When I was in college, I held a brief position as a “cold caller” for a local insurance agent. The pay was decent, but the position was difficult. Being handed a list once a week and told to call the names on it made for a number of unfriendly exchanges. While the calls did occasionally bring about a new lead, those successes were few and far between. Fortunately, the days of lead generation are replacing the need for cold calling and improving a company’s conversion of visitors into leads. What is lead generation and why is it effective? Read on to find out.
Lead Generation B2B and B2C: A Definition
Lead generation is a key component of inbound marketing. According to HubSpot: "Lead generation is the process of attracting prospects to your business and increasing their interest through nurturing, all with the end goal of converting them into a customer." Collecting the details needed to find those clients usually involves gathering information through an online form, coupon, or other similar medium.
Lead Generation Examples
Lead generation magnets are typically something businesses can offer to a prospective customer or client that provides strong value to them. Our goal is to attract their interest and guide them toward other offerings.
A few examples of lead generation strategies include:
There are a wealth of other lead generation tools that businesses can access for their individualized needs. HubSpot provides a great resource you can check out for more ideas.
The Lead Generation Process
The lead generation process is simple, but it's important to pay attention to and follow the steps outlined below:
3. The CTA takes them to a landing page that includes an offer in exchange for information. For instance, entering a name and email address can result in a coupon or free business tool.
4. To receive that free item or coupon, the visitor must fill out the landing page form. This may be as simple as adding an email address or may include multiple pieces of information, such as the visitors’ hobbies and interests.
5. After this step is completed, the visitor is taken to the desired freebie and their information is stored for future use.
Once your lead generation magnet is created, you can use several strategies to get people to your landing page. These can include: email marketing, ads, blogs, social media, and product trials.
The Impact of Lead Generation Digital Marketing
Lead generation takes out the “cold calling” aspect that exists in marketing services to new customers. Instead of reaching out to customers who may or may not have an interest in your product or service, lead generation marketing connects you to potential customers who already have established their interest by interacting with your page, post, or form (which also captured their information).
At Sarah Best Strategy, we know how important lead generation is for a company’s inbound marketing strategy. We are proud to work with businesses of all sizes to help develop and maintain campaigns that will reach the desired audience. Learn more about our lead generation and inbound marketing services, including lead generation advertising on Facebook, LinkedIn and Twitter.