Lead Generation is a strategy that seeks to get as many future customers or people interested in a particular product or service as possible.
Its objective is to create sales and conversion opportunities through different methods.
A previous strategy is always needed. Selling a product, service, or brand with a digital presence on traditional channels such as a website, blog, or social network is possible.
Once companies dive into the digital world, their main goal is usually to generate sales, which is when Lead Generation comes into play.
Lead Generation is essential in Digital Marketing, as it is the first step in the sales process. But what exactly is a lead?
Article Contents
What Is A Lead?
A lead is someone interested in the product or service you offer.
Although this definition is quite broad, Lead Generation guides potential customers from being passive viewers on your social networks to becoming followers.
A lead is someone who has decided to provide their contact information voluntarily.
Lead Generation aims to identify potential customers and walk them through the process until they are ready to make a purchase.
When a customer is prepared to buy, that information is transferred to the sales team as a highly qualified lead.
During this process, some prospects are likely to drop out. As they get to know your company better, they may decide it is not a complete fit for what they seek.
This disengagement is beneficial, as it allows your sales team to focus on candidates with a higher likelihood of conversion.
The top of the sales funnel is designed to be broad, but as the lead generation process progresses, it narrows significantly.
What Does Lead Generation Involve?
Lead Generation is a marketing strategy focusing on awakening and capturing interest in a product or service.
This process aims to guide potential customers along the sales funnel and through the marketing channel, preparing them to make a purchase.
These potential customers progress through different qualification levels until they are considered “hot leads.”
Lead Generation is a complex process that raises brand awareness, builds community relationships, generates high-quality leads, and culminates in a sale.
While each company’s lead generation process will be unique and tailored to its specific needs, it generally consists of four key phases: awareness, education, sampling, and lead conversion.
How Are Leads Obtained?
Lead acquisition uses a variety of channels to direct potential customers to a specific page with a form designed to collect contact information.
Once the customer completes the form, they receive an offer, and a lead is created.
Each promotional channel focuses on uniquely engaging people. If you offer tutoring services, you could email teachers at a school to refer students to you.
You could also send web content to parents about how to prepare their children for college entrance exams.
You could even reach students through platforms like TikTok. Since the lead generation process can quickly become complex, let’s explore some strategies for getting leads.
Most Popular Digital Channels For Lead Generation
Lead generation requires specific avenues to attract the right users and convert them into leads, known in marketing as digital channels.
Below, we will explore some of these channels:
Email Marketing
Through email, you can implement strategies to motivate a database to interact with your brand and get more information.
That facilitates the personalization of strategies that contribute to converting them into your company’s customers.
Paid Search Engine Advertising (SEM)
Search engine ads are an excellent option for lead generation. It allows us to target our actions based on user searches on the Internet.
PPC strategies can be used to appear when people search for information related to what you are trying to promote.
Advertising On Social Networks
Advertising on platforms such as Facebook, Instagram, Twitter, and Snapchat plays a crucial role in capturing new leads.
By taking advantage of users’ time on these networks, targeted ad formats can capture leads without leaving the platform, making it easier to inform and create compelling content.
Strategies In Social Networks
It is advisable to focus on the social networks that your consumers use. To generate qualified leads, targeting the audience that interests you is crucial.
For example, LinkedIn may be the best option if your company is dedicated to B2B, while Facebook attracts a broader audience.
Instagram is ideal for brands with a striking visual effect, such as in makeup, fashion, or travel.
Twitter carries more weight for topics related to current affairs, and TikTok can be an excellent platform to attract a younger audience.
Paid Display Ads
Display ads are banner ads that appear on other popular and related websites to your target audience.
Although lead conversion tends to be lower in this channel, it is especially recommended for campaigns to strengthen brand image.
The channels for generating leads can vary; some are online, such as paid search engine ad placements, while others are offline, such as television, radio, public events, and even mailings.
The possibilities expand as your communication reach increases.
What Is The Next Step After Lead Generation?
Now, you need to nurture leads. In marketing, more than simply generating leads is required.
It is necessary to have a process that allows leads to advance progressively in the sales funnel while filtering the database.
The goal is to deliver leads to the sales area with the right profile and more inclined to purchase your product or service.
For this reason, lead nurturing becomes essential once you have implemented a lead generation strategy.
