Lead Generation.
Lead Generation describes the process of identifying potential customers and capturing their contact information — through forms, newsletters, calculators, downloads, or consultation requests. Every lead is a potential new customer.
Lead Generation — Explained in Detail
Lead Generation is the systematic process of generating interest in a product or service and capturing the prospect's contact information. A 'lead' is a potential customer who has signaled their interest through an action: filled out a contact form, subscribed to a newsletter, downloaded an e-book, used a calculator, or booked a consultation appointment. The quality of a lead varies greatly — a completed consultation form is more valuable than a newsletter subscription.
Digital lead generation channels for Swiss SMEs: SEO + Content Marketing (blog articles found via Google that lead to contact inquiries), Google Ads (targeted ads for transactional keywords), landing pages with lead magnets (free calculators, checklists, e-books in exchange for email addresses), Social Media (LinkedIn for B2B, Instagram for B2C), and email marketing (newsletters with value and targeted CTAs).
Cost per lead (CPL) in Switzerland varies significantly by industry and channel: Google Ads: 30–150 CHF/lead (B2B), 10–50 CHF/lead (B2C). SEO/Content: 5–30 CHF/lead (cheaper long-term, but higher initial investment). LinkedIn Ads: 50–200 CHF/lead (B2B). The most effective strategy combines short-term channels (ads for immediate leads) with long-term ones (SEO for sustainably affordable leads). DLM Digital optimizes lead generation funnels for Swiss SMEs — from strategy to implementation.
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Landing PagesFrequently Asked Questions About Lead Generation
This varies greatly by industry, channel, and lead quality. Benchmarks: Google Ads B2B: 50–200 CHF/lead. Google Ads B2C: 15–60 CHF/lead. SEO/Organic: 5–30 CHF/lead (after initial investment). LinkedIn Ads: 80–250 CHF/lead. Organic social media: 10–40 CHF/lead. Important: Cost per lead alone says little — what matters is the cost per customer (how many leads become paying customers?).
A Lead Magnet is a free offer that you provide in exchange for contact information (email address). Examples: checklists, e-books, calculators/configurators, webinars, free consultations, templates, industry reports. The lead magnet must offer genuine value and match the target audience. DLM Digital's lead magnet: the cost calculator on dlm-digital.ch — visitors calculate their project and leave their contact details.
Quality over quantity: 1) Refine targeting (specific keywords instead of broad terms). 2) Qualifying questions in the form (budget, timeline, project description). 3) Align content to the right funnel phase (BOFU content generates more qualified leads). 4) Implement lead scoring (CRM automatically rates leads). 5) Consistently use negative keywords in Google Ads (avoid irrelevant clicks).
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