Even large businesses have marketing budgets that limit the amount of money they can spend on attracting and retaining customers. The saying, "you've got to spend money to make money" can lead us into thinking that if sky's the limit, profits should grow exponentially.
Not quite.
There's still much to be said about spending marketing dollars the smart way because companies, regardless of size, can only spend so much on their marketing efforts. Pharmaceutical and health-care companies, for instance, must allocate a significant amount of their budget to research and development and to scientific training for their staff in order to remain competitive. That means spending more on R&D rather than on marketing.
So how do you pick the right number of leads without "breaking the bank?"
Let's look at an example: Your company sells lawn fertilizer and lawn-mowing services. You have a marketing list of residential customers who have been pre-qualified as potential buyers of your services. If there are 7,500 names on that list and your budget for door-to-door flyers or door hangers isn't enough to cover all 7,500 names, you'll need to pick the right number of leads that will generate the highest response rate.
How do you do that?
First, you can narrow your parameters. By this we mean, adding a criteria to filter the list. Some criteria can be:
(a) selecting two or three zip codes within a given district for a test run
(b) narrowing your selection of homes based on property value
(c) using household income as a priority
Second, if you don't want to be too focused on criteria, you simply ask for fewer leads. In fact, by reducing the number of leads you want, your marketing campaign takes the smart approach of quality over quantity.
There are many ways you can pick the right number of leads that will generate the desired results, even when your budget restricts your marketing efforts.
Electronic versions of marketing lists, such as the ones offered by InfoUSA featured here on our web site, will make the selection of leads that are better suited to your budget by allowing you to weed out low-quality or irrelevant leads.
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