The Lead Generation Process

1. First, a visitor discovers your business through one of your marketing channels, such as your website, blog, or social media.
2. That visitor then clicks on your call-to-action (CTA) — an image, button, or message that encourages website visitors to take some sort of action.
3. That CTA takes your visitor to a landing page, a web page designed to capture lead information in exchange for an offer.
4. Once on the landing page, your visitor fills out a form in exchange for the offer. Voila! You have a new lead. That is, as long as you follow lead capture from best practices.

Note: An offer is the content or resource that’s being promoted on the landing page, like an e-book, a course, or a template. The offer must have enough value for a visitor to provide their personal information in exchange for access to it.

To sum it up: Visitor clicks a CTA that takes them to a landing page where they fill out a form to get an offer, at which point they become a lead.

Lead Generation Marketing

Once you put all of these elements together, you can use your various promotional channels to drive traffic to your landing page to start generating leads.

But what channels should you use to promote your landing page? Let’s talk about the front end of lead generation — lead gen marketing.

If you’re wondering how to generate leads in digital marketing specifically, it’s time to analyze your existing online channels and identify opportunities for conversion. This can include everything from your website to your organic and paid social media presence.