Ultimate Lead Generation Strategy Guide [Full 2021 Update]

In business, lead generation is the initiation of consumer interest or enquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition or for sales leads. The methods for generating leads typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers.[1]

A common approach to creating a lead generation strategy is to build an integrated marketing campaign that targets prospective customers at each stage of the buying process. The goal is to make it easy for prospects to find information about your company and what you have to offer.

The first step is to create what’s called a customer persona. This is a made-up customer that represents your ideal target market. Once you have your customer persona, you need to identify where they ‘hang out’ online. This can be social media platforms, forums, blogs or any other website that your target market frequents.

Once you know where your target market hangs out, you need to create content that will appeal to them and get them interested in what you have to offer. This content must be interesting, informative and should offer some value. It’s also important that this content is shareable so that it can spread virally and reach as many people in your target market as possible.

The next step is to create a call-to-action (CTA) that encourages prospects to take the next step in the buying process. This could be signing up for a free trial, downloading an e-book or requesting more information about your product or service.

Finally, you need to track and measure your results so that you can fine-tune your lead generation strategy over time. This means setting up Google Analytics tracking code on your website and using other tools such as A/B testing to see what works best.