A beginners guide to lead generation

Lead generation is the key to a building a successful business and making sure it continues to grow.


Lead generation is quite simply the process of encouraging and capturing interest in a product or service for the purpose of developing a sales pipeline. A lead is a person who has indicated interest in those products or services.


The focus of lead generation has undergone substantial changes in recent years from the rise of new online and social techniques. In particular, the large amount of data readily available online has led to the rise of the ‘self-directed buyer’ and the advent of new techniques to develop potential leads before passing theAm to your crack sales team.


It can be difficult to tell which parts of a lead generation campaign are working and which need some modification. You might not always be successful, but if you learn from mistakes and improve your strategy you’ll be able to sniff out leads like a dolphin finding fish.

3 ways to generate more leads

Here we look at how to make sure your leads keep on coming.


Lead generation is quite simply the process of encouraging and capturing interest in a product or service for the purpose of developing a sales pipeline Click To Tweet


1. Use the right lead gen tools

Marketing teams must organise and store their leads if they are to successfully drive lead generation. Tools and software can be used to get information from casual site visitors – from names to email addresses and the pages they’ve perused – and turn them into another lead on your database.


Such tools vary in their use, from those right there in the middle of the website homepage, to others that automate tasks in the back office. On your site, lead generation can be spurred by call-to-action (CTA) tools such as CTA Templates. This helps create buttons that can be placed on a landing page or blog. Other very #2017 tools can generate pop-ups should visitors meet certain requirements. For example, if a user spends more than 30 seconds on your pricing page and is on their third visit you could display a message that offers them assistance, perhaps with a smiley emoji. Intercom Acquire is just one example of this type of service.


If you’re looking for alternatives to Intercom, maybe it’s out of your budget, or you’re just looking for something else, our friends over at HelpCrunch have put together this extensive guide to Intercom Alternatives.


Not all of your visitors are ready to talk to the sales team or see a demo. Some may be regular visitors and might find it strange if you throw them a random offer of a tour of the site. Make sure you’re creating offers for each phase and offering CTAs for these offers throughout your site.


2. Landing pages

Tut tut. It’s 2019 and you are still directing CTAs to your homepage. Do you also know your home phone number? How’s your MySpace page doing? I’ll page you all about it!


Seriously though, landing pages are where it’s at. They should be created for all the offers you send out through adverts or emails. Any buttons should direct visitors to a dedicated landing page where they can see the goods or offers they were interested enough to click on.

Even if your CTA is about your brand or product, you should still be directing to a targeted landing page that’s pertinent to what they are looking for, whether it is a feature-specific landing page for an offer, or something else. If you have the chance to use a CTA, send them to a page that will convert them into a lead. Make it easy for the lead to become a buyer. If you need some advice, have a look at our guide to create landing pages that convert.


Do it well and that lead pipeline of yours will make the Keystone Pipeline look like the hose on the back of your nan’s old washing machine.


3. Social media

Social media platforms are more commonly associated with existing customers, but they can also be used for lead generation. One common tactic is to use Twitter or LinkedIn posts as direct links to the landing pages of popular offers. You can also analyse your blog to discover which posts generate the most leads, and then make a point of regularly linking posts to them.


Each social media platform offers its own lead generation opportunities, and they’re all worth considering. For example, Facebook has a feature that lets you put a simple CTA at the top of your Facebook Page, meaning you can send followers directly to your website. Twitter Lead Gen Cards allow the generation of leads directly within a tweet and without even having to leave Twitter. As soon as they press ‘submit’ you will receive a user name, email address and Twitter handle.


If you’d like to talk all things lead generation and see how growth hacking can help boost the number of leads your getting, we’d love to hear from you.