Lead Generation: how to get started, 10 lures to capture contacts and more awesome tips

Inbound Marketing

Check out the types of lead generation baits that work very well and that you can replicate in your company, taking the first steps

Lead Generation is the beginning of the Inbound Marketing strategy, with traffic generation tactics to attract visitors and educational materials to convert those visitors into Leads. Thus, using techniques such as Marketing Automation, these Leads are managed and nurtured to turn them into customers.

The main objective of Digital Marketing is to generate demand for your company’s products and services. In other words, attract business opportunities through its online channels. However, for this to happen it is not enough just to have a website.

A mistake that many companies make is working only with a contact form on the page, when there are many other opportunities to convert your visitor into Lead and strengthen the relationship. Some may even be among the contents your company already has.

Here at Resultados Digitais we have already created hundreds of educational content in the most diverse formats, and BlueWorld City also learn a lot by guiding our clients. Today’s post will seek to condense all this learning, showing how to get started, giving suggestions for lead generation baits and much more!

Lead Generation: how to take the first steps and boost your business

How do you evaluate the results generated in your Inbound Marketing strategies? It is common for companies to adopt inbound strategies without focusing on results. They perform several actions, such as blog content production and paid media advertisements, but they cannot measure the results or create a consistent relationship with their potential customers.

But why does this happen? One of the reasons is the production of content without lead generation. As much as the content is relevant and of quality, without generating leads you will not be able to evolve in your sales funnel and will have difficulties in measuring the results. After attracting visitors to your website or blog, you need to know who these people are, what their interests are, and whether they qualify as an opportunity for your business.

Understand the importance of lead generation

A Lead is generated when someone provides their contact information (name, email, phone, etc.) in exchange for an offer of value that you make on your website or blog. This value offering should be content rich, something unique, like an eBook, guide, template, spreadsheet, checklist, trial, or even a free diagnosis.

With Lead generation you can gauge the interest of your visitors in your offers and still understand how your conversion is going. If you have a good conversion rate, your content is attractive to your persona. Knowing the Lead’s purchase stage is also an important factor. It is common for companies to think only of Leads that are ready to purchase a product or hire a service.

However, thinking this way you will be wasting a large chunk of Leads in a learning and considering stage, which are not yet ready for your offer. Therefore, it is necessary to think about the Buying Journey.

Define your persona

The first step for anyone who wants to start an Inbound Marketing strategy is to define who their persona is. After all, how can you communicate properly if you don’t know who you’re talking to?

A persona is a fictional representation of your ideal client. It is based on real data about your customers’ behavior and demographics, as well as a creation of their personal stories, motivations, goals, challenges and concerns.

A big mistake is using the same language for different audiences. The more personalized your communication, the better the result. There must be identification of your persona with the content offered. In addition to having knowledge about personal characteristics (age, gender, preferences, etc.), understanding your persona’s pain/need is one of the most important points.

Creating rich materials focuses on relieving a pain or filling a need. Therefore, try to understand your persona well so that your content is as specific and personalized as possible. What about the number of personas? Can a company have more than one? Yes, your company is likely to have more than one persona. Therefore, understanding and knowing each one of them will be essential to identify opportunities for your business.

Produce Rich Lead Generation Materials

It is possible to find many contents available in a simple Google search, mainly in blog posts format. Therefore, for your content to catch your persona’s attention it needs to be unique.

Rich materials act as bait, so they should feature relevant content and pique the persona’s interest in providing contact information.

Contrary to what many people think, rich material can be produced based on your knowledge of the business. Or even by adapting some content you have that is interesting to your audience.


Use Landing Pages, Pop-ups and Forms

Your persona needs to have access to the rich material you’ve created. To do this, use tools that allow your distribution to generate Leads. The most common options that can help with this step are:

Landing Pages

Landing Pages are capture pages that help in the lead generation process. They are fundamental, as they have a simple structure and a defined objective. Using a Marketing Automation tool, such as RD Station Marketing, you can quickly create a Landing Page.

In it, you will usually have a main call, a description of the rich material you are offering, a form with the necessary fields for Lead generation (name, email and other custom fields) and a Call-to-Action (CTA), which is an action button for sending the information. The material offered and the structure of the Landing Page are decisive for obtaining a good conversion rate.


pop-up is a window that opens in your browser when you access a particular page. The most efficient types are as follows:

Pop-up form: is displayed on your website centrally when the visitor tries to leave the page. It’s great for retrieving visitors who’ve already decided to close the page;

CTA popup: appears in the corner of the screen when your visitors scroll 50% of the page. It has two main goals: to promote its Landing Pages and to advance its visitors on the Shopping Journey.


