What is lead generation in digital marketing and how to master it

Learn the process of generating leads and engage potential customers with digital marketing

In digital marketing, leads are prospects who have expressed interest in a company’s products or services, often by providing their contact information in exchange for downloadable materials, webinar subscriptions, free quotes, and more. However, according to the recent Hubspot State of Marketing Report, 15% of marketers still face challenges generating traffic and leads [1].

Lead generation involves attracting people to your website and converting them into prospects, and it can drive business growth by increasing sales opportunities and expanding your customer base. If you’re one of the marketers or business owners struggling with it, keep reading to master this skill. Learn the step-by-step process of generating leads and engaging potential customers and overcome these challenges to boost your business success.

What is lead generation?

Lead generation in digital marketing is a process of gathering information about users who can become future customers by attracting and nurturing them, making them interested in your brand, products, or services.

It involves engaging these users with valuable content that answers their questions and addresses their concerns, encouraging them to take specific actions. These actions include filling out forms with their contact information to download resources such as ebooks, subscribing to newsletters, requesting quotes, and more.

Three benefits of generating leads:

Increased brand awareness: lead generation campaigns attract potential customers, increase the company’s visibility and position you as an authority with helpful content.
Lower outbound marketing initiatives: Generating leads through outbound methods tends to be more expensive than attracting potential clients to your website – also known as inbound lead generation. Being able to rely on inbound strategies reduces costs.
Qualified and interested potential customers: Attracting and generating leads fosters stronger relationships and trust, resulting in higher conversion rates, whereas buying leads often results in less engaged prospects, as purchased leads can be unfamiliar with your business and have not opted in to receive any communication from you.

What is the process of lead generation?

Attract your target audience to your website with digital marketing strategies, such as optimizing your content for search engines (SEO), investing in paid ads, and creating content for social media platforms.
Encourage clicks on a compelling CTA—it can be a button or a link that takes the user to a landing page where they can, for example, download an offer which can be an ebook, or register for a webinar.
Create dedicated landing pages for each offer, also with compelling copywriting.
Have users fill out a form that asks for essential contact information (such as name, email, telephone number, and company name) in order to download the offer.

What is lead generation with an example?

A lead generation campaign can involve offering a downloadable resource, such as an ebook or a guide. This way, you can get visitors’ information while providing valuable content that positions your company as a trusted authority.

The first step is to create a dedicated landing page where you can state the ebook’s value and the key topics it covers. You can promote the offer by writing blog posts, posting about it on social media, and creating online ads to attract potential leads.

Once they have reached your website or landing page, users are encouraged to fill out a form with their contact information, such as name and email, to be able to download the resource.

Seven expert tips on how to generate leads:

Create content that appeals to your audience: including blog posts, videos, news, infographics, and more, that resonate with your target audience and address their needs.
Attract people to your website: invest in digital marketing tactics such as SEO (Search Engine Optimization), paid ads, and social media strategies to drive traffic from different sources to your website.
Create email campaigns consistently: Emails and newsletters are effective ways to connect with users familiar with your company and the services you offer, making it easier for them to engage in new actions. And even though you already have their contact information, it can be useful to help them navigate the buyer’s journey.
Use landing page best practices: if you are running pay-per-click or social media ads, create one landing page for each offer, paying attention to its performance and speed, removing unnecessary navigation, and enriching it with compelling copywriting and direct CTAs.
Keep your forms concise: ask only for essential information, making it as simple as possible for people to fill them.
Perform AB testing: to determine which elements of the landing page—such as designs, colors, CTAs, and written content— have the best conversion rates.
Don’t forget to nurture your leads: to convert leads into loyal clients, don’t forget to create email workflows and automated campaigns that provide valuable content and guide them through the buyer’s journey, driving them closer to purchasing your product or service.

Mastering lead generation in digital marketing is critical for driving business growth and boosting sales opportunities. You can attract potential customers and guide them through a well-crafted funnel by creating valuable content, optimizing your website for search engines, and leveraging paid ads and social media. Implementing lead nurturing strategies like personalized email campaigns and A/B testing helps build stronger relationships, foster trust, and increase conversion rates.

With the right approach and the help of an experienced digital marketing agency, you can transform leads into loyal clients, ensuring long-term business success.

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Source:
1: Hubspot 2024 State of Marketing Report

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