What Is Lead Generation?
For many companies acquiring leads is the most important activity leading to sales
Lead Generation is a process of acquiring interest from potential customers or clinets in order of converting them into sales.
A lead is someone who is showing interest in company’s offering.
Lead generation used to be a simple and very broad (meaning not targeted) activity of purchasing lists or databases of potential customers or clients and in this sense it was more a lead collection or lead purchasing than lead generation activity. Advancements of technologies and shift towards AI based systems allowed for better qualification of potentials based on specific criteria. Furthermore, the arrival of privacy legislations, such as GDPR in Europe, made it impossible, or at least illegal, to purchase databases of potentials without their explicit consent.
Hence the need for properly designed and monitored campaigns tailored to specific needs.
Facebook Lead Generation Facts
2.91B
Number of Facebook monthly active users
36.8%
of world’s population use Facebook monthly
1B
Facebook stories posted every day
19.6
Number of hours spend on average on Facebook per user
32%
of Facebook users engage with brands regularly
28.3%
is an average global Facebook page engagement
50%
of Facebook users access the platform more than once a day
87%
of Facebook Page engagements happens on posts with photos
PPC Lead Generation
Pay-Per-Click Lead Campaigns are probably the most popular types of campaigns acquiring leads for businesses. They usually utilise landing pages with clearly stated call to action designed to increase conversion rates. Conversion in this context means performing of desired action by a visitor to the website.
Typical conversion actions:
- Phone call
- Lead submission call
- Newsletter subscription
- Download of a file
Landing page traffic can be acquired organically or, most commonly, through PPC campaigns. Paid (PPC) campaign utilise Google and/or Bing search engines for delivery of advertisement with high CTR (clickthrough rate).
Leads In Digital Age
91%
of marketers say lead acquisition is their most important goal
53%
of marketers spend half of their budget on lead generation
50%
of marketers use phone calls as their conversion action
84%
of marketers generate leads through form submissions
Facebook Lead Generation
Facebook is the biggest social media platform out there and social media users are amongst the most engaged potential customers a business can find.
At the same time, Facebook advertising is notorious for its low quality. This is because leads acquired from social media are rarely qualified properly. Social media platforms are great for quantity but what a business needs is quality of leads that comes from proper design, qualification and monitoring of campaigns