Lead generation is the entire set of actions aimed at attracting those who may become your customers. It’s not just advertising, but building a channel through which potential buyers “connect” with you.
Channels and methods of attraction:
Media advertising channels: TV, radio, print publications — wide reach, but can be costly.
Outdoor advertising: banners, billboards, posters — strong visual impact, especially in large cities or busy areas.
Printed materials: flyers, business cards, branded souvenirs — help maintain contact and remind customers of your brand.
Events and promotions: participation in exhibitions, webinars, organizing promotions — allow direct interaction with potential clients.
Online channels: search ads, social media ads, email marketing, targeting, retargeting — modern and highly effective methods.
What to consider in lead generation:
Market and competitor analysis — understand who is already operating in your field, their strengths and weaknesses.
Target audience segmentation — identify your customer: demographics, needs, purchasing location, decision-making process, etc.
Calculating the cost per potential lead — helps plan the budget and choose effective channels.
Testing and validating hypotheses — different variations of ad messages, formats, and channels help determine what works.