Who thought that a social media platform just for entertainment would become a leading platform for online advertising as well. But today the Facebook Ads have given a plethora of opportunities to a lot of business owners. Also Facebook ads and campaigns are a great way to build a strong database of people who are interested in what you offer because the targeting options of Facebook Ads are beyond exception. Lead generation is the process of bringing visitors to a page or a website to generate interest in products or services. You may also bring them there to develop an interest in the content of that particular page for lead nurturing, which leads us to conversions. Conversions are when someone follows your ad and completes a goal such as purchasing, signing up, or joining some aspect of your business. 

Lead generation is a term in marketing that refers to the process of attracting consumer attention to a product or service offered by a business. The term ‘lead’ is used to describe a person who has some potential in becoming a prospective client and their contact information which may or may not include the person’s relevant demographic information. This individual usually shows interest and also provides his/her information to the business. A lead generation campaign involves using a strategy-centric approach involving a particular media to create inbound leads by stimulating and capturing interest in the product or service.  

The primary step in a lead-generation campaign is to determine the scope and objectives of the campaign. It involves planning to find answers to questions such as:

1. Who is the target audience?

2. How do you reach your intended target audience?

3. What is the specific number of leads that could be generated from the campaign?

4. How will you evaluate the lead-generation effort?

5. What is the acceptable rate of success in terms of lead generation?

6. How much conversion is possible from developing a lead to actual sales?

7. How to optimize this rate of conversion?

8. How will you follow up with a lead to sustain the initial interest?

9. What is the best medium to reach potential leads?

The next step involves the various processes required to plan the content of the campaign, to develop an attractive offer for the target audience, and to design an effective communications strategy that is best for the effort.

The final step involves methods to effectively promote the campaign, evaluate the success rate, and the reach of the campaign. It also involves the nurturing of the developed leads so that there is sustained interest and continuous communication with the business in terms of follow up to the initial campaign.