Lead Generation Strategy

Lead generation is the process of attracting potential customers into your buyer journey

What is a Lead Generation and Lead Nurturing Strategy?

Lead generation and lead nurturing is defined as attracting visitors into your buyer pipeline through marketing activities to convert them into leads, for example, your social media strategy and blogs. These leads are then nurtured to convert them into customers through activities aimed at closing the sale, for examples, website landing pages, emails or events.

Franchise Development Lead Generation and Lead Nurturing

As a franchisor/franchisee you will need a lead generation strategy to attract visitors and convert them into customers and advocates of your product or service. 

The key elements of a lead generation strategy offered to our clients are set out below.

We can work with you to define your ideal client profile, agree your targets and develop a lead generation and nurturing strategy consistent with these. 

Situational Analysis

For the simple reason that lead generation and lead nurturing is linked with your marketing strategy. A complete understanding of your business and its objectives needs to be developed. 

Accordingly, the strategic direction for any lead generation decisions must be underpinned by a comprehensive analysis of your business, the market, competition and the environment in which you operate.

This includes a review of your social media, which is an important tool in lead generation which requires compelling content to engage target audiences.  

Your website is also likely to be significant in attracting prospects by providing valuable content and using strong calls to action to generate enquiries. 

Content is the bedrock of a lead generation strategy. We can help you with each stage of this process.

Attracting Visitors

Attracting visitors to your brand requires content that will introduce who you are, what you do and the value you can offer. 

Converting Leads

At the conversion stage, having engaged with your social media posts, visited your website and read your blogs your visitor becomes a lead.

Your leads are interested in what you have to your offer and will want to know more about the benefits of doing business with you. 

Your content may be centred on your website, landing pages or testimonials that explain your brand and its benefits, as well as email marketing and webinars that will help convince them further.


At the closing stage your lead is keen. They like your messages and what you have to offer. 

At this stage, your content needs to focus on understanding your audience and offering them exactly what they are looking for.  

Recruiting Advocates

Having turned a visitor into a customer you will need to keep them engaged and wanting to come back for more. 

Lead generation Marketing

Having got your content right you should be in a position to win more customers. Lead generation marketing focuses on capturing leads, creating lead magnets, landing page conversion and lead scoring.

Lead capture is the process of pointing potential prospects in the right direction so they gain information about what you offer.

Lead magnet relates to offering a chunk of value to a prospect in exchange for their contact information.

Landing page conversion assists in optimising the number of visitors into customers. 

Lead scoring enables you to prioritise leads based on specific criteria that will determine how likely the lead is to purchase.

Management and Control

The existence of a control process will identify where your business stands in relation to a future position. Progress towards your overall business objective can be observed, measured and redirected if any gaps appear in your actual and desired position. 

Identifying the key success factors that reflect your businesses most important objectives will provide a basis for establishing appropriate performance measures, determining the allocation of resources. 

Performance measures may include: website visitors, leads per month, volume of traffic via relevant sources, for example, seo, social media, email.

Other Marketing Strategy Services Offered Include:

Any of the above strategies can be used in franchise development.

Everything we do is backed by research

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