Forms are also an excellent alternative for Lead generation and can be inserted directly into your website pages. They are ideal for cases where the form must be part of an existing page (such as a blog post) or should take up little space on the site (such as a newsletter form).

Define a promotion strategy

Landing Page created, now what? It’s time to promote it to reach your persona and generate the first Leads. Before making any decisions about how to promote your Landing Page, understand the behavior of your site’s traffic sources.

If you have little traffic on your site and need results in the short term, it will be interesting to opt for paid media (Facebook AdsGoogle Ads or LinkedIn Ads), which can bring a greater volume of visitors. Now, if you already have good traffic, in addition to using paid media and social networks in promotion, you can choose to use pop-ups and forms to generate Leads from the organic traffic you receive.

Count on RD Station Marketing for Lead Generation

The RD Station Marketing, our software all-in-one marketing automation can help your company maximize the generation of Leads. With the tool, which is the leader in Latin America, you will easily create campaigns that work, with fully customizable Landing Pages, pop-ups, forms and emails. In this way, you create personalized journeys, generating sales at scale.

Furthermore, with an all-in-one tool, your Digital Marketing operation is much more productive. Lead generation features are joined by social media post scheduling, Facebook ad manager – ideal for remarketing strategies – and keyword dashboard by SEMrush. Plus there’s Lead segmentation, analytics and much more!

10 types of excellent lures for lead generation

Below, we’ve separated 10 types of lead generation baits that work in practice. These are rich materials that we use here at RD and that we encourage our customers to produce. Check the list and see what makes the most sense for your business.

1. Lead Generation with eBooks

eBooks are one of the most classic offers for Lead generation, being the type of rich content that we use the most here at Resultados Digitais. It’s a format that worked and continues to work very well and in all we’ve published more than 100.

The advantage of the eBook is that it allows you to delve into a certain subject and explore it at a level that you probably wouldn’t do in a blog post, for example. To produce it, one strategy we have been using is to plan the content of the eBook and break it down into several posts and then put them together and diagram it in the material format.

An eBook is also a good content to co-market with another company, as this way the efforts are divided and it is possible to write even more complete and in-depth content.

2. Webinars

Webinar is also a popular format for content production and lead generation. Through the use of voice and image, webinars end up having a more personal touch that brings the potential client closer to the company.

The interesting thing is that the webinar has a relatively low cost, since only with a computer, a webcam and a microphone it is possible to make a recording. It is worth remembering, of course, that production counts a lot to convey a better image of the company, but keeping it simple doesn’t make it less effective.

Another important point is that the webinar can be recorded or live. In the case of being live, there is the advantage that, as you make a commitment to hold this webinar, you will have to be on the scheduled day and time, which avoids procrastination and, if you choose to record, it will continue to generate Leads throughout the time.

3. Templates

Templates are basically ready-made templates to be used in any context, such as spreadsheets, presentations or anything that makes a certain job easier . Some examples that we created and brought great results were the content calendar , the Marketing Automation spreadsheet and the eBook templates , made in partnership with SOAP.

Templates work very well to generate quality Leads because of their extremely practical appeal. Therefore, this type of material needs to be self-explanatory or have an instructional content. Most companies build a series of templates for their own internal processes and forget that their potential customers may have the same needs.

By sharing creative ideas that you use to improve your daily life, you gain authority by helping other companies and can still generate many Leads.

4. Tools

The tools go beyond templates and help your potential customers to solve more complex problems that only a template could not. It can either be a part of your own solution or something totally new. In case they are a part of your solution, the tools also play an important role in advancing the Lead in the purchasing process, as they give you a “taste” of how the job would be better with the complete solution.

A good example of a tool is our Professional Email Signature Generator . With it, we help our Leads in a practical way to solve a pain and, in exchange, we conquer their contacts to develop a relationship…

To build tools you will usually need a programmer, so it is a more feasible option for tech companies. On the other hand, it’s quite difficult to copy tools and so, regardless of your industry, it can be a very good way to differentiate yourself.

5. Whitepaper

Whitepaper is an underused format. It’s not as deep as an eBook – so it’s produced with less effort – and it’s enough for people to agree to exchange their contact for the content in question. Think of whitepapers as longer posts. Long and dense enough to be worth not blogging, but small enough to be called eBooks.

