Lead Generation: The Definition
Lead generation is the process of turning strangers into subscribers (someone who indicates interest in your product or service). Quite simply, this involves attracting people towards a product or service,so they'd be open towards exploring or atleast hearing about it. Now to get their attention in the first place, you'd have to offer something stunning or problem solving. Similarly,you'd need to offer some goodies in exchange for information and implicit consent from these prospective subscribers to be contacted later for marketing.
Lead Generation creates value and helps people. It answers questions and provides foundational information. It makes customers and clients more educated and informed, so they feel they can make purchase decisions, or, in organizations, to recommend purchases to colleagues or superiors.
It’s used by marketers large and small and by those selling business-to-business (B2B) and business-to-consumer (B2C). Some are using content to augment traditional advertising campaigns. It can spark customer engagement at all stages of the buying cycle, including helping to establish an ongoing relationship when a prospect becomes a customer.
Lead generation can reinforce an existing relationship, inspire upselling, cross-selling, renewals, upgrades, and referrals.
In Action: Strangers Into Subscribers…
A jobseeker filling out an application form is willing to share a lot of personal information in exchange for an opportunity to apply. It is perhaps the most commonplace example for us to quote to demonstrate the concept of turning strangers into subscribers.
If a visitor find your coupon/offer valuable enough, they may be willing to provide their name and email address in exchange for it.
Any participants of a contest or survey provide detailed information on the nature and level of interest they have in the product. It's quite lucrative, with clear incentives for participation but perhaps most abused and least trusted format, to attempt turning strangers into subscribers.
Lead Generation: The Process
A visitor discovers your business through one of your marketing channels (e.g. website, blog, or social media page)
Visitor clicks on an image, button, or message to reach the landing page of your product or service. This element completes the entire marketing and lead conversion cycle, by offering a clear action point to close sale/ or some other equivalent action. Nothing is more closer to the concept of turning strangers into subscribers.
The Landing Page is designed with one goal, which is to offer some product, service or information of value in exchange for visitor information and consent for further marketing communication/activities. The key focus of course still remains the same, i.e turning strangers into subscribers.
Forms collect information from the visitor, through a variety of fields and input options. They may be hosted right on the landing page or elsewhere on the website.
An offer is the content or something of value that's being "offered" on the landing page. The offer must have enough value to a visitor to justify providing their personal information in exchange for it.