In marketing, lead generation refers to the process of triggering considerable customer interest in order to get them to inquire about the products or services offered by a business. These interested section of customers are referred to as leads.
Lead generation is the process of warming up potential customers for your business and converting them into leads. Using this technique, you make efforts that generate an organic interest within your target segment, so it is the prospect that is most likely to come to the business.
In simpler words, lead generation is a fundamental point in a prospect’s journey to becoming a customer of your business. Here is a lead generation process:
- Attract Strangers from Blogs, Social Media, Posts, Websites and make them visitors.
- From Forms, Landing Pages, Calls to action convert the visitors to leads.
- From Emails, Workflows try to close the lead to make them customers.
What is a lead?
A lead is a person from your target audience who has in some way shown interest in your business’s products or services. In simpler words, it is a person who is more likely to convert with some amount of pursuing and nurturing.
Why lead generation is important?
In order to effectively make sales, you have to have qualified leads. Lead generation is the act of establishing interest in products or services among a target market. If you want your message heard through more than one channel, it’s important to establish a strategy that creates some demand, which is what lead generation strives to do. It’s all about brand awareness, pulling down leads and making sales.
There are several steps in generating leads just as there are several levels of interest a person might have in what you are offering. The interest can vary between non-existent to ready to buy. However, most lead generation techniques involve some level of nurturing.
Lead Generation Landing Pages
Lead Gen landing pages are used to capture user data, such as a name and email address. The sole purpose of the page is to collect information that will allow you to market to and connect with the prospect at a subsequent time. As such, a lead capture page will contain a form along with a description of what you’ll get in return for submitting your personal data.
There are many uses for lead gen landing pages, some example uses and the items given to the user are listed below:
- E-book or whitepaper
- Webinar registration
- Consultation for professional services
- Discount coupon/voucher
- Contest entry
- Free trial
- A physical gift (via direct mail)
- Notification of a future product launch
The length of your form and the level of personal data requested can have a direct impact on conversion. Try to ask for the absolute minimum amount of information that will enable you to market to your prospects effectively.