It’s worth mentioning that if your company invests in Google AdWords and today only has direct conversion offers (such as a quote request, contact, etc.), creating a whitepaper and driving some traffic there is probably the fastest action you can do to increase lead generation while maintaining the same investment.

At the beginning of our Content Marketing strategy , we created some whitepapers for Lead generation. The strategy worked very well, however, as time went by, we saw the need to improve the content and the whitepapers were all transformed into eBooks.

6. Research and studies

Surveys and studies are also very widespread and common formats in certain markets. For a long time, we are used to seeing them in magazines and other media, but we know that this type of publication is not always viable and often does not explore the potential that this material has.

In the context of Digital Marketing everything is considerably easier, and any company can do a research on a certain subject and publish it. An example of research that has been published recently is Panorama PMEs: the impacts of Covid-19 and steps towards recovery .

7. Infographics

Infographics are great materials to generate value for your audience. They are visual representations of your content, mixing text and image, which makes this type of content very dynamic.

It may seem difficult at first, but creating an infographic these days no longer requires a high technical level and you can even do it for free with the help of some tools, just have the right information and some design notions.

Many companies create infographics and make them available for free on the blog. This type of promotion is also valid, especially if you put code at the end of the post for other blogs to share the infographic and generate backlinks to your site.

However, an infographic can also be a very efficient strategy for generating Leads. Here at Resultados Digitais we already use infographics of these two forms, both for blogposts and for lead generation.

8. Content series

Have you thought about creating a series of content and concentrating everything on a Landing Page? This is a great way to generate Leads as offers of this type are quite rich. At Digital Results, we’ve already explored this format a few times. Basically, in two ways: videos and email courses.

Series of videos

It is no longer news that videos are formats that are increasingly easier to be produced and that they usually achieve great results. What a lot of people don’t know is that videos are great content for lead generation. Producing video content today is not just about uploading a file to YouTube or Facebook. You can take advantage of audiovisual to create rich content, such as a series of videos, for example.

It’s true that sharing videos directly across platforms can generate far greater reach than promoting them through a Landing Page. However, the opposite can generate many more business opportunities for your company.

Remember that it all depends on the format. A short video is probably not rich enough material for you to promote it via a Landing Page, in which case it’s better to go directly to platforms. On the other hand, a denser video class, a longer interview or a series with several videos on a certain subject can be gathered in a rich material and used as baits for Lead generation.

Courses by email

This is another very rich content format, both for Leads and for the company itself. For Leads it is very useful, as they will receive content in an order that facilitates learning. For the company it is interesting because it is possible to analyze how the engagement of Leads is, which ones are being nurtured and which ones are giving up along the way.

Creating courses via email is a relatively simple task. The main thing is to create all the content and plan a logical sequence that makes sense to the persona. Once that’s done, just create an Email Marketing automation flow so that Leads receive emails in that order.

9. Quiz

Quiz is a format that generates a lot of engagement with Leads. It’s relatively easy to do if you use the right tool, and depending on how it’s formatted, it can deliver a lot of value in the end.

It is worth mentioning that this type of content tends to have a high potential for virality, when the quiz instigates the user to share their result.

10. Kits

Kits are formats that, in our tests, had a very good acceptance. We have already made two types of kits here at Digital Results:

  • Collection of different materials on a subject or for a specific audience/segment;
  • Two materials in different formats on the same subject.

Regarding the first one, it is about taking materials that already exist and that have already been released on other occasions and putting them together in a “kit on a given topic” or “kit on such a topic for beginners/decision makers/entrepreneurs”.

There are several possible combinations and the most interesting is that it has a low production cost. As the materials are already ready, it will only be necessary to prepare the launch, making the Landing Page, Thank You Page, email, images etc.

In the second case, the idea is to produce two or more contents on a certain topic and release them together in a kit format. For example, in the A/B Test Kit, we produced an eBook on the topic and a tool (A/B Test Calculator) and released them together as a single material.


How to find content for lead generation among the materials your company already has

What a lot of people don’t know is that the Content Marketing strategy for Lead generation can be started and tested with materials already available in the company. After all, virtually every organization has interesting and exclusive content that, most of the time, is stored on employees’ computers. They can be used to generate new Leads and, consequently, new customers.

The big dilemma, when we talk about externalizing internal content, is the fact that many managers believe that the material they have is unique and therefore should be kept secret. They forget that in a digital world, in which information is available to everyone free of charge, whoever comes out ahead with good content wins the merits as well as the audience and credibility.

