What Is Lead Generation In Digital Marketing?

05 May ~ 8 min read 684 views
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Claspo Blog What Is Lead Generation In Digital Marketing?

Quality leads are essential for any company, regardless of industry. Therefore, attracting new customers should be one of the main goals, as this directly leads to business growth. With the power of digital marketing, social media platforms, and automation software, turning leads into profitable ones has never been easier. The main thing is to use every opportunity correctly. So, let’s find out what is digital lead generation, and how to generate leads in digital marketing?

Table of Contents

What is Lead Generation in Digital Marketing?

Lead generation in digital marketing is the process of discovering, attracting, and converting web users into business prospects. This method employs online tactics such as email campaigns, social media ads, or even landing pages that offer downloadable content. The goal of digital marketing lead generation is to get as many relevant audiences as possible who have left their contact details.

A marketing lead is a potential client who has left his contact information. This can be registered on the site, a subscription to a newsletter, a profile in social networks, an appeal in a messenger, etc.

In other words, a lead is a potential client who somehow learned, saw, or heard information about goods and services through the Internet, radio, mass media, and other means of communication. It is important to remember that a lead is not yet a client, but if you manage to attract him, then he can become one.

An ordinary person will turn into a lead if:

  1. receives information about you and your services online or offline;
  2. needs your services (falls into your target audience);
  3. visits the site or calls you;
  4. leaves a request or contacts for feedback;
  5. subscribes to your email newsletter.

Why is Lead Generation Important for Digital Marketing?

You'll need customers to expand your business, right? Nowadays, this can be accomplished through the use of digital advertisements or social media.

When a lead is created, it is often forwarded to the sales team, who nurtures the connection and ideally turns it into a real customer. This may be accomplished in various ways, but it's important to have a solid and dependable system in place to keep track of everything and figure out what works best in your sales funnel.

Using the latest technological advances to track trends and analyze customer preferences, it is now possible to reach a broader audience through social media advertising.

Businesses need leads because they enable them to fine-tune and build knowledge of their potential customers, their wants and interests when they are most open to hearing from them, and how to effectively reach out to them.

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Digital lead generation allows companies to attract real prospects interested in their products or services. This enables marketers to communicate successfully with customers seeking additional information on certain topics or have shown explicit interest in purchasing a similar product or service.

How to Generate Leads in Digital Marketing?

Digital marketing lead generation involves a series of marketing activities that correspond with the stages of the buyers' journey, beginning with driving traffic, converting visitors to leads, and converting final leads into customers. But how to generate leads in digital marketing? Read on to find out!

Search engine optimization

Not every user will remember the address of the site or even the name of the company. This is why, in most cases, searches will be based on a related issue rather than a specific company. If the "rank" of your site is low, then it will appear on the second or third page of the search results. The better the SEO work is done, the higher the visibility of the site and the greater the number of visitors, and, consequently, potential customers.

Contextual advertising 

A proven and fast way to attract the attention of potential customers. Results are easy to measure and track, works well with other marketing channels, and provides useful data for the future.

Social media

Social media is a great free lead generation tool for digital marketing. You can use different channels to distribute your content and drive traffic to the site. In addition, you can also involve employees in your campaign. A HubSpot study found that employees who share company-created content get more than eight times more engagement than the company's social media page itself.

Email newsletters 

High-quality educational content can attract a significant number of new potential customers. Many companies also use email to communicate about new services and promotions. To create your subscriber base, place the subscription form on the site and tell about it on social networks.

Engaging website 

Most websites are not designed to attract potential customers. If visitors don't understand what you are doing or what problems you can solve for them, they will go to your competitors. Therefore, carefully consider the content of the pages and create an attractive lead form.


Some users prefer not to wait for "live communication" with consultants, but to receive information instantly from the bot. Now it is one of the popular ways to generate digital marketing leads and a powerful marketing weapon. AI-based chatbots are used for consulting, entertainment, customer education, etc.

Lead Generation Tools

What tools to use to generate digital leads? 

Infographics, e-books, checklists 

Things like checklists, infographics, eBooks, and guides are all great ideas to create if what's inside is valuable and useful. They can serve as lead magnets. You provide these resources for free, and users provide you with their contact information in return for receiving them.


This tool is more suitable for B2B sales, but it can also be a good option for B2C. If you are planning to hold a webinar, it is better to do it for free, but with mandatory registration. You can use this registration information later to contact members. The main thing to keep in mind is that your webinar needs to be truly useful. That is, it should not be an advertising presentation. Make sure your topic is relevant and that the content you provide will be valuable to your audience.


The blog will generate traffic and help build trust among potential customers. Plus, it can position you as a thought leader in your industry and build your trust if you provide valuable and meaningful content. When it comes to digital marketing lead generation strategies, blogs are only as good as the content you create and the consistency with which you create it. Blogging every three months will most likely not bring the desired results.

Industry research reports

A proven B2B lead generation strategy is to offer comprehensive research reports on the industries in which you operate. First, these documents are a great lead magnet. Secondly, they increase credibility and build trust in the brand.

One of the biggest hurdles for customers is having to buy a product or service without testing it first. Offering a free trial or demo of what your company sells is a good way to get qualified digital marketing leads that can be converted into customers once they try your product.

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Benefits Of Digital Lead Generation

Brand recognition - Lead generation informs the audience about products or services, which helps increase awareness of you and your brand.

Increase in sales and profit margin - Lead generation can lead to increased sales by converting leads into actual customers.

Target clients - Lead generation in digital marketing allows you to be more targeted and aware of who is receiving your message. You can target your desired customer across multiple channels and different demographics.

Gathering important information about potential customers - Based on potential customers' preferences, needs, and contact information, you can gather important information that can be used to understand the prospect's journey and personalize their experience. This allows you to tailor product or service messages to them and improve your chances of getting leads as customers.

Most lead generation tactics work best when used as part of an omnichannel approach. For example, leads will respond better when they find out about you through multiple touchpoints: social media pages with interesting content, YouTube videos, targeted ads.

The sequence of messages is also important. Your advertising tactic should reinforce the same message across all channels so that potential customers receive a consistent description of what you have to offer and understand your competitive advantage.

You need to find out where your customers usually look for information and where they spend the most time. These can be certain social networks, websites, blogger pages, and learn the basic formats of these sites.

As such, lead generation has no disadvantages. Unless the need to allocate a separate (and often quite large) budget.


Attracting new customers is a difficult task for any business. Fortunately, the possibilities of digital marketing have greatly simplified the interaction with customers. Digital channels may offer several conversion opportunities but you can still benefit from them. If you want your business to reach new heights, you need to know how to not only attract but also how to keep the interest of customers.

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