A lead is a person who has indicated interest in your company’s product or service in some way, shape, or form. In other words, instead of getting a random cold call from someone who purchased your contact information, you’d hear from a business or organization you’ve already opened communication with us.
For example, maybe you took an online survey to learn more about how to take care of your car. If you got an email from the auto company that hosted the survey on their website about how they could help you take care of your car, it’d be far less intrusive and irrelevant than if they’d just called you out of the blue with no knowledge of whether you even care about car maintenance … right?
And from a business perspective, the information the auto company collected about you from your survey responses would help them personalize that opening communication to meet the existing needs of the potential client.
Lead generation is the process of attracting and converting strangers and prospects into those leads we just talked about.
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 usually resonates better, and 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.
By showing an organic interest in your business, it’s those strangers and prospects that are initiating the relationship with you, the business, initiating the relationship with them. This makes it easier and more natural for them to want to buy from you somewhere down the line.
Within the larger inbound marketing methodology, lead generation falls in the second stage. It occurs after you’ve attracted an audience and are ready to actually convert those visitors into leads for your sales team. As you can see in the diagram below, generating leads is a fundamental point in an individual’s journey to becoming a delighted customer of your business.
DIFFERENT TYPES OF LEAD GENERATION
Content Marketing (blogging, podcasts, free downloads etc)
Advertising (PPC, banner ads, Yellow Pages, sponsoring an event etc)
Referrals (recommendations from existing customers and other people)
Outbound (cold email, cold calling)
Partnerships (joint ventures, affiliate marketing etc.
CONTENT MARKETING is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience ultimately, to drive profitable customer action. Different services like blogging, podcast(audio files used to communicate information), free downloads (e-newsletter, magazine).
ADVERTISING is a method to convey the information to the public audience. In advertising they are different types of advertising means like ppc (pay per click), banner ads (where all the information will be displayed in the banners and posters),yellow pages(where all the valuable information are stored, similar to the phone book directories).
REFERRALS is another way of getting the leads from the audience by the referral of existing customers, where you no need to pay anything only the extreme service.
OUTBOUND in this we get the leads from calls and mails.
Partnerships in this joint ventures and affiliate marketing come into picture where we post our website URL and events discounts all other features in the third party website to promote our business through leads.