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Lead Generation

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Lead generation is the process of generating consumer interest for a product or service with the goal of turning that interest into a sale. In online marketing this typically involves collecting a visitor’s contact information (called a “lead”) via a web form.

Lead generation is a core part of the sales funnel for many B2B companies since their products can cost thousands of dollars and web visitors are less likely to buy their product or service directly from the website. Collecting new leads allows the businesses to educate and nurture prospective customers through email marketing, before reaching out to qualified leads directly via salespeople.

  • Search Engine Marketing (SEM) – SEM is a form of online advertising that involves paying search engines (such as Google or Bing) to display ads in their search results. Because search is the primary way people navigate the web, this can be a big source of traffic.
  • Search Engine Optimization (SEO) – Search engine optimization is similar to SEM, in that it involves getting traffic from search engines, but rather than paying search engines for ads, SEO involves optimizing your website for search engine algorithms so that it appears higher in the organic search results.
  • Social Media – Social media sites such as Facebook and LinkedIn have grown to become some of the most popular sites on the web, and are beginning to rival search as major sources of traffic. You can drive traffic from social networks by posting content to social media platforms or paying for ads that run on the networks.