What is Lead Generation in Digital Marketing?
Have you ever heard the term ‘Lead Generation in Digital Marketing?’ Let’s dive right into this article to unfold the lead generation channels used in e-commerce. The fires ever e-business started in the early 90s, and there was no going back after that. Thirty years later, the internet was developed and changed the business world’s pace. With the help of the internet and digitalization, businesses have started to reach a larger global audience in a shorter period; businesses used to promote themselves through print media, i.e., newspapers, brochures, and TV placements. However, in today’s age and time, marketers launch worldwide campaigns with just one click.
The advent of internet has transformed the approach to marketing, and anyone not adapting to it will go obsolete in no time. Marketing is based on the target audience and the interests of customers. Hence, businesses run personalized campaigns for potential buyers. Businesses bombard customers with multiple offers, one after another, on digital media platforms. Marketers prioritize running campaigns in a B2B environment because it is more effective in attracting customers.
Areas of Focus for Lead Generation
Lead generation in digital marketing focuses on two types of marketing:
1. B2B Lead Generation
Business-to-business lead generation marketing brings in new prospects, i.e., potential clients for the products and services. It focuses on building trust to be at the top when other businesses are investing or making a purchase.
2. B2C Lead Generation
Business-to-consumer lead generation focuses on price and emotion-driven consumers with the prospect of funneling more sales than the competitors.
Evolution of Lead Generation
Initially, lead generation in marketing used to cold call people at home. However, with digital advancements, lead generation now does tailored marketing and sales pitches according to the need of consumers. This is done through both inbound and outbound methods of marketing. With the growth of the internet and the availability of information, the sales funnel also grew. The lead generation in digital marketing has made this cycle of buying more efficient.
Before the advent of the internet and digital marketing, the sales pitch was presented to unaware and uneducated people to familiarize them with the product and services. Nowadays, everyone has a plethora of information on multiple products. Additionaly, there are so many search engines, websites, and blogs to make them more aware. Thanks to this evolution of technology, the sales cycle has grown exponentially.
The traditional sales pitch is becoming redundant as it might push the customers away in this digital era. The companies and their marketing teams thoroughly research their potential leads before any engagement as it develops a relationship of trust between the two.
Importance of Lead Generation in Marketing
After reading so much information above, you may wonder why lead generation is important. Let’s dive right into the answer.
Let’s say you are showing a product to a stranger, and he shows interest in it. It means you have changed that stranger into a potential customer. That’s what lead generation in marketing does; attract an audience and convert them into customers, i.e., leads. The image below explains it well.
Businesses with a qualified lead generation team benefit from more revenue generation and exponential development. Lead generation in marketing and sales work side by side, focused on selling their products and services rather than administrative work. This collaboration wins them more customers and changes the perception from marketing being a costly department to a valuable one (because it makes money for the rest).
Types of Lead Generation Marketing
Promoting the landing pages gets traffic and brings leads. However, a whole process and effort go behind lead generation in marketing.
Following are the two lead generation types:
1. Content Writing
Everything is content, from social media captions to blogs to shoots and PR. Hence, content leads the consumer toward the landing page, which provides in-depth information—eventually increasing audience engagement, chances of website exploration, and the likelihood of sales.
2. Email Marketing
Customized emails are a part of lead generation in digital marketing. Small campaigns can be launched with a limited number of contacts, which may be exclusive clients, investors, or people already interested in making a purchase. A compelling email copy can win many customers.
Read more: The 4 Benefits of an Email Newsletter and Content Marketing
3. Paid Ads
An ad’s sole purpose is to get the desired action from viewers and add to the lead generation through marketing. The landing page must offer the same services and products shown in advertisements.
4. Social Media Marketing
Social media marketing captures the largest audience. Whether on Facebook, Instagram, or Twitter, it is the best marketing option. You can market your business through visual posts and audio-visual videos. Social media platforms make it easy for marketers to act, post, and follow up on the engagement. Moreover, it offers multiple options to sponsor your page. For example:
- You can add a swipe-up link on Instagram stories
- You can use Bitly links for Facebook bios
- You can create an official Twitter page for people to follow and get updates.
Get Started with Lead Generation for Your Business
If you want to make your business grow, you need sales. For sales, you need customers attracted by good advertising and marketing. This is where digital media comes into play. In simple words, it is called lead generation in digital marketing. Digital ads, likes, shares, and word-of-mouth promotes engagement and generate leads. Those leads are then passed on to the sales team to sell them their best pitch and nurture a relationship of trust and reliability. This trust transforms the leads into buying customers.
An efficient and robust system can monitor this to funnel sales. The current technological advancements and AI systems can analyze customers’ preferences, likes, and dislikes based on their internet usage and web history. This data proves to be extremely helpful for social media advertisement. Whether this approach is ethical or not is a debate for another day.
It’s high time to be a part of the e-commerce industry and reap the benefits of digitalization and automation with the best service providers like Arturo Digital. We at Arturo Digital can get you started today by providing the following market competitive services:
- SEO
- Frequent content publication on website/blog
- Guest posts on relevant websites
- Search ads.
- Sponsored ads.
- Native advertising.
- Lead generation in the digital marketing medium
Build your corporate network today and be the game changer amidst business automation.
