Lead Generation in Digital Marketing

Lead generation in digital marketing ties closely with inbound marketing. However, what exactly is lead generation? It is often broken down into two parts. First is the process of identifying and attracting online users, turning them into prospects for your business or service. The second part is converting, closing and maintaining their business. 

How to Generate Leads? 

The below image depicts the life cycle of the lead generation process for a visualisation of what we are discussing:

As mentioned in the above table, you can attract customers to your business or service through:

  • Email marketing
  • Blog posting
  • Social media marketing
  • PPC

These simple practices all aim to drive traffic to your website and or the desired landing page. This is why it is so important to have a search engine optimised website/landing page. Being able to drive this traffic to your website from these channels means leads are more likely to be of a higher quality as they are specifically searching for your services. 

Capturing Leads

The ‘convert’ section of this table is the most important. Once you have attracted customers/clients to your website or landing page, what happens next? How are your capturing their details and business? This is where the following should be implemented: 

  • Call to action – a message, button or image that can be clicked encouraging the visitor to take some sort of action.
  • Forms – have a form on the landing page where they can fill out their details in exchange for an offer that is relevant to your sales goal. 
  • Newsletter – have a newsletter subscription option available on the landing page. This is to avoid missing out on a future lead. They may not be ready to make a purchase or engage with your services today but subscribing to your newsletter can keep them informed and engaged with your business. 

Need Help? Digital Marketing Partner

Big Ant Marketing can offer affordable digital marketing support services for small to medium-sized businesses. We follow the stages of lead generation outlined in this blog and aim to deliver quality leads for a return on your marketing investment. We operate across Australia and New Zealand wide servicing all industries. Contact us on 1300 988 547 or via our contact us form to discuss how we can help you today.