In other words, it means that if your company doesn’t share what it knows, your customer will start looking for information on your competitor’s website. And it could even be a company smaller than you, but that is opening the game and becoming a reference on the subject on the web. For those of you who are in the process of finding this hidden content, here are some tips that could be the mine map that was missing from your search.

1. Find the right spreadsheets

Spreadsheet templates are great content to share and end up attracting a mostly qualified audience. That’s because right now, in some company, someone is racking their brains to put together a cost table, an activity schedule, a project checklist, or a process analysis, and this is where your table can serve as an efficient solution.

It is always important to understand that the material should relate to your type of work. If you work in a process improvement consultancy, for example, a very interesting material might be a process mapping worksheet. It should serve as a diagnosis for the client to reach the conclusion they need from you.

These spreadsheets are most often used in the company’s internal processes or even in the initial stages of interaction with the customer. They do not need and should not be shared in full. The best option is to use them only as the bait that will lead Leads to contact you to advance the purchase process.

2. That lecture/training that everyone liked

Do you know that last cycle of internal training in your company or that lecture you were invited to give at the trade association in your city and that everyone praised? This is great material to share! To deliver this content live, you needed to prepare, study, put together a script and define what would be passed on to the audience.

Most of the time, the content is already organized in the form of slides, supplementary materials or videos that supported your arguments during the presentation. All of this can be brought together and made available on a Landing Page.

In addition to attracting interesting traffic, you and your team end up showing that you dominate the topic and can become a reference in the subject, expanding your talk from an audience of 20 or 30 people to a much larger number.

If possible, ask 2 or 3 people who didn’t see your presentation to read the material and let you know what they understood. That way you can rest assured that your audience will also understand.

It is important to provide only materials related to your business. If you have a company that sells inventory management software, it doesn’t pay to pass on personal development training that has been given to your team. The materials should help your company to be a reference in the topic of your business.

3. A scientific material you made for that post or master’s degree

If you are specializing in your area of ​​expertise with a postgraduate course, you certainly end up producing a lot of interesting content during your studies. This content can also be interesting for those who buy your services. A lot of what you are working on in the academic environment can also be big news for your potential Lead and could be being put to better use.

If you’ve recently done a thesis or article related to your market or one of your products, it’s worth reviewing and finding what could be used to build the offer. Perhaps you have a complete presentation package with more explanatory material that can go much further than the classroom door.

Here the important thing is to take some of the “bureaucracy” and formalisms from the academic environment and make this content easier to digest.

4. Checklists and templates you use every day

Just as you can share a spreadsheet for internal use, the same can be done if you have a checklist or template. Here at RD, for example, we have checklists and templates for our entire Marketing operation – and in many cases we already share these materials with our audience. Nothing fairer than showing what you use so that customers have the same results as you, right?

5. Review everything and adjust the language

Remember that your company’s language probably has its own fads or very technical acronyms that would still not make sense to your Lead. So, don’t forget to review it with a critical eye to make sure it all makes sense to those downloading your content.

Online courses for lead generation

To generate Leads with online courses you need to follow some simple steps. Let’s talk about this from now on.

1. Create an online course

Creating an online course involves planning, a good EAD platform and quality content. With these elements integrated you can get great results in Lead generation. Creating online courses involves three steps:

  1. The pre-production involves from the brainstorming (or collection of ideas) to the start of production of the content. The completion of this phase is the definition of the scope, the platform on which the courses will be managed and the closing of the content to be produced;
  2. The production involves the creation of the courses themselves, from recording to reviewing the content and editing the video, which at the end will be ready to be consumed;
  3. The post-production involves the preparation for the launch of the content, the launch itself and the management of results in the EAD platform.

The first thing to think about is what you want to talk about. The ideal is to think about more specific, less generalized subjects that talk to each other. Choose what you are really able to teach that will add value to your brand, product or service. Once this is defined, research what is the market demand for this theme to validate it. Understanding the demand will help you to define the target audience, dissemination strategies, teaching format, etc.

Then create a script, separate topics for each video lesson and prepare activities for your audience. For post-editing, choose a tool with which you have an affinity and don’t forget to enter all the necessary information for your didactics to be complete.

Finally, you need to prepare to launch this course. You can work with open course launch (one in which enrollment is always open, that is, a person can take your course at any time) or closed (one that has a limited number of vacancies or works with a deadline of subscription).

In the case of using online courses for Lead generation, the ideal is to use the open launch, where the main focus is the dissemination, sending Email Marketing or Facebook posts talking about the topic you are teaching.

