One of the main objectives of a digital marketing professional is to generate leads, in order to achieve conversions and thus increase profits.
But, do you know what a lead is? If you don't, today we will explain it to you, read on so you don't miss anything!
This term is widely used in digital marketing and in the Inbound marketing methodology, and is used to refer to those contacts who have left their data. These data are left through forms in exchange for something in return, such as exclusive content, a special offer, discounts, etc. These contacts leave their data voluntarily and become part of your database.
It is important not to lose attention to these leads, as they are users who are considered potential customers, as they are interested in your brand. Once they leave their data, the ideal is to start a nurturing process to keep their attention and finally, convert them into customers.
In order to treat a user as a lead, it is necessary that this person has left their data and accepts the privacy policy, which is important due to data protection regulations.
Now that you know what a lead is, we will tell you what types you can find depending on the phase of the buying cycle in which they are:
A lead does not always mean that you are going to generate a conversion. In many cases people leave their details on a form because they are interested in the exclusive content that you were offering them at that moment, even if they are not interested in obtaining more. This does not guarantee that they will end up being a customer. It is a purification process, of all the cold leads, some will become warm leads and of these, a few will become hot leads, and therefore, customers.
This reduction of leads is normal, you can't expect that all the people interested in your company end up buying your products or services. That's why most of the representations are with an inverted triangle.
The beginning of the process starts with the attraction and acquisition of a lead, but to complete it and reach the final objective, that is, to convert them into a customer, it is necessary to carry out a series of techniques.
As you read in the previous point, each type of lead is at a different stage of the buying cycle, so you need to know what stage they are at to better segment them. Apart from knowing what part of the funnel they are in, ask yourself if they are similar to your buyer persona, what type of content they have downloaded and what actions they have taken on your website.
Once you have answered these questions, you will have an idea of what their needs are and you can focus your strategies accordingly. There are two key techniques:
In conclusion, carrying out an Inbound Marketing strategy involves capturing leads to achieve results. Now you know what a lead is, the types that exist and what to do after capturing leads, but remember that it is important to correctly identify what stage of the funnel they are in in order to approach them correctly, maintain contact and nurture them with the right content.
we hope you liked this article and that we have solved all your doubts!