Is lead generation part of digital marketing?

Lead generation is a specific strategy within the framework of digital marketing. It focuses on creating a process that attracts strangers and potential customers to your brand, products and services, with the goal of converting them into customers. In digital marketing, lead generation is the process of identifying, attracting and transforming online users into leads for a business. The method uses online channels, tactics and strategies, such as email campaigns, paid social media ads, or even offers downloadable content through a landing page.

B2C lead generation is the marketing process for consumers. What businesses need for B2C lead generation are large volumes of high-quality leads across multiple channels (such as search, social media, and referrals) that fit certain criteria or provide specific details. Lead generation is part of the second stage of the inbound marketing methodology. It happens after you've attracted an audience and you're ready to convert those visitors into leads for your sales team (i.e., sales-qualified leads).

In digital marketing, lead generation is still focused on identifying, attracting and converting people into leads, but uses online channels and strategies. Examples include running paid ads on social media, offering free product trials through a website, and launching an email campaign. Your audience is the key to mastering lead generation in digital marketing. If you consider that more than half of your marketing budget should go to lead generation, the most effective strategy is to have a good plan and make sure there are excellent returns.

According to Forrester Research, companies that nurture their leads see 50 percent more ready-to-sell leads than their non-nutritive counterparts at 33 percent lower cost. As you can see in the diagram below, generating leads is a fundamental point in a person's journey to becoming a delighted customer. You can also do a lead generation analysis of your blog to find out which posts generate the most leads, and then make a point of regularly linking social media posts to them. Companies offering a digital or experimental product trial can easily access these types of leads, such as a 14-day free trial of their software or a 10-day VIP pass to their discount area on their website.

To be successful in acquiring leads through social media, you need to invest time and effort in creating an engaged audience so that you can convert those people into leads. But that statistic doesn't tell the whole story because the conversion rate of an offer to a prospect varies depending on what stage of the buyer's journey the prospect is in (see description of the three stages below). If your audience prefers to see the content rather than read it, you may be able to generate more leads by turning your blog posts into videos. They connect with their prospects one-on-one, allowing them to offer unparalleled insight into prospect questions.

Companies can achieve this through lead generation, which is often done through inbound marketing and then nurtured through automated lead engagement and nurturing tools. To execute effective digital marketing campaigns in the B2B space, specialists in marketing should prioritize lead generation. An example of a qualified product prospect might be a customer who uses the free version of your product, but has frequently asked about features that are only available after payment. A potential customer is any person who indicates interest in a company's product or service in any way, shape, or form.

Using modern lead generation software can help potential customers find you by increasing brand visibility and engaging with informational content that shoppers can use during their own research before they're ready to buy. Leads qualified for service can be classified as contacts or customers who have expressed an interest in becoming customers who pay their customer service team. .

Vera Lepore
Vera Lepore

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