What is Lead Generation?
Lead generation refers to the process of identifying potential customers for your products or services. A lead is someone who has shown interest in your products or services. Lead generation is a key stage in the buyer’s journey, where your visitors are converted into a prospective customer.
The process begins by generating awareness and introducing your audience to your brand, products or services. For example, this can take place through your blog, social media or website. Next, a visitor clicks on your CTA where they are taken to your landing page. This is where you have the opportunity to gather your lead information in exchange for your offer. The key is for your offer to have a value proposition for your visitor. For instance, an offer could be an e-book or a free webinar. Once your site visitor fills out the form on your landing page, you have a qualified lead.
There are many ways to drive traffic to your landing page. Here are a few effective strategies:
Writing Content to Generate Leads
Creating content is a great way to educate your audience and address how you can fit their needs. The key is to provide content that captures your audience’s attention by providing valuable content. Think about ways you can educate, inspire and entertain your audience. High-quality blog posts, ebooks, social content or educational content are all effective strategies. Think about it this way: The more engaged your visitor is by your content, the more likely they will click on your CTA and visit your landing page.
According to HubSpot, companies that blog six to eight times a month double their lead volume. While your blog alone might not transform a site visitor into a qualified lead right away, this is a great way to generate interest. For instance, a blog post about the benefits and features of your new product offering could establish your brand as a subject matter expert and inspire a visitor to become a prospect. In addition, it can also help improve your search engine rankings.
78% of U.S. internet users stated that relevant content from brands increases their purchase intent. Sponsored content, native advertising, search engine advertising and retargeting are all effective ways to generate leads through a data-driven strategy. For instance, with native advertising, users can see ads similar to the content that they are already engaging with through non-disruptive experience.
For users that are already aware of your products or services, emails are a great way to generate more interest by keeping your brand fresh in consumers’ minds. For instance, you could publish a monthly newsletter to update your audience on recent product updates, new features or limited-time offers. Since those that receive your email offer have already subscribed to your list, this is a great opportunity to encourage them to take action.
Free Content Offers
Offering free access webinars, ebooks, online courses or trials are also great ways to generate leads. The key here is to offer content that is valuable enough to entice your audience with additional offers, so they might be willing to pay for it in the future.