Lead Generation

Joran Hofman
April 4, 2021

What is Lead Generation?

Lead generation is defined as the overlying process of creating new prospects, that is to say, attracting possible customers and converting them into someone interested in the company’s products and services. Modern brands are experts in using various lead generation strategies such as blogging, email marketing, networking, coupons, live events, or seminars.

Recommended Reading: Lead Generation Funnel; Simple Guide to Building your Own Lead Funnel

What is Lead Generation in Marketing?

In the digital marketing world, a “lead” means that someone is a potential customer in your target audience who might be interested in obtaining the offered product or service. Therefore, it can be said that “lead generation” is the process of attracting these potential customers for the business.

A lead can be any person interested in a business's product or service in some way, shape, or form.

Leads typically hear from a business or organization after opening communication with said business, either by submitting personal information for an offer, trial, or subscription, instead of getting acquainted with the company with a phone call or email.

In other words, Lead generation is the marketing process of generating, stimulating, and catching interest in a product or service for developing a sales pipeline, allowing companies to growth targets until they are ready to be customers and buy the services or products being offered. 

The marketing strategy of lead generation has been known for a long time, but methods and ways to do it have changed from simply finding a customer early on the beginning of their adventure of looking at the services offered and sending the sales team their way to attract them.

In most cases, the self-directed buyer is full and ripe with information, so it is paramount to find new, creative ways to cut through the static and reach potential customers.

Instead of finding customers through mass advertising and email spam, marketers should rely on being known and build relationships with their buyers. In this epoch of information abundance, marketing is going through a massive shift that makes it a giant of its own.

How to gain quality leads?

High-quality leads are the lifeblood of every thriving business that excels in its area. Having paid traffic and many views on webpages, but unless a business can transform that traffic into attracting prospects who are willing and ready to buy what it is being sold, the business will have a hard time generating the cash flow needed to operate.

That being said, some ways can be used to obtain leads of higher quality:

  • Select the right social media channel(s).
  • Generate leads with LinkedIn.
  • Directly connect with potential leads, and offer free samples.
  • Use Slideshare.
  • Generate leads with Facebook.
  • Treat your Facebook page as a sales page. 
  • Run contests and giveaways. 
  • Generate leads with Twitter.
  • Use Twitter cards.
  • Run live events.
Recommended Tools; Lead Generation Tools

Strategies for Lead Generation.

Over the years, Advertising has evolved from more than giving coupons or making billboards to an art that has ingenious ways to attract leads. Now in the digital era and golden era of Marketing, there are more ways to generate leads:

  •  Search engine advertising
  • Social media advertising
  • Native advertising
  • Discovery
  • Sponsored content
  • Interactive content
  •  Webinar
  • Apps and tools
Recommended Reading: 9 Powerful Marketing Ideas for Lead Generation

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