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Lead Generation
What is Lead Generation?
Due to the fast-moving technology landscape, best practices for marketing and lead generation change constantly. Keeping up with top lead-generation blogs is a great way to stay up-to-date with the latest and greatest new tips, strategies, and channels to try.
Our Lead-generation technique is about bringing people into your marketing funnel. This includes not just marketing campaigns but also organic outreach that spans all channels and touchpoints of your business.
A lead is any person who indicates interest in a company’s product or service in some way, shape, or form. Leads typically hear from a business or organization after opening communication (by submitting personal information for an offer, trial, or subscription), instead of getting a random cold call from someone who purchased their contact information.
Let’s say you take an online survey to learn more about how to take care of your car. A day or so later, you receive an email from the auto company that created the survey about how they could help you take care of your car.
This process would be far less intrusive than if they’d just called you out of the blue with no knowledge of whether you even care about car maintenance, right? This is what it’s like to be a leader. And from a business perspective, the information the auto company collects about you from your survey responses helps them personalize that opening communication to address your existing problems — and not waste time calling leads who aren’t at all interested in auto services.
Leads are part of the broader lifecycle that consumers follow when they transition from visitor to customer. Not all leads are created equal (nor are they qualified the same). There are different types of leads based on how they are qualified and what lifecycle stage they’re in.
Why do you need Lead Generation?
When a stranger initiates a relationship with you by showing an organic interest in your business, the transition from stranger to the customer is much more natural. Lead generation falls within the second stage of the inbound marketing methodology. It occurs after you’ve attracted an audience and are ready to convert those visitors into leads for your sales team (namely sales-qualified leads).
Lead Generation Process
Now that we understand how lead generation fits into the inbound marketing methodology, let’s walk through the steps of the lead generation process.
First, a visitor discovers your business through one of your marketing channels, such as your website, blog, or social media page.
That CTA takes your visitor to a landing page, which is a web page that is designed to capture lead information in exchange for an offer.
That visitor then clicks on your call-to-action (CTA) — an image, button, or message that encourages website visitors to take some sort of action.
Once on the landing page, your visitor fills out a form in exchange for the offer. (Forms are typically hosted on landing pages, although they can technically be embedded anywhere on your site.) Whoa! You have a new lead.