Marketing is no longer just about being found. Nowadays, it’s also about finding the right people who might be interested in what a business can offer. No matter what service or commodity a business is trying to sell, not everyone has the buying intent or capacity to avail their offer.

Lead generation is a facet of digital marketing that aims to make online marketing easier by finding the right people who might be interested in a business’ service or product. Instead of having to invest in online advertisements in the hopes of getting found by customers, however, it finds potential customers and places them in a marketing funnel. The goal is not only to increase sales but to also create a strong pool of loyal followers.

How does lead generation change marketing from businesses being a quest to be found to becoming the practice of finding the right people? 

As defined by Hubspot, a lead is “a person who has indicated interest in your company's product or service in some way, shape, or form”. They are, in short, the people who are aware about your company or the services you offer and are thus likely to purchase or avail what you have to offer.

In lead generation, acquiring good leads holds more importance than finding dozens of them. At the end of the day, the goal of lead generation is to find the people who could potentially become loyal customers of the brand. There is no point in trying to get in touch with people who will read your first email only to send the next ones straight to the trash.

Lead generation allows business owners to reach potential customers in specific locations. Having location as part of the criterion when searching for leads makes the practice a great method for local businesses to reach prospective customers.

  

Lead generation will not call you in the middle of the night asking if you’d like to avail the latest tablet released by X brand in exchange of a top-up fee. Lead generation will appear in your timeline while you stalk your office crush. In short, lead generation will not disturb you form your daily routine. It is one that you can check on from time to time.

Lead generation service provider allows you to find the right people instead of waiting for them to find you. It’s one take on marketing that is less about waiting to get noticed; it is more about devising a strategic scheme that will allow you to create good relationship with your customers and eventually get them to avail your service.