consists of using market research data and/or public information to learn the following about your target customers:
- Geographical location
- Income level
- Age group
- Education level
- Marital status
Marketers continually look for ways to find this data, as it is key in defining your targeted clientèle.
However, demographics can only go so far and tell you so much. It doesn’t tell you what they are looking for today or what they shopped for last week. It doesn’t tell you what they are looking for online right now or what is in their online shopping carts. It is a guessing game with the demographic data to speculate on what they most likely are needing.
Behavior Based Leads
Leads based on behavior is about tracking a person based on the actions they take before they purchase. Each day your potential customer commits hundreds of online behaviors that are pre-purchase actions. These behaviors leave indisputable proof that they are in preparation to buy what you are selling. Leads software accumulates and evaluates these behaviors in real time and then allows us to generate leads for any specific industry or business.
These leads are not based on where a person lives, their income, gender or any other demographic; but they are based on actual online actions taken by that person that show they are ready to buy. Some of the types of behaviors that are analyzed include:
- Visitors who have completed sales in your market
- Websites visited in the last seven days
- Pages of websites visited and length of visit
- keyword searches conducted recently
- Reactions, engagement and likes on social media
Information is acquired that shows a customer’s path to purchase and all the behaviors before that purchase. Since this is a closed loop analysis process, the data updates in real time giving more relevant information as time goes on.
Looking at a lead that shows actual behavior towards a purchase is much more targeted than a lead whose demographics show they might be interested in buying.
Marketing is only as effective as the data you have. In any market only 3% are ready to purchase. All commerce for that industry is driven by that small percentage. These are the people you want to market to.
Data based on real time pre-purchase behavior is much more effective than the broader data from demographics. Behavior based leads are the people in that small percentage of your industry who are ready to buy.