Dan Bricklin
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Google Alerts for Marketing: Generating Sales Leads

Google Alerts can be a powerful sales prospecting tool, but unless you are careful, you'll end up wasting your time with unnecessary alerts. It helps to try these simple steps to narrow down your marketing results to just those that will turn out to be hot leads.

Combine several of the most common terms for your industry

Google Alerts are more accurate with multiple terms. For example, instead of searching for medical, try adding some other words, like biotech or equipment to narrow down the search:
medical biotech equipment

Add words that indicate economic activity

In the current economy you want to target just those results that indicate some new funding or business activity is taking place. Your lead search will be more effective if in addition to your industry terms you tell Google Alerts to find items with words like rfp, hired or ground broken:
medical biotech equipment (rfp OR hired OR "ground broken")

Create alerts for specific types of domains

If you specialize in selling to US government agencies, you can add site:gov to your alert to only find URLs ending in .gov. The same can be done for educational markets by searching for pages in .edu domains:
medical biotech equipment (rfp OR hired OR "ground broken") site:gov
medical biotech equipment (rfp OR hired OR "ground broken") site:edu

Web alerts can be restricted to one or more zipcodes

Searching for sales leads can be turned into local searches by adding a zipcode. If you want to search a wider region, you can combine multiple zipcodes with OR:
medical biotech equipment (rfp OR hired OR "ground broken") 02138
medical biotech equipment (rfp OR hired OR "ground broken") (02138 OR 02454)

News alerts can find local marketing opportunities

Another way of narrowing down your search is to create News alerts, and add a specific geographic location, like NY state:
medical biotech equipment (rfp OR hired OR "ground broken") location:ny

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