What is a lead generator?

In the context of digital marketing, a lead generator is a tool or piece of content that drives leads to your business. A lead generator doesn’t always have to drive action — it can also drive interest or inquiry in your product. Some examples of things used as lead generators are blogs, digital ads and calls to action.

The most valuable lead generator is one that gives you a deliverable, like an email address or phone number. Once you have this information, you can use it to get qualified leads that help grow your business. The best way to do this is to give people something valuable in return for their information — a small discount or useful insights can go a long way in attracting loyal customers. By providing something valuable, you’re making it worthwhile for your customers to provide their information.

It’s important to find the balance with lead generators — you don’t want to push too hard. Be sure to think through the user experience. If your lead generator comes in the form of a pop-up, consider having it show up after someone visits a certain number of pages on your website instead of having it show up every time they visit a page.

Don’t abuse contact information once you have it — bombarding someone’s email several times a week may lead them to unsubscribe. But don’t let this scare you — lead generators can be a useful tool in growing your business as long as you find the right balance for you and your customers.

About Carrie

Carrie Rollwagen is host of the Localist podcast and cofounder of Church Street Coffee & Books. Currently, she works as Vice President of Strategic Planning at Infomedia, a web development company in Birmingham, Alabama. Find the Localist at @thinklocalist on Instagram and follow Carrie at @crollwagen.

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