The Benefits Of Online Lead Generation

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The chemical industry has long-relied on the most traditional (and expensive) of sales methods: the outside sales person.  Considering salary and travel costs, you can expect to spend between $300 to $500 per contact and while the average conversion rate for offline face-to-face customers is a respectable 40%, you might ask yourself how those figures stack up against those associated with online leads…

Online lead generation plays a critical role in successful chemical producers’ marketing strategies.  Why?  Because while the average conversion rate is a modest 18.5%, the cost of lead generation is just $25-30 per contact and users have the capability to quickly reach as many members of their target audiences as they’re able to identify!

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Lead Generation: Leveraging Existing Audiences

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Contrary to popular belief, web traffic alone doesn’t improve your bottom line.

That seems obvious, but the fact of the matter is that many chemical companies put considerable time and energy into creating a great-looking website that does little more than serve as an electronic bulletin board, meaning it hosts a lot of useful information accessible to people that either know where it is located or stumble across it while performing a search.

Unlocking the true potential of a website means not only finding new ways to drive traffic to that location (see our blog: Why Your Web Site Can’t Do It All), but also, ensuring you capture key contact information that will help you nurture and convert those anonymous visitors into customers.

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