Learn Lead Generation From the Experts

Table of contents

Use this table of contents to jump to a specific part of our lead generation guide, or keep reading for an introduction to lead generation.

I want to learn about the basics of lead generation

I want to learn about the benefits of lead generation

I want to learn about lead generation strategies

I want to learn about capturing lead information

I want to learn about tracking and measuring lead generation

I want to learn about working with a lead generation agency

How to generate leads: 5 proven strategies

When generating leads, there are various strategies you can use to attract users in different stages of the buying funnel. Here are five of the most important digital marketing strategies for generating leads.

Search engine optimization (SEO)

The first lead generation strategy we’ll discuss is search engine optimization (SEO).

SEO is a digital marketing strategy that helps your website rank in search engine results for relevant terms so you can reach your ideal audience. Your business will be able to connect with your customers through search engines like Google and Bing by outranking your competition on search engine results pages (SERPs).

SEO can position you as a thought leader in your industry through fresh, helpful content. It is important to remember SEO is a long-term strategy and can establish a strong foundation for your overall marketing strategy.

Learn more about SEO

Pay-per-click (PPC) advertising

Pay-per-click (PPC) advertising is a valuable strategy for quickly attracting leads to your website. It involves placing ads on SERPs, social media sites, and other websites. You then pay a small amount for each click on your ad.

With PPC, you can use precise targeting to reach users who are likely to become customers. When users click on your ad, you can take them directly to a landing page where they can convert into a lead.

Learn more about PPC

Email marketing

Email marketing is another one of the most common ways to generate leads. In addition to attracting new leads, email is perfect for nurturing and converting leads into customers.

One benefit of email marketing is the ability to tailor content and conversations to your leads’ interests, concerns, and needs. This allows you to move users through the sales funnel and explain the value you provide to your customers. You can accomplish this with newsletters, drip campaigns, and other tactics.

Learn more about email marketing

Social media marketing

Social media marketing revolves around marketing and advertising on social media networks like Facebook, Twitter, Instagram, and LinkedIn.

Marketing on social media consists of creating posts, engaging with followers, and running ad campaigns. Social media can help with brand awareness, customer service, and lead generation. Many social media campaigns serve top-of-the-funnel users, while some strategies, especially advertising, can generate leads more quickly.

Learn more about social media marketing

Content marketing

Another powerful marketing strategy is content marketing. Content marketing is the creation and distribution of original content like blog posts, informational articles, infographics, and videos.

Creating valuable, high-quality content helps establish your business as a thought leader in your industry. As users consume your content, they’ll become more familiar with your brand and may eventually convert into leads and customers. To capture leads, you’ll need to include mechanisms for gathering lead information on your site or within your content.

Learn more about content marketing

3 methods for capturing lead information

As mentioned above, we will now cover strategies for how your business can generate leads and begin growing.

1. Encourage visitors to sign up for your email newsletter

One of the most common methods for building a list of leads is creating an email newsletter.

Users who sign up to receive emails from you are expressing interest in your business and asking to hear from you on a regular basis. This means they’re generally interested in what you provide and are likely to become customers.

Your email newsletter should provide subscribers with valuable information that’s relevant to what your business does. This will keep them interested in your newsletter and your business.

Your emails can also help move subscribers through the sales funnel toward becoming customers. You can occasionally include more promotional content in your emails to encourage this.

To get users to sign up for your email newsletter, include calls to action on your site that explain the value your newsletter provides. You can display these CTAs on your pages, in sidebars, in pop-ups, and elsewhere on your site.

2. Create gated content to capture critical lead information

Gated content is another prominent option for capturing leads. What is gated content? It’s especially valuable content, such as extensive guides or helpful tools. Users must provide their information in exchange for this content.

With gated content, you’ll want to ask for an email address and name at a bare minimum. You can also ask for more information, as most people who want access to this content are willing to give a little more to gain access.

When you create gated content, make sure it’s worth your audience’s time. Guides, ebooks, tools, and courses providing valuable information to your target audience are excellent examples of gated content.

3. Use chatbots to answer questions fast

Chatbots are becoming increasingly prevalent and are a great way to generate leads. Chatbots can guide the conversation with the user and gather information on the searcher, such as their email address and interest in your business.

When someone interacts with a chatbot, you can learn what services or products they may be interested in and provide them with helpful information. For more detailed questions, the chatbot can pass the user on to a qualified customer service representative.

This experience also makes the initial contact much smoother. Because the chatbot already gathered some of the user’s basic information, the salesperson has information they can use to provide help more efficiently.

4. Offer free subscriptions or trials to get prospects to connect with you

Free subscriptions or trials are also a great way to generate leads. If people are hesitant about your product or service, offering a free look into it can turn someone into a lead and give them a glimpse into what you offer.

For example, if you offer software or a streaming service, you can provide a free limited-time subscription to let users test out what you offer.

Working with a lead generation agency

You could implement a lead strategy on your own, but usually, the best choice is to hire a lead generation marketing agency to maximize your return on investment (ROI).

When you hire a lead generation agency, you have a team of experts to create a customized strategy for you, and you gain access to advanced software. Your agency will present you with new lead generation techniques, implement campaigns for you, and help increase your ROI and overall revenue.