What is lead generation in digital marketing?

• Landing pages

A landing page is a page on a website that is specifically used to get information from the visitors of the site in exchange for an offer or piece of content on the site. This includes visitor details like their name and email address. The information is then used as a lead for the company to reach out to the person in the future with specific offerings.

• Webinars

Webinars are pre-recorded or live presentations that are given online. Webinars are used to tell potential customers about products, services, or some other offering from a company or business. Those consumers that attend the webinar often give their contact details to the host or the company putting it on, and then those details can be used to generate future leads.

• Content marketing

Content marketing is the practice of generating and curating content for the purpose of sharing it with potential customers. This includes many different forms of content, like blog posts, photos, videos, or infographics. These creations are then used to attract and engage target consumers.

• Paid online advertising

Paid online advertising is used to reach potential customers and then direct them to a digital asset, such as a landing page. This method can then take in target customers' contact details and use them for lead generation.

• Social media marketing

Social media marketing can be used much in the same way as paid online advertising. Social media marketing seeks to alert and engage potential customers and direct them toward a specific digital asset, where their information can be obtained for lead generation.