What is lead generation in digital marketing?

This blog has all the strategies on “How to generate leads for B2B and B2C businesses”.

What are Leads ?

Lead is basically a person or an organisation interested in what you are selling. It can be a product or a service.

The contact detail of a potential customer who might become a paying customer.

how to contact detail of  a potential customer who might become a paying customer.

Lead is basically gathering information about your target audience like (email, name, phone number).

Which can help you to stay in touch with your audience and build a trustworthy relationship also you can communicate directly using your own desired platform.


Let’s say you fill a online survey form skin care products.

A day or so later, you receive an email from the e-commerce site that created the survey about how they could help you take care of your skin.

This process would be far less intrusive than if they’d just called you out of the blue with no knowledge of whether you even interested in skin care products, right? This is what it’s like to be a lead.

What are not leads?

Social media followers are not your leads.

Social media followers are just numbers, they may not ever convert into a paying customer.

Lead generation definition:

Lead generation is the process of converting strangers into paying customers.

Some examples of lead generators are job applications, blog posts, coupons, live events, and online content.


Lead generation has been an issues for start up and business. How to generate leads, number of leads, quality of leads has been the issues with the companies on a regular basis.

One of the biggest challenges that business owners face with lead generation is that they are not able to generate high-quality leads at a low cost.

Lead generation falls into 2 categories:

  1. Inbound lead generation:

2. Outbound lead generation:

Inbound lead generations are SEO, social media, PPC (pay per click).

Inbound leads are more likely to convert as they comes to you organically by visiting your content. Through signing up to your landing page/website.

They are very important as they are organic leads.

Outbound lead generation are cold calls, direct mails, advertising and email marketing.

 These leads usually take some more time to convert because at the initial stage, trust factor will be less.

Outbound leads need to be nourished with useful content to build trust on them. 

Tools required for lead generation:

SEO (Search engine optimization)

Search engine optimization (SEO) is the process of improving your websites ranking in search engine pages.

In SEO if you provide right keywords to your website content the traffic directly gets transferred to your website, if people are searching for your business related keywords.

This process is time consuming, if you are beginning a website it may take google 6 months to analysis and rank your website but all the traffic comes to your website through SEO is organic.

Organic traffic via SEO will always have a higher conversion rate.

There are two types of SEO techniques:

  1. On-page
  2. Off-page

On-Page SEO deals with optimizing website contents based on your target search keywords to rank higher in search results . 

Off-Page SEO is purely into link building i.e Getting backlinks to your website from other relevant websites.

You need to have good content writing skills optimized to SEO to rank better in on-page SEO.

On-page SEO is something you can control but Off-page SEO is not in your control.

Paid Ads Campaigns:

If ou are a startup or a business owner I suggest you to start running ads right away and start generating leads for your business.

Facebook ads not not gives very high quality leads but provide leads at a very low cost. Meanwhile google ads provides you with high quality leads but has a high Cost.

I recommend that the best strategy for Facebook ads is to put a low budget every day and let the campaign run for a long time bringing in the leads at a very low cost.

This might not give you leads that might always convert into paying customer but it ill give you a brand recall to the people who has visited your website and it will keep reminding the facebook user about your brand.

Since Facebook is not something that you can rely on getting high quality converting leads, your next option is going to be Google search ads.

Even if you have a good budget for and if you are ready to get a lot of leads in the long term, I would still recommend that you run Google ads.

Google ads is another way to generate leads, this is one of the most used advertising platforms for lead generation. Google ads can be search ads, display ads, text ads, shopping ads, video ads, etc. 


You need somebody who is efficient in google adword platform to run successful campaigns in Google adwords.

These are the keywords that people are searching for, and this will give you a lot of ideas for creating content that will get traffic.

Landing pages:

Landing pages are the most proven and effective way to generate leads. Landing page should look promising and to the point to keep the user engaged especially when it is on your website.


Make sure you have the right keywords for the title, and it should be more informative. There should be a sales piche and a clear call to action.

If you are in a product based business there can be a product picture, details even a small video can be provided, followed by few FAQ’S.

Tools you can use to create a landing pages are:



Create a thank you page:

Thank you page is way more than just adding a tracking code.

It helps to keep our customer engaged, you can provide call to action; link them to your blog by more information, ask them to follow on facebook, twitter, instagram. Create an engaging cycle also by offering them discounts or coupons.

Thank you page with an offer.


Tool required for generating leads.

There are tools that can help you gather important information like emails, phone numbers of your targeted customers on linkedin or through their websites.

Here are few tools that can help you generate leads:

snov.io is for websites

get prospects for linkedin

Email marketing:

In 2021 email is still going to be the number one highest return on investment digital marketing activity you can carry out.

Sending the right email at the right time to the right person can be very helpful.

Half of the global population use email.

The role of email marketing is unavoidable in your marketing strategies.

Your email should sound like a human to get a better response. You can send personalised email to your subscribers by mentioning their first name and special offers to get higher conversions

In your workspace you need to have an email marketing channel.

There are several factor to remember before sending a email campaign:

Professional email / Business email address to the sender, Don’t use fancy email

Use short and attractive subject line 

Explain the content precisely in simple language

Use Call to action.

Include unsubscribe option

Live webinars and story interactions:

Live webinars is the best way to generate leads.

You should be informative about the latest tools and ways you can help people, people attend webinars for their pain points, to know something they don’t have information about.

When you help people resolve their issues for free, it makes people trust you better.

So you need to have a better communication skills and be ready about all sorts of questions. You can also make a sales pitch at the end of it with an offer and ask them to pay.

Social Media Marketing:

This like addressing an elephant in the room.

Social media marketing is the most reliable way to generate leads.

3 billion people are using social media currently.

social media sites like:

Facebook, twitter, instagram, linkedin, snapchat, pinterest, youtube, Can not only increase your brand value but also helps you generate leads.


We already have covered linkedin in one of the topics, but linkedin has one of the largest professional network. The potential of lead generation from linkedin is very large.

You can find C.E.O, direct decision makers and connect, build relationships and sell your product/service through LinkedIn as a platform. 

There are several ways to generate leads from Linkedin 

  • LinkedIn Ads
  • Email finding tools from LinkedIn
  • Direct approach by sending connections

Offer a lifetime deal:

If you have a software as a service (saas product) you can offer a lifetime deal. People don’t like paying weekly or monthly for a service; so offering a lifetime deal can help you alot in generating leads time to time.

Affiliate marketing:

Affiliate marketing is the process by which an affiliate marketer earns a commission for marketing another person’s or company’s products/services.

The affiliate simply searches for a product they like and survey according to people’s need, then promotes that product and earns a piece of the profit from each sale they make. affiliate is another great way to generate leads.

There are several affiliate marketing platforms where you can list your product for affiliate marketing.


These are some great and impactful ideas and i would suggest you to try at least 3-4 to start generating leads. Try and see what works for you.

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