Lead Generation & The Lead Generation Process

Lead generation using telemarketing is dead…

Lead generation using cold emailing has become a waste of time and effort as well…

In the modern world, when marketers talk about lead generation, they are thinking about and focusing on inbound marketing.

Inbound marketing reflects the new way people (potential customers) use the internet & social media to research, engage with and buy from businesses.

Inbound marketing fits into what is called, the new buying cycle. Gone are the days of “interruption marketing” tactics (like telemarketing and cold calling). With inbound marketing the prospect (potential customer) takes the initiative and reaches out to you.

What is a Lead?

A lead is any person who has indicated an interest in your business by providing you with their contact information (e.g. an email address or phone number) which enables you to contact them again.

What is Lead Generation?

Lead generation: the basics. Lead generation should be one of your businesses top priorities.

Getting a growing number of people to provide you with their contact information on a consistent basis (so that you can turn them into customers) is what lead generation is all about.

The Lead Generation Process

Here’s a step-by-step explanation (overview) of the lead generation process:

Step 1: Someone finds your business on Google (e.g. a blog post you wrote) or on social media (e.g. one of your Facebook posts)

Step 2: They take the next step (this is your” call-to-action or “CTA”) – Let’s assume your blog post or Facebook post they found included a call-to-action which encouraged them to take the next step (for example: your blog post CTA may have encouraged them to “Click to Learn More”)

Important tip: Your CTA must provide them with a compelling reason to take the next step.

Step 3: Your CTA should then take them to a landing page where you will offer something in exchange for their information.

Important tip: Whatever you offer people on your landing page has to be valuable enough (to them) so that they will willingly provide you with their email address and/or other contact info.

Bear in mind that you will eventually be using various channels and strategies to drive people to your landing pages so that you can start collecting leads. Because of this, it is suggested that you start building you own lead generation process as follows…

First, select or create some good quality content (I suggest using a blog post).

Next, create your landing page. Make sure your landing page includes your valuable offer as well as the form that you will use to collect peoples contact information.

Finally, add a call-to-action (CTA) to the content you will be using. Remember to make sure the CTA encourages them to take the next step.

That’s how you do it. Congratulations, you now have your first lead generation “machine”

In my next post, I will discuss some effective & easy to implement lead generation strategies. See you then!

Thanks for reading my Lead Generation: The Basics post! – If you have any question or comments about this post please leave them in the comments below.