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The CEO's Guide to Lead Generation

December 19, 2015 // By: Meghan Garrity

Before the internet, companies relied on push marketing to generate business and brand awareness. But then the digital revolution came along and turned those traditional techniques on their head, resulting in a more sophisticated and market-savvy consumer base than ever before.

Today, shoppers are more empowered to seek out businesses they’re interested in rather than vice versa. Cold calls, radio advertisements, and television commercials don’t reach the same audience they once did, which means marketers must find new, innovative ways to attract and retain a customer base.

As a CEO navigating the ever-changing sphere of digital marketing, you’re probably wondering how to leverage meaningful, strategic content that builds demand for your product, and how to do so in a cost-effective manner. After all, you want to use the right content for the right audience, but you still have a bottom line you have to meet. That’s where lead generation can help your business.

What Is Lead Generation?

Lead generation attracts prospective clients with enticing brand messages, allowing consumers to engage with your business per their own interests. Using the right combination of useful, compelling web content, lead generation warms potential customers to your product or service, increasing the likelihood that they’ll buy from you in the future.

Not only does lead generation put an end to annoying cold calls. It also builds long-term relationships with your customers and provides an opportunity for them to gather information about your clientele. It’s a win-win situation for you and the consumer, as it opens a natural line of communication and paves the way for future transactions.

How Can I Start Generating Leads?

To generate leads on your website, start by collecting information about your potential buyers. Free coupons, ebooks, or educational webinars are great opportunities to attract traffic to your website and determine what your prospective clients are looking for from your business.

Each offer requires its own calls to action, a message, button, or picture that tells your website visitors what to do next. Most calls to actions navigate to a landing page or a website with a specific offer your visitors find valuable. It could redirect to a free ebook download or a product description page depending on what you’re trying to promote in the shopping process.

Once you’re finished constructing a call to action, post it on social media, your company blog, or whatever promotional channels are at your disposal and start generating leads!

Can Lead Generation Help My Bottom Line?

Lead generation is transparent, cost-efficient, and effective. In fact, companies that generate 60% of their leads online are twice as profitable as those generating less than 20% of their leads online, according to the Hinge Research Institute.

That’s great news if your business isn’t already leveraging web content to its fullest potential, as it provides an opportunity to increase your company’s demand and your brand awareness. With the right combination of web content, your business is just a few clicks away from a whole new audience and a whole lot of profit.

Would you like to learn more? Check out our webinar Creating Content That Converts!

All the best,


—Meghan Garrity is an Inbound Marketing Copywriter at Stream Companies, a full-service Philadelphia-area advertising agency.automotive-digital-merchandising-webinar-replay

Topics: Digital Marketing, client relationships, Inbound Marketing, lead generation