2. Prepare for data collection and interaction

That in Digital Marketing, the main Leads are captured through Landing Pages, you already know. Therefore, in the case of online courses, creating a digital page where people contact your company, register and receive information about the classes is essential.

This page must offer attractive content and also need to convey security to the visitor that the data they provide will not be misused, thus generating a high conversion rate (from visits to registrations). Also, don’t forget about CTAs to bring your content to the public’s attention.

To make an online course available for free, you can develop a more complex registration for data collection than for a webinar or eBook, as well as verification of this information (such as a verification link for email, for example) to provide access to the course, ensuring that the Lead provides correct data.

An advantage of online courses is that the audience identifies with the teacher or presenter. This promotes a bond of trust that makes you want to follow the other videos of that communicator. In other words, in addition to data collection, promoting content in an online course brings a variety of possibilities for you to continue interacting with participants during the transmission, such as surveys, chats and feedbacks.

With features such as chat, Leads can answer questions, make suggestions and establish the instant connection with the communicator we mentioned earlier. This interaction with course students also generates valuable information that goes beyond the personal data acquired in the record, such as the niche and habits of the audience interested in the content.

3. Offer incentives to convert visitors to signups

Once you’ve created the Landing Page, launched your course and are already generating Leads with it, create incentives for people to enroll in your online course.

You can launch a blog post, a CTA or an infographic on the topic of the course to generate curiosity in your audience who, wanting to go deeper into the subject, will register on the course’s Landing Page that will be displayed throughout the content.

4. Advance Leads in Funnel

Once the online course you launched has generated a lead base, it’s time to move that opportunity into your sales funnel. Certain actions are required to make a Lead qualify until it becomes a customer. List what these actions will be, how long each one will last, and who is responsible if you already have a team working with you.

Establishing the ratio of course completion percentages for each stage of the sale is also important. An example of an action would be to schedule a specific discount for the student who has reached a certain stage of the course, when you think they are ready to go through their funnel for the purchase.

Or it is possible to perform an automation with emails suggesting your products or services to these Leads. Use RD Station Marketing to assess your Lead’s qualification as well as to schedule this automation. When you monitor your Leads actions, you can bet on much more accurate strategies in your campaigns.

Lead Generation with a 404 Page

Suddenly you are interested in a certain subject and start searching about it on the internet, find or type the link and are surprised with this standard message: Error 404: Page not Found. If you’ve already experienced this moment, the experience was not at all satisfying, was it?

Unfortunately this type of error is present on all websites – including yours! – as it can be caused by user typos, broken links or pages indexed in search engines that are no longer active.

When we don’t have a proper error page, the most common behavior among users is to automatically click the back button. When this happens, in addition to your search ranking for that keyword dropping, chances are you’ve ruined a user’s first impression and they’ll likely never come back to your site again.

It is your duty to provide your users with a good experience and you must give them good reasons not to click the back button. Above all, you are also responsible for directing the user to the expected actions on your website. And here comes the good part! Customizing the 404 error page, directing it towards conversion, is a great opportunity to turn a bad experience into a positive and very profitable one!

Here are 5 tips for creating your 404 page:

1. Acknowledge the error

Above all, it is important to acknowledge the error and, therefore, apologize for the inconvenience caused. Remember that this is not the page the user has chosen to be on, so it is very important that this communication takes place.

Make your apology according to your company’s identity and the persona you want to reach. If your persona is funny, make fun of what happened and get a smile out of her.

2. Deliver value to the user

Give the user options indicating paths that might interest him. If your business is software, offer a free trial. If it is an ecommerce, how about a discount for the next purchase? If your product is an education product, the user might love receiving free lessons! If you have rich material – or several – with high conversion rates, this is a great time to introduce it to the user!

3. Use links sparingly

You don’t want to give the user so many options that they get confused and leave your site for fear of making a decision, do you? Therefore, common sense and moderation in the amount of links on this page is essential. As a tip, give between 1 and 3 options.

4. Give search option

If, even so, the user is not interested in the offers, give him the option of a search field so that he can find what he wants on your website.

5. Always test!

Like everything in Digital Marketing, you need to test performance. Keep track of the conversions generated, the average user time on the page and the conversion rate to see if your 404 page is performing as it should.

Find out more offers for lead generation

When you start generating Leads, you don’t want to stop anymore. Therefore, it is important that you know different types of materials that can be used to generate Leads. We made an eBook with 28 types of content for you to capture new contacts! Just fill out the form below to access.

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