302 Digital Marketing - Lead Generation
THE LEAD GENERATION PROCESS
THE OFFER
Advertise a Compelling Offer
It’s the hook that grabs your ideal customer by the collar and says, “Hey, this is exactly what you need right now.”
Without a strong offer, even the best-looking ad or most optimized landing page will fall flat. Your offer is what turns passive scrollers into curious clickers, and eventually, loyal buyers.
Today’s buyers are bombarded with noise. A compelling offer cuts through that noise by being:
Relevant to the audience’s immediate needs or desires
Valuable enough to exchange their email or phone number for it
Urgent enough to act on now, not later.
REAL-WORLD EXAMPLE
OFFER
“Free 3-Day Clean Eating Meal Plan + Grocery List (No Email Required!)”
Busy professionals aged 28–45 who are health-conscious but struggle with meal planning and consistent healthy eating.
TARGET AUDIENCE
Busy professionals aged 28–45 who are health-conscious but struggle with meal planning and consistent healthy eating.
WHY IT WORKS
This audience values convenience, efficiency, and results—but they’re also skeptical of gimmicks. Offering a free, no-email-needed guide removes the barrier of giving away their contact info up front. It builds trust fast. The bonus grocery list simplifies their next shopping trip, making it a “done-for-you” solution they’ll actually use.
Once they download the freebie, they’re retargeted with ads that invite them to a 7-day paid meal prep challenge ($29) or a monthly subscription service. At that point, they’re warmed up and primed to convert.
ESTIMATED RESULTS
10,000 ad views1,800 downloads (18% CTR)400 sign-ups to the paid challenge (22% conversion from download)120 customers subscribe to the full program (30% of challengers)
This offer didn’t just generate leads—it created a buying journey. That’s the power of a compelling offer done right.
CAPTURE
Capture - interested parties' contact info
Visuals That Speak Louder Than Words
Capturing a lead is getting someone’s contact info—usually their name, email, maybe a phone number. It’s the digital equivalent of someone raising their hand and saying, “Hey, I’m interested.”
This usually happens through a form on your website, a sign-up page, or even a quick chat window. The key? Offering something valuable in return—like a free guide, demo, or discount. You give them a reason to share their info, and in exchange, you get the chance to start a conversation.
No pressure. No pushiness. Just a first step toward turning a curious visitor into a potential customer.
Customer Relationship Management
Store it in a CRM
What is a CRM and why do I need one?
A CRM (Customer Relationship Management system) is like your business's personal assistant—it keeps track of your contacts, conversations, follow-ups, and sales all in one tidy place. Instead of sticky notes, spreadsheets, or forgotten emails, everything you need is organized and easy to find. Why do you need one? Because juggling leads and customers in your head (or inbox) isn’t scalable. A CRM helps you stay on top of your game, close more deals, and keep your business looking sharp—without the chaos.
FOLLOW-UP
Follow-up (Personal or Automations)
The Power of a Well-Designed Follow-up
You follow up—quickly and intentionally.
Once someone fills out your form, that’s your cue to reach out while you’re still fresh in their mind. Whether it’s an automated email, a personal message, or a quick phone call, the goal is to keep the momentum going.
You’re not selling right away—you’re starting a conversation, building trust, and showing them they’re not just another name in your system.
Timely. Thoughtful. On their radar (without being on their nerves).
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