How Lead Generation Works

Updated: January 14, 2022

To become good at lead generation, you want to understand how lead generation works and how to make it happen for your business.

First, let’s take a look at what lead generation actually is:

Lead generation is the process of attracting prospects (potential customers) to your business. This can be accomplished in a number of ways including advertising, content marketing, coupons, live events, and networking.

Let’s look at an example of how lead generation works:

Step 1: Attract Visitors To Your Site This can be done through advertising, networking, content marketing (blog posts), direct invitation, social media posts, and more.

Step 2: Prospect Takes Action Your ad, post, message, etc… should include a “call-to-action” (an image, button, or text) they can click to learn more.

Step 3: Landing Page When that visitor takes the desired action, they should be taken to a capture page that is designed to capture their information in exchange for an offer. That offer should be something of value, such as an ebook, download, sample, course, template, etc… The offer must have enough value that the visitor wants to give you their information for follow up.

Step 4: Lead Capture If your offer appeals to the visitor and they fill out the form, you have a new lead.

This is exactly how lead generation works!

If you like a visual representation, here is what the lead flow process looks like:

Here’s the short version: Someone sees your ad, clicks the call to action, fills out the form because they want to know more, and they are now a lead.

Your next step is to make sure you deliver on the value you offered, nurture that relationship and ultimately close the sale.

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