Lead Generation Foundations

You can’t build a business without loyal customers. Lead generation is the proven way to grow your customer base and your business, year after year. This course teaches business owners and marketers the essentials of lead generation: identifying qualified leads and converting them into loyal customers who advocate for your brand. Instructor Dina Shapiro explains the framework for identifying your business and lead generation objectives and your target audience and discusses how to engage and entice prospects with effective branding and content. Then learn how to develop a compelling offer and call to action that moves prospects seamlessly through the acquisition process. To transform those leads into customers, Dina explains how to score and nurture leads and optimize the purchase experience, so customers are encouraged to buy. Finally, Dina explains how you can measure the performance of your lead-gen pipeline and how to adapt your efforts to best optimize their reach.

What you'll learn:

• Setting business and lead generation objectives
• Targeting your audience
• Publishing regular and relevant content
• Creating a compelling offer and CTA
• Designing a signup form and landing page
• Scoring leads
• Nurturing leads
• Creating a positive purchase experience
• Exceeding customer expectations
• Improving customer loyalty and advocacy
• Measuring and optimising performance