In digital marketing, a lead refers to someone who has shown interest in your company or product by interacting with your brand in some way, such as reacting positively to a social media post, filling out a form on your website, or downloading an ebook. The goal of lead generation in digital marketing is to identify and target these prospective customers and nurture their initial interest in a particular product or service, with the ultimate goal of converting them into buyers and increasing sales.

Leads can be generated through various channels, including email, social media, landing pages, website chatbots, and video content with calls-to-action. Different types of leads may manifest themselves differently throughout a business, so its best to have a strategy for each type, such as marketing qualified leads.

Lead generation is an integral element of any digital marketing strategy, and its important to narrow down a massive pool of potential customers into a smaller subset of people who are most likely to become paying customers. The digital era has transformed the way businesses promote themselves, and social media and search engine marketing play a huge and vital role in getting brands noticed and heard.