How to Use SEM for Lead Generation

If you don't have a product or service that can be sold simply over the Internet, you still can benefit from search engine marketing.

Internet leads are just like leads you'd get from other kinds of advertising. They're the contact information of people who want to know more about your company. While a strong sales pitch can be effective in persuading people to give you their contact information, offering something in return is more effective.

Everyone loves freebies, and the Internet and e-mail let you offer digital content, such as a newsletter or articles, at very little cost; you pay nothing for printing or postage.

The most common and successful offer is an e-mail newsletter containing useful info tidbits that will appeal most strongly to the kind of person you want as a customer. It might be something as simple as a promise to send them an e-mail alert when you're having a sale, a special offer, or a special event. It might be occasional expert advice from a staffer or an industry leader. How-to-use newsletters can be very effective for hands-on products like tools, hobbyist equipment, and software — even those who haven't bought yet will read the tips, because it gives them insight into what it's like to actually use the product.