5 Steps to create a simple lead generation campaign

Creating a campaign to generate new leads does not have to be a long and tiresome process. Generating new leads can be simplified into five steps that if executed correctly, can produce just as many leads as some of the most complicated campaigns. So let’s look at how you can implement these 5 steps and start generating leads right away.


Create an informative and helpful resource

When it comes to generating leads, you need to provide some sort of value to the person who is giving you their personal information. This is where the inbound methodology comes into play. You provide a free and informative resource, and in return you get some basic contact details about a person so that you can begin nurturing them as a lead and to decide if they are a good fit for your product or service.

You don’t have to spend hours creating a resource for your leads to download, simply offer enough value that warrants a conversion. Leverage your expertise and past projects and think about what small tips and tricks you can offer that will genuinely help the person who downloads it? 

Offering up some of your knowledge creates a sense of trust, reliability and validity to your business. This will make your leads more likely to engage with your other content and keep you top of mind when a certain need arises for them. 

Some examples of the type of content you could create are:

  1. Top 5 tips to presenting a better webinar
  2. Our favorite trick when it comes to selling on the phone
  3. Should you be marketing on TikTok?
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Create an ad for your resource

Once you have a resource, you now need a way of advertising it. When we say create an ad for your resource, this doesn’t necessarily mean that it has to be a paid advertisement. This could be as simple as a post on your company LinkedIn page, a tweet, and even a simple CTA (call to action) on your latest blog post.

The key here is to quickly communicate exactly what you are offering in a matter of seconds. Your call to action needs to be clear and informative, and your ad needs to create a sense of value for your resource. 

If you’re looking for some guidance on how to create a high converting CTA, have a look at one of our other ESM Inbound Library resources:  3 Steps to better performing CTAs

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Create an attractive and simple landing page

In order to generate a new lead, you will need to acquire that person’s basic contact information such as name and email address. To do this, we can gate the free resource you are offering by means of a short form. This form can ask the basic information you need when looking at your leads, and once completed can send the contact to a place where they can download the resource.

When it comes to creating a successful landing page we recommend keeping it short, simple, and clear. For a more in-depth explanation on how to create a landing page that converts, you can read our resource on How to build a landing page that converts (5 useful tips) 

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Create a thank you page

Once you have created your landing page with a form to gate your content, you then need a place to send these new leads to so that they can download your resource and so that you can track what they are doing. 

Creating a thank you page does not need to be complicated. Simply, it will just require a “thank you for downloading” message, as well as a CTA to download that resource.

Having this thank you page will not only make your leads’ conversion journey more seamless, but it will also allow you to track the page view and the click on the CTA. This can be used for conversion goals on paid ads, giving you a much better look at your data.

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Follow up email

Finally we have the follow up email. This email can be sent automatically after someone has downloaded your resource, or it can be sent manually by someone on your team.

The reason for this email is that it gives you the ability to offer additional content to your new lead as well as offer a sales call or to book a meeting. This type of email can keep your leads engaged, as well as help you in qualifying them further based on the content they are interested in.