Updated: Jul 18, 2019
A lead is a person who has indicated interest in your company's product or service in some way, shape, or form.
As a lead, you'd hear from a business or organisation with which you've already opened communication … instead of getting a random cold call from someone who purchased your contact information.
What Is Lead Generation?
Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.
Whenever someone outside the marketing world asks me what I do, I can't simply say, "I create content for lead generation." It'd be totally lost on them, and I'd get some really confused looks.
So instead, I say, "I work on finding unique ways to attract people to my business. I want to provide them with enough goodies to get them naturally interested in my company so they eventually warm up to the brand enough to want to hear from us!"
that's exactly what lead generation is: It's a way of warming up potential customers to your business and getting them on the path to eventually buying.
generating leads is a fundamental point in an individual's journey to becoming a delighted customer.
How to Generate Leads?
First, a visitor discovers your business through one of your marketing channels, such as your website, blog, or social media page.
That visitor then clicks on your call-to-action (CTA) — an image, button, or message.
The CTA takes your visitor to a landing page, which is a web page that is designed to capture lead information.
The form on your landing page consists of a series of fields that collect information in exchange for the offer.
To sum it up: Visitor clicks a CTA that takes them to a landing page where they fill out a form to get an offer, at which point they become a lead.
Why Not Just Buy Leads?
First and foremost, any leads you've purchased don't actually know you. Typically, they've "opted in" at some other site when signing up for something, and didn't actually opt in to receiving anything from your company.
The messages you send them are therefore unwanted messages, and sending unwanted messages is intrusive.
If they never opted in to receive messages specifically from you, then there's a high chance they could flag your messages as spam, which is quite dangerous for you.
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