Lead Generation: How It Works & Why You Need It

If you want to have a successful business that operates outside of your local town, marketing tools are a necessity. Building a website, managing social media accounts, advertising with billboards, and email campaigning isn’t enough anymore. Nowadays, you need someone who can maintain these marketing tactics in addition to running the day-to-day operations of the business itself. Managing them includes tracking their progress, constantly updating them to push things that are working and eliminate things that are not. It becomes a full-time job after a while, and for that reason, many companies are looking to advertising agencies to get the job done. Companies like Intensify, a Los Angeles advertising agency, specialize in all of your online marketing needs and even follow up with reports on how well their techniques are serving you. One of their most successful services is lead generation.

Lead generation is the process of attracting and then converting people who were not potential clients, into potential clients or customers. Today, a major part of a lead generation is a company’s online presence. A successful Internet presence involves more than just a flashy website. For that reason, hiring an advertising agency is the most effective tactic.

To reach targets that are looking for a product that you sell or a service that you provide, these agencies will boost your presence through things like social media marketing and management, retargeting, influencer advertising, display advertising, search engine optimization, and search engine marketing. Below are brief explanations of what each of these means.

Search engine marketing:

When Internet users search for a service or product relevant to your business, your company site will be included near the top of the results. This makes people who are looking for a product or service that you offer, more likely to click on your site and use your company. To get your ads or site at the top of the results page, you have to bid for the top positions.


If you’ve ever noticed how you visited a site once and then later on in the day you see an ad on your screen of the site that you had visited earlier, you’ve experienced retargeting. The process basically re-advertises to people who have already viewed your site. This is helpful because even though you’ve gotten a customer to consider you, more often than not, they don’t buy something the first time around. Retargeting essentially reminds them to buy from you.

Display advertising:

Display advertising is exactly what it sounds like. Agencies create visually appealing content to display all overpopulated sites like Facebook. Usually, display advertising is used for companies that sell a visual product. Gyms might utilize pictures of fit members, restaurants could use mouth-watering food as their appeal, and real estate firms could use a gorgeous house with beautiful landscaping.

Social media:

Social media is an important part of a company’s online presence because aside from making the content that gets posted on the accounts; making the account itself is free and easy to set up. Social media is a great way to engage with customers and consider the feedback they leave for you. It’s also a great platform for lead generation because of the millions of users out there that can potentially see your page.

Influencer marketing:

This method advertises products to consumers through people or celebrities that have a large following on their own personal social media accounts. The idea is that if someone that many followers look up to promotes a product, those that trust and love that person will jump on board.

Search engine optimization:

This is tricky business if you aren’t exactly sure how the web works. Search engine optimization or SEO is the process of increasing the number of visitors to a website by heightening its ranking on the search engine result list.

Lead generation can happen in many different ways, but by combining all of the above efforts, you maximize your company’s potential of grabbing hold of many new customers.