Wednesday Marketing Series

What is Lead Generation?

Lead Generation is the process of attracting customers and prospects into leads.

So, what is a Lead? A Lead is a person who shows some interest in the company’s product or service in some way or the other. Let’s say someone filled a survey or enquired about a product on a website. This person becomes the lead and the line of communication now opens between the customer and the company. Lead Generation is the process of attracting such people (more and more) towards the product.

In order to clearly understand and know the customer, it is important to collect as much information as possible. With little information it gets difficult to understand if the customer is really interested in the product or not. But, it definitely is the first step and opens all lines of communication. How much information is required from the customer will depend from business-to-business.

How can you generate a lead?

There are many different ways to do it depending on the nature of the business. Here are some of them –

  • Call-to-action – A call-to-action or CTA is a button (or maybe an image) that requires the customer to click on it to perform some action. For example, SIGN UP, DOWNLOAD etc.
  • Landing Page – A landing page is a page the customer reaches when he performs some action for a distinct purpose. This page is generally used to capture leads.
  • Forms and Surveys – They are hosted on landing pages and collect user information like personal details, professional details, interests etc.
  • Offer – An offer is something of value that is offered to a customer in lieu of the information they share.

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