What Is Lead Generation In Digital Marketing?

What Is Lead Generation In Digital Marketing?

In today’s market place, digital marketing is becoming an increasingly popular method through which marketers can generate cost-effective leads. This approach is driven by the need to convert the leads into buyers of their product. This article will give you an insight into what lead generation is and why it’s essential for your business.

What is Lead Generation? I will start by giving you a better understanding of this marketing approach. It’s the process where a customer shows an interest in a company’s products or services by searching directly online through a search engine, such as Google, or by responding to some form of advertisement.

There are numerous ways in which the first contact is established with a company, and there have been considerable changes to digital marketing techniques, platforms and customer behavior in recent years which need to be addressed.

As there is so much information available on the internet, it is becoming more and more difficult to attract people to a website.

Marketers are continuously adopting new approaches to generate leads, they need to come up with quality content, that can engage a customer and win their trust. 

‘The Essential Lead Generation Funnel Checklist’ is a simple to follow framework that ensures you haven’t missed a step when building and launching your magic on the world.

How does the digital market generate leads?

Due to the changing market trends, it’s essential for marketers to find better ways to reach prospective clients. There is a need to change their focus from traditional marketing techniques, for example, mass promotions and market storms, but instead, aim to build a long lasting relationship with their potential clients.

Your role as a marketer is to find ways you will be heard and for the buyers or the leads to see you. You can do this by creating content that is relevant, engaging and helpful. It must also relate to your audience and at the same time be suitable for the platforms where your customers are likely to spend their time.

A lot of information is available to the users through the social media networks, for example, Facebook and I will discuss this in detail later in this article. Social Media is capable of generating a buzz, therefore, driving traffic to your website with the goal of creating conversions and leads.

I will explain in detail some of the tactics you can employ in this marketing approach.


Keyword Optimization and SEO

Content is the critical foundation of your digital marketing efforts. You need to create content that has an impact on your target market and will generate leads.

Buy creating quality content you will build your audience’s trust and confidence. Content that is high quality and genuinely valuable to the user will help boost your search engine visibility.

SEO is a major driver in bringing visitors to a website and converting to ‘Leads’.

It’s highly effective in generating quality leads and company’s who set out to research and plan a solid SEO strategy, via relevant keywords that searchers are using to find solutions to their problems, are rewarded with a constant flow of site visitors.

Search engines, for example, Google, are more interested in ranking websites whose content is of high value.

With a good mix of text, imagery and video content you’ll more often than not see an increase in your engagement levels and in turn generate positive results in your SEO efforts.

You need to have the proper SEO strategy in place and define and identify keywords that you can rank for, that are relevant to your audience and produce valuable content for them to consume.


But where exactly is your starting point?

Knowing your target market and understanding their needs is the first step and it will work hand in hand with creating quality content. It’s quite important to categorize your audience regarding gender, income, education, age and geographical locations and interests.

It’s important to know what sources are driving your traffic, in other words where they are coming from and what they are looking for, what problems they are trying to solve and so on.

After identifying all the main keywords that are bringing you site visitors you can optimize your content. You can locate the primary keywords by looking at your Google Analytics or Google search console, you’ll be able to see which keywords and pages are bringing people to your website.

Finally, you can then optimize those pages further for better conversions. This may include a more relevant CTA for that particular page rather than a site-wide generic one.


Most people are spending a great deal of their time on the internet, and if your marketing efforts are driving traffic to your website, then you have a fantastic opportunity to grow your business.

I always point out to new and established marketers that their website is a gold mine and optimizing it is the first step into converting their browsers into real leads.

You can start by asking your prospects to sign up to your newsletter, a guide, checklist or fill a form for a demo.

It’s essential to pay more attention to the design, forms, layout, and Calls-to-Action or the CTA, you will find this word repeatedly used in this post.

Blog Posts

Any serious business cannot ignore the positive impact of blogging, or if you prefer, producing content for their marketing impact.

Your blog is where you can build trust with your audience. As mentioned earlier in this post it’s important to optimize blog posts with a specific emphasis on Keyword Optimization.

Your prospective buyers will stumble on your blog when they search the web. Always have a clear CTA at the end of every blog post and tailor ones, where appropriate, to help with building your subscriber base.

An engaging blog has the potential to encourage your readers to explore more of your content and readers who see more of your content are more likely to trust you and in turn, convert to leads.


Social media is a powerful marketing platform, and its popularity is changing the way companies are doing business. By utilizing Facebook, your brand and content will be available where your audience is and thus create trust.

The approach used by all social media channels is similar. However, I will concentrate on Facebook since it is the market leader.

Facebook is an essential platform for all companies irrespective of their size and niche.

The daily active subscriber base surpasses the one billion mark. It has the potential to reach new prospects that traditional marketing methods could not afford to reach.

Creating groups or a community around your brand can build more trust and create brand advocates. Facebook is a great way to generate leads who might eventually convert to actual customers of your brand.

To make sure we are on the same line of thinking, let’s start by analyzing the types of leads that you can generate on this social media giant.

Just like I described earlier on, a lead is a potential buyer who shows some interest in your firm’s products and service by communicating to you in one way or the other.

A lead can show interest in several ways, for example, downloading a guide, an eBook, whitepaper, filling an online survey or requesting a consultation.

On Facebook, the leads can either be direct or indirect.

Direct Leads

In this approach, you can share your content and in it include a link that will lead visitors directly to your website. You can post content on your fan page, the feeds section, or any group if they allow it. Follow the group rules as not all groups allow you to post your link.

Indirect leads

In this approach, Facebook acts as a gateway to conversions. For instance, sharing a blog post with a CTA to a particular page on the footer of your page has the potential of using the original post you shared on Facebook to direct new visitors back to your website.

Most importantly, by crafting well-written posts, users are more likely to share your content with their friends, which in turn will drive more visitors back to your website. This will also help in building your Facebook presence and help you build a bigger following.

Now let me explain further how the posts on your Facebook page can generate leads from your company’s website.

A great way to generate leads from Facebook is by directing your prospects directly to a well-designed landing page on your website. This page should be focused on a specific CTA and should align with your advert or post that should also include a relevant image or post and be clear to avoid confusing readers.

Another approach is to post your blog posts that have the potential to generate leads to Facebook. If your audience is interested, they will more than likely read the Facebook post, and from here they will find a CTA which will bring them directly to your website.

Different media formats should be used and tested on Facebook and see which ones bring the best engagement and ROI.

It has been shown multiple times that video outperforms text and images. This doesn’t mean you have to produce expensive videos. You can put together an image slideshow and record it as a video. These are quite effective, and Facebook offers this functionality within the platform, so I encourage you to try this out.

To get the most out of Facebook, you really need to be using paid media. This way you will reach a far bigger audience with your message. It’s worth noting that when promoting content on Facebook you’ll often gain likes, comments and shares and this can really expand your reach for your marketing campaigns. Facebook really likes to see user engagement and will reward the advertiser by showing the ad to more people.


There are many ways to generate leads in digital marketing.

Every company has different objectives, goals and budgets. You may choose to pay for traffic from Google or Facebook or rely on SEO to generate leads.

There are hundreds of different platforms and ways to drive visitors to your website, these are continually changing and updating as technology advances.

However, the same basic principles apply, whichever method you choose. That has a clear message that offers to help someone solve a problem or satisfy a need and then have a clear, aligned, well-designed landing page and a way that they can take action to solve their problem or need.


‘The Essential Lead Generation Funnel Checklist’ is a simple to follow framework that ensures you haven’t missed a step when building and launching your magic on the world.

Karl Freeman

Karl Freeman

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