What Is Lead Generation?

What is lead Generation

Lead generation is the process of creating consumer interest for a good or service with the purpose of influencing that interest into a purchase. Typically, the most common form of lead generation is through contact forms, phone calls, and direct emails.

Lead generation is a vital part of a business’s sales funnel. It enables companies to collect a warm lead’s contact information such as a name, email address, and phone number. Overtime, companies can nurture and educate these prospective customers through contact or by email marketing.

Lead generation is an important part of marketing and sales for any business because it enables businesses to create and build their target audience and stay in contact with them consistently. Furthermore, lead generation can help businesses appeal to shoppers who are not ready to make a purchase. In addition to targeting past customers in returning.

Ultimately, lead generation can be very beneficial, especially if a business is looking to improve conversions, increase customer lifetime value, and improve overall brand image.

How Does Lead Generation Work?

Lead generation process can be best explained by three steps.

How Lead Generation Works
  1. Attracting the customer to your website
  2. Getting the customer to provide you with their contact information
  3. Managing and maintaining customers, leads, and subscribers

Step 1: Attracting The Customer To Your Website

The first step is to find and attract the right lead to your business’s website. Depending on your business, customers, and marketing will ultimately determine how you will find and attract the right prospect to your website. Here are some of the most efficient ways of driving the right traffic to your site.

  1. Search Engine Optimization (SEO): SEO is a great way to get new prospective leads to your website organically. With an optimized and well managed site, your content can help you attract and bring the right lead to your website.
  2. Pay Per Click Advertisement (PPC): PPC ads are a great way to cut in front of the line on search engines. Whether you are bidding with display or search ads, relevant users will click on your ads and be taken to your site. Where they will be able to convert into a warm lead.
  3. Social Media: Social media platforms such as Facebook, Twitter, LinkedIn, Instagram can be used to complement your lead generating efforts. Its another way to connect prospects with your business. On social media you can not only nurture and educate your audience, but you can also learn form them and interact with them on a more personal level.
  4. Traditional Marketing: Traditional marketing efforts such as brochures, business cards, flyers, trade shows, and etc. can help direct prospects to your website if they wish to learn more about your business. Ultimately, creating an opportunity for them to become leads themselves.
Attract Customers To Your Business

It is important to note that not all customers will find and go to your website. This is ultimately based off their preferences. Therefore, it is important to offer them the opportunity to become a subscriber to your leads list at any available opportunity, whether its straight from social media, in person, phone call, or by email. Ultimately, you will never know until you ask them.

Step 2: Getting The Customer To Provide You With Their Contact Information

Step 2 begins when a user arrives on your website, the goal here is to convert them to an online lead. Therefore, it is important to appeal to user preferences, whether they want to provide you contact information by phone, email, or via contact form. Ultimately, you want to provide all of these prospects the option to opt-in for your email subscription list.

Customer Contact Information Form

When users are on your website, you want to acquire their attention and interest into taking your desire action.

To help you maximize your opportunities at generating leads for your website, here are some essential marketing strategies:

Content Marketing

Content plays a major role in whether someone acts in becoming a lead or not. The more tailored your content is for your target audience the better. Ultimately, the more value you provide your audience the more likely they will trust you with their contact information.

To help persuade users to provide their contact information, you may want to provide them something of value in exchange for their information. For example, if they provide information, they will get some restricted content.

Additionally, you want to direct your target audience on what you would like them to do, whether it’s a contact form, phone call, or direct email.

Utilize Webinars

Many businesses utilize webinars to convert users in to leads. This is because webinars often take more effort but provide more value towards prospects. As a result, these prospects are more often willing to provide their contact information after the webinar.

Landing Page

Having an optimized landing page to funnel an online user through your page to the contact form is a great way to streamline leads. Whether its organically or from PPC ads.

It is important to mention that every lead is not the same, therefore it is important that you separate each lead into a designated target market. For example, if your business sells to services to both medical and consumer good’s businesses, then you may want to separate your approach on nurturing each group.

Step 3: Managing And Maintaining Customers, Leads, And Subscribers

customer relationship management

Once the customer has submitted their information to you, then they become a warm lead. Overtime, businesses develop a large pool of leads which consist of past, current, and prospected customers. To help manage all of these leads, many businesses have turned to automated systems.

Marketing automation allows businesses to automatically and systematically nurture and educate their leads with content, promotions, goods, and services. Eventually, these leads will make purchases.

The more consistent and strategic you are with nurturing and managing your leads will play a huge role in boosting your customers lifetime value. Additionally, it can keep your existing leads list from unsubscribing or from losing interest in your brand.

How To Maximize Your Lead Generation On Your Website

the best user experience design

There are a lot of ways to maximize your lead generation efforts by optimizing your website. Optimizing your website for lead generation start with the user’s experience.

User Experience

In a nutshell, your website needs to be:

  1. Valuable: Content on the site should be valuable for the user.
  2. Desirable: Users should have a desirable experience on your website and find desirable content.
  3. Usable: Website is functionally and has ease of use.
  4. Findable: A website needs to be findable on the search engine. In addition, users should be able to easily find their information they need on your site.
  5. Useful: Content needs to provide solutions for your audience.
  6. Accessible: Your website needs to be accessible to all users regardless of limitations.
  7. Credible: Your website and your brand need to be trustworthy.

Use A Call To Action

A call to action is where you highlight what you want your audience to do. For example, some websites will say “subscribe newsletter”, “call now”, or “get a quote.”

Ultimately, you want to hold you users’ hand in what you want them to do. By adding and strategically placing call to actions throughout your website, you can increase the volume of leads you will generate.

Add An Incentive

Many businesses actually incentives users to become subscribers to their newsletters or email marketing efforts by offering them deals. Others will offer restricted or downloadable content if they subscribe. Nevertheless, adding incentives can help you increase your efforts in finding new leads.

Continuously Test And Optimize Your Lead Generation

Do not settle with your lead generation results. Always be willing to test new ideas or strategies to help optimize your results. Often this is done by A/B testing.

A/B Testing

A/B testing is what website designers and marketers use in order to make their website more efficient. In this case, they will look at making changing minor or major changes to the website in order to draw more conversions. By weighing alternative approaches against one another, marketers can determine the best approach for their landing page.

For example, a marketer can run an experiment on a website to see if adding more content will lead to more conversions.

Ultimately, results will be subjective to your business, which makes it imperative for every business to test and optimize their site to work best for them.

Key Takeaways: What Is Lead Generation?

Lead generation is the process of creating interest for consumers in your good and services with the intent of creating a future sale. Often, leads can consist of new prospects, past, and current customers. Typically, they are managed through email marketing automation systems.

To get leads a company must market themselves digital or traditionally to their target market. Once acquired a customer must provide their contact information to a business by either phone, email, or contact form. Once accomplished it is up to the business to manage and maintain their leads.

As overtime, consumers can unsubscribe or become disinterested in the brand. Leads are meant to be nurturing to prospective until they are ready to buy. Additionally, it enables a company to stay in touch and relevant to existing and past customers for reoccurring business.

Every lead generation system should utilize the best marketing strategies, such as strategically utilize a call to action and incenting your audience. Be sure to continuously optimize and test your lead generation efforts overtime. In addition, you should make your website user friendly as possible and tailored to your target market.

Ultimately, depending on how well a company prepares their lead generation process will determine how well their customer lifetime value, conversion rate, and customer loyalty.

If you are interested in generating new leads for your business, then contact JMF Digital Marketing today, so we may help you reach your business goals.


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