— DEFINITION

Lead generation: The process of attracting traffic to one’s website in a bid to convert those viewers into actual leads. On their own, websites can not serve as lead generators even if they are well designed. There needs to be some sort of online activity that engages the marketing side of it to help bring users back to the website.

AIDA Model

As per this model, 4 crucial components must be adhered to:

Attention:

This is the part where interactions are done with prospective visitors on various platforms that are meant to send them back to the website to check it out. These may include postings or advertisements.

Interest:

When a visitor chooses to click your posting or advertisement, they instantly get redirected to the pitch content you have developed for them. If the content is engaging and good enough to catch their interest, they will continue to read and will even follow your social platforms, subscribe to any blogs you may have, and continue to come back for more.

Desire:

This is the phase where viewers will be revisiting your brand content frequently and liking it enough to find out what more you have to offer. This will lead them to services pages and/or other reviews that they may be able to find about you.

Action:

The final state where the conversion takes place.

If interested viewers are able to satisfy themselves through the content you have presented as well as the reviews provided along with the handling of your complaints, they will process to taking action and converting themselves from prospects to customers. This entails submission of forms, contact through live chats or directly calling you up to figure out the next step to linking up.

Lead Capture: An action that occurs on websites. It is a process of converting visitors/viewers into leads. This can happen a number of ways:

Forms of Lead Capture

This is considered as one of the simpler ways of this specific process. All you have to do is to present it as a service asking users/viewers to show their interest in the specified product through the submission of forms. This acts as a collection mechanism for personal information. People who tend to fill out these forms are usually genuinely interested and are awaiting contact.

For example, for a property listing website, you simply need to place a basic opt-in at the landing page, asking the people to input their contact info so that the representative can follow up with them with more details.

Squeeze Pages:

This is a form of content that is premium in nature which requires submission of information before acquisition. These include whitepapers, software demos as well as other tools and items.

For example, the usual form of this is the subscription CTA opt-in section in a website that simply captures the information and then converts via follow up emails.

Over the Telephone:

There are viewers who may be seeking a swift response and may end up calling you directly. It then becomes the responsibility of the salesman to ensure that s/he obtains all necessary information for later accounts.

Direct Email:

Regardless of much easier fora available, some clients are just more comfortable emailing you personally. The way you respond serves as a means for conversion which will account for in lead capture statistics.

E-Commerce Purchase:

In such websites, viewers tend to be converted directly into clients depending on the price of the item that they are searching for and find.
A website working on lead generation tends to display forms for conversion, blogs, analytical tools beyond the basics, a management system along with an effective integration of social media platforms. However, it requires a driving force which needs to be at the beck and call to ensure that no leads are wasted in the process.