Leads and lead generation are terms often mentioned in digital marketing, but what do they really mean?
When we talk about lead generation, we’re discussing a discipline related to inbound marketing.
When a user visits a website and shows particular interest in what the site offers by providing their contact information through a form, this is known as lead generation.
With this information, the company behind the website can target their marketing efforts specifically to this person, for example, through email marketing.
What is a lead?
A lead is a term used to describe a person who has provided their contact information to a company via its website.
This often happens in exchange for something, such as a discount code, a newsletter, the download of an e-book, or something similar.
In other words, the person receives “something in return” for providing contact details like their name, email, and sometimes phone number.
Benefits of lead generation
When a user chooses to share their information, it sends an active signal that they are interested in the company’s products or services and are therefore more likely to read and respond to future newsletters and other campaigns.
This is a major advantage for the company, as it allows them to tailor their campaigns with relevant information for users who have shown interest in the brand.
As a result, the company gains an overview of the most relevant customers, those who are most likely to convert.
What is the best method for lead generation?
There are several ways you can generate leads, and below are just a few examples:
- Pop-up windows.
- Offers of free e-books, tutorials, etc.
- Dedicated landing pages.
- Sign-up forms (webinars, courses, etc.)
- Gamification (quizzes, spin-the-wheel, etc.)
There are now many options for lead generation, so it’s important to find out which method works best for your target audience.
For many, pop-up windows work excellently, while for others, a different lead generation method may be more effective.
Get all of my tools for these tactics here.
I recommend regularly conducting split tests of the lead generation methods used to ensure the most successful approach possible.
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