You want to attract new customers to your business, because getting new customers means a wider market, which means more income for you. Inbound marketing is so powerful because you have the power to give the searcher/consumer exactly what they are looking for at the precise point that they need it.
A lead is a person who has indicated interest in your company's product or service in some way, shape, or form. A lead would hear from a company they’ve already opened communication with, instead of getting a cold call from a telemarketer who purchased their contact information. These days, no one really appreciates a cold call.
Have you ever taken an online survey for, say, a car repair service? You’re a lead for that business because you’ve indicated an interest.
Lead generation is the process of warming up potential clients and getting them on the path to purchasing your product or service. It is the start of the road to “YES”. Generating leads is a fundamental point in an individual’s journey from stranger to delighted customer.
Some examples of lead generators are job applications, blog posts, coupons, live events, and online content. An effective lead generator will create an organic interest in your business, so the transition from stranger to customer feels natural.
How do you generate leads with inbound marketing?
A visitor discovers your business through one of your marketing channels, such as your website, blog, or social media page. They then click on your call-to-action (CTA), which could be an image, or button, that encourages your visitor to initiate an action.
A CTA could look like this:
The CTA will take them to a landing page, which is a web page that is designed to capture lead information in exchange for an offer. An offer is the content or something of value that is being “offered” on the landing page, such as an e-book, course, or template. The visitor must be interested enough in your offer that they will provide personal contact information in exchange for it by filling out a form.
You can include CTAs anywhere in your content — inline, bottom-of-post, or even on the side panel. The more delighted a visitor is with your content, the more likely they are to click your call-to-action and move on to your landing page.
A formon your landing page consists of fields that collect information in exchange for the offer. Once the visitor fills out the form, you’ve got yourself a new lead! When you have your lead, you can then convert them into customers.
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