What Is Lead Generation?

Digital Marketing

What Is Lead Generation?

How do you generate leads? Lead generation, also known as lead generation marketing, is the process of generating potential customers and providing them with information that will make them want to buy your product or service. There are many ways to generate leads, including pay-per-click advertising, email marketing and content marketing. Each of these strategies has its own strengths and weaknesses. You should choose which strategy works best for your business based on your budget and goals.

Defining lead generation

You can define lead generation as a process by which you convert your website visitors into leads. Since most small businesses (SMBs) rely on their websites to generate leads, designing and optimising landing pages is a must. To generate quality leads, you need to know how to create effective landing pages that will convert your visitors into potential customers.

The interest of your potential customer or client in your business can make a world of difference.  That’s why it’s important to get your visitors excited about what you have to offer them so that they turn into leads and eventually customers. If you can manage to design an effective landing page that matches their interests, there is no doubt that your business will flourish like never before.

Why lead generation is important

Without leads, you don’t have new business, plain and simple. Most businesses rely on lead generation to get in front of potential customers who are likely to want what they have to offer. But what is lead generation, exactly?

Some businesses try to generate leads with what they offer, but it’s usually more effective to start off with who you are targeting. Once you know your target audience, you can create specifc lead generation campaigns that provide value to them. These are promotional tools that give people a reason to provide their contact information and get in touch with your business in return for something valuable. You see this frequently with businesses that do marketing well. 

Have you ever downloaded an ebook, or entered your details for a voucher discount? This are both forms of lead generation for the company.

Types of Leads

There are two primary types of leads: marketing qualified leads (MQLs) and sales qualified leads (SQLs). MQLs are warm leads, ones that have expressed interest in your product or service. These prospects have come to your website and/or downloaded a piece of content like an ebook. They might even have given you their contact information or requested more information.

Sales qualified leads (SQLs) are leads that have a stronger intent. A SQL is more likely to call your business or visit in person, and they’re prepared to spend money now on whatever it is you’re selling.

Building an Audience

Once you know who your target market is, it’s time to build up a list of people. There are lots of different ways to find leads, and which technique you use depends on what stage your business is in. If you already have a customer list, a lookalike audiences might be your best bet. You can upload your customer list to platforms like google and facebook to automatically generate a target audience of similar people.

If you are just starting out, you can use PPC ads to target characteristics your audience has to be shown your ads. Once you have directed potential prospects to your lead generation offer, you are going to want to start building a email mailing list of these leads.

Mailing lists are a great way to keep in touch with customers. They’re also a direct line of communication between you and potential leads, which is important if you’re planning on converting these leads in to paying customers.

Google Analytics

To measure your success and optimise over time you are going to want to set up an analytics tool.

We recommend Google Analytics (and it's free). This tool measures conversions (how many people have visited your site, how many of them became leads, and so on) and will help you better target your marketing campaign.

All i take is a small piece of code, inserted in between the <head></head> tags of your website code and you can begin tracking your website lead generation success.

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