What is Lead Generation?
Nowadays there are many tools available to make the most of a company’s virtual presence, so it is worth knowing everything about digital marketing, including the term Lead Generation and more.
The term Lead Generation refers to a digital marketing strategy that aims to capture as many potential customers on the web, obtaining their data through a form.
It is clear that virtual presence today is essential for any company; however, the main objective of this is to generate sales, which after all are the ones that produce profits to the business, so getting potential customers is of utmost importance.
By using Lead Generation as a marketing tool, the goal is to obtain as many leads as possible so that your business can grow through its virtual presence, whether it has a blog, online store or others.
Before we get into the subject, it is important to know what a lead is and how it is obtained.
The term lead refers to a user or person who has entered the company’s website and shows interest in a service or product.
Usually, this interested user fills out a subscription to your site in a landing page or contact form, but this does not happen with everyone who visits the page and that is where Lead Generation comes into play.
The idea is that the company can convert users who visit the site into leads, that is, people who leave their contact information and these leads into customers who buy through the website.
In this sense, the strategies that are applied to make this happen are known as Lead Generation and can be applied in different ways.
As mentioned above, companies work thanks to the generation of income and these are obtained from sales of products or services, according to the nature of the business.
The usefulness of generating these leads is that it allows to convert the largest number of users into customers, so that they can decide to buy a product or hire the service that the company offers.
Explaining the importance of generating leads for a digital business is easier through an example.
Let’s suppose for a moment that a user arrives at your website and is interested in a certain article that appears on the page, views the images, marks it as a favorite and reads the description, but has doubts about the purchase and leaves.
When this potential customer leaves their contact information, it is possible to send them a discount coupon, for example, to motivate them to return and take advantage of the offer. However, if he does not subscribe or fill out the form, it is impossible to contact him and a sale and even money is lost.
This clearly demonstrates the importance of digital businesses to generate leads, as it allows in many cases to make sales and generate profits from it.
Users may come to your website from various sources such as social networks, search engines or ads, but they rarely enter the page directly, this means that they come from surfing the net and visiting different spaces.
In this sense, the idea is that you can convince the user to leave their contact information as quickly as possible, before they leave the site or lose interest, but without them feeling pressured.
At this point is where Lead Generation becomes a game of strategy and carrying it out may mean using one or more methods.
Before talking about each method, you must take into account two fundamental aspects.
The first is that you can offer something attractive to the user to motivate them to leave their data and the second is that, although the more information you get the better, the idea is that the form should be brief so that they are encouraged to fill it out.
Although there are undoubtedly many techniques that can be applied to obtain leads, in this section we will explain the 6 most common ones.
This is one of the most popular methods to generate leads and consists of awakening the user’s interest in the brand, knowing the profile of the target audience or buyer (buyer persona) and offering them what may attract them.
From promotions and offers to specific products, the idea is to offer them what is most attractive to them and motivates them to leave their contact information and make a purchase.
Ultimately, first impressions count for a lot and people are attracted to what is pleasing to the eye.
That is why this strategy focuses on providing videos to promote products and services and including a link to the form that invites users to leave their data.
It is not about leaving text aside, but integrating it with an attractive video that motivates the user to fill out the subscription or form.
The idea is that you can include links in paid search engine ads that lead the target audience to fill out a form or subscription with their data.
These ads are usually placed strategically on pages related to the company’s target and are automatically directed to your site’s potential customers when they click on the ad.
Positioning the website among the first places of the search engine is another method of lead generation, this works in the long term and requires that the keywords used are oriented to the target audience to attract traffic.
Placing advertisements on the networks that the target audience frequents is another method of getting leads and these often have lead generation services that companies can take advantage of.
To gain visibility and improve the brand’s position in the market, content marketing is the best tool and also helps to generate leads when contact forms are included.
However, for this strategy to work, the content must be of quality and focused on what the user is interested in.