The lead generation process is a series of steps through which you attract leads via marketing and present them with a call to action (CTA). The process can be broken down into these three steps:
Create and market content. Your website, social media pages, blog posts and other original content all have the same goal: attracting new customers. The lead generation process always starts with content marketing.
Include a CTA. Any content that you market should end with a CTA that encourages the reader to take an action. This action is often claiming an offer, whether it's a discount or a piece of free content, such as a white paper.
Link your CTA to a landing page. Your CTA should direct readers to a landing page where visitors can provide their information and, in return, receive the offer you're providing. This page contains your lead capture form, which your leads will complete to receive your offer.
Key takeaway: Your lead generation process uses specific content marketing pieces that contain compelling calls to action that direct your reader to a lead capture form.
