Lead generation: most effective strategies and techniques

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When a company implements a digital marketing strategy, it can have different objectives, such as gaining online visibility or wanting to build customer loyalty . However, one of the most important objectives is lead generation, since this process is what will allow them to obtain business results and see the ROI of the investment they are making in marketing.


The importance of lead generation in an online marketing strategy
In order to talk about lead generation, we have to start from the beginning laos email list and understand what a lead is. A lead is a person who has shown interest in one of your products or services by leaving their data in exchange. Leads are a part of the cycle that consumers follow from the moment they visit your website for the first time until they become customers.

There are different types of leads depending on their characteristics:

Basic lead: a user who shows interest in your products or services by leaving their data in exchange. For example, a subscriber to a newsletter.
Marketing Qualified Lead (MQL): These are contacts who, in addition to having expressed interest and provided their details, have actively participated in the efforts of the marketing team but are not yet ready for a commercial contact. An MQL is, for example, a person who has downloaded an ebook or a success story from your website.
Sales Qualified Lead (SQL): These are contacts who are at a more advanced stage of the sales cycle, as they have expressly indicated their interest in becoming a customer. An SQL is, for example, a person who fills out a contact form or requests a product demo.
Now that we are clear about what a lead is and the types that exist, we can talk about lead generation strategies . Lead generation is the process of attracting and converting unknown users into people who show an interest in your company and its products or services.

In the Inbound Marketing methodology , the lead generation process is one of the most important phases, since at this stage you check whether the visitors you are attracting to the website are of quality and have a real interest in the company. With lead generation, what you do is look for ways to attract people to your website and give them some element of sufficient interest so that they spontaneously become interested in your company.



You may be interested in: Lead capture: process, keys and tools for your strategy



What is the lead generation process?
As we have mentioned before, the lead generation process is one of the stages of the Inbound Marketing methodology. These are the steps followed in a real lead generation process:

The first thing you need to do is attract visitors to your website so that they can discover your company and the services or products you offer. To attract them to your website, you can use different channels such as social networks or a blog.
When the user is browsing one of these channels and clicks on a call to action or CTA, they will be redirected to a landing page .
On the landing page, specially designed for contacts to leave their details, users will find a valuable offer such as an ebook, a template, a success story... but to get it they will have to fill out a form with their contact details. And this is how we get that user to go from being an unknown person to being a lead.

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