For some businesses, leads have to be local in order to be worthwhile. For instance, consider a cheap hot tub repairman, someone who undercuts many of the bigger, regional or even national companies, but just in their specific area. Someone like this may have a very loyal following, but they probably also advertise to a very specific target market, are well known in their area, and therefore get a lot of work via word of mouth.

In contrast, let’s compare a business that is in the same general industry, but is much less focused on who they are marketing to: someone who sells and delivers hot tubs to a larger geographic customer base. This type of business might have a website and/or a catalog of hot tubs for sale, and has fewer restrictions defining their potential customers.

In these two scenarios, leads are much more valuable to the second business. What about your business? Can leads help you grow your customer base, or would you benefit more from different types of marketing approaches, such as viral marketing? The best way to know is to consult a marketing expert who is up to date on all the best modern marketing approaches.

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