Lead generation is a way of warming up your potential customers to your business and lead them on the path to eventually purchase. Potential customers show an organic interest in your business. They initiate the relationship (instead of you, the business, starting the relationship with a cold call), making it easier for you and more natural for them to buy from you in the future.
What is a lead, you ask? A lead is a person who has in some way indicated interest in your organization’s product or service. Leads are typically generated through information collection. This information could come from a person filling out a form to download a piece of content from your website. This is where Inbound Marketing comes into play.
As a HubSpot Certified Partner, Hult Marketing works with your organization to create and distribute valuable and engaging content. Content that your potential consumers are looking for. Content that answers the questions they are actually asking. Content that makes them want more. Success in the world of an information-centric society is all about speaking individually to the consumer based on their specific and unique needs.
We know this is a lot to wrap your head around. Hult Marketing will make it easy for you to understand and create the actual components of the lead generation process. Here’s a quick look at how some of the components fit together:
- Landing Pages: A web page a visitor lands on for a distinct purpose. While a landing page can be used for various reasons, one of its most frequent uses is to capture leads through forms.
- Forms: Forms are hosted on landing pages, consisting of a series of fields that collect information in exchange for an offer.
- Offer: 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 merit them providing their personal information in exchange for access to it.
- Call-to-Action: A call-to-action or CTA is an image, button or message that calls on website visitors to take some sort of action. When it comes to lead generation, this action is to fill out the form on the landing page and redeem the offer.
See – now you’re starting to see how everything fits together. The overall methodology makes this one concept clear: consumers have all the power. Today more than ever before, consumers have options and the means to access these options across a wide array of technologies and social media platforms. Lead generation calls for an end to interruption marketing, and instead allows you to attract and nurture an engaged and interested audience.