What is lead generation in digital marketing? Lead generation has been an important process in the business world. After all, this process allows you to have more visibility for your products and services. However, people can get confused about how digital marketing uses the lead generation process. Without a doubt, generating leads is fundamental in digital marketing. But what does the process look like when applied on the internet?

Digital Marketing

In 1993, the first clickable advertisement went live. Since then, the scope and growth of digital marketing has been exponential. In a few short years, search engines made navigating the internet easier. As a result, people were fighting for spots to advertise their website or company. Social media sites provided a new place for socializing and connecting to the community. It is only natural that people start using the internet to increase their brand awareness.

More importantly, it was a great place to generate leads.

What is Lead Generation?

Lead Generation is the action of identifying and cultivating potential customers a business’ products or services. This is often using different strategies and methods to convert interested people into customers. Although it is not 100%, lead generation is important for any business to thrive. Getting quality leads helps business through:

• Targeting the Right People
• Increasing Brand Awareness
• Getting Valuable Data
• Grow Revenue

If a good strategy is implemented, a company can expect an excellent amount of growth in awareness and revenue. There are many ways to start the lead generation process. Putting up advertisements, flyers, or hosting special events. However, what does the process look like when applied to digital marketing?

Lead Generation in Digital Marketing

When it comes to lead generation within digital marketing, there are many ways to appeal to potential clients. After all, the goal is the same. Finding clients that will lead to a sale. In regards to online marketing, there are two methods available. Inbound lead generation and outbound lead generation. Both of these methods are focused on the same goal, but how they get those leads is different. So let’s go over these ideas and what is applied to them

Inbound Lead Generation

Inbound lead generation is focused on permission. Instead of going out to find clients, you allow them to find you. It is their choice to interact with you. When using this method, you need to allow customers to find one of your marketing channels, have an effective call to action, and they are sent to a landing page that allows them to fill out a form. Some strategy methods that are applicable to inbound lead generation are:

• Content Marketing
• Social Media (Facebook, Twitter, etc.)
• SEO

All of these strategies are great in increasing interest and awareness of your brand. However, this is not your only option for lead generation.

Outbound Lead Generation

Compared to inbound lead generation, outbound lead generation is harder to convert. This is because the main focus is an interruption. Unlike inbound, this type of lead generation involves you finding potential customers and contacting them directly. The method includes finding your customers, doing research, and reaching out. The strategies involved in this type of lead include:

• PPC Advertising
• Cold Outreach
  • Cold Calling
  • Cold Emailing
• Content Syndication

Although it is not as effective compared to inbound lead generation, it is still a proven method to find interested people who are not aware of your brand.

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