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what does lead mean in digital marketing?

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Whether you have an online business or not, knowing what lead means in digital marketing is good for you, because even if you are not interested in it for your business, you have probably been a lead many times in your life. It may sound strange, but it is the most common thing in the world, we tell you all about leads.

what is a lead?

A lead is simply a potential customer of your brand, but not just any customer who might be interested in it because of their tastes or characteristics, a lead is a customer who has already shown interest in your product or service. And how do we know this for sure? Because a lead is a user who enters a website or landing page and leaves the data that the advertiser has requested, this is done in exchange for a specific benefit such as a discount, an offer or to get more information.

The data that the user has left almost unconsciously in the landing page form are extremely valuable for the company, because they are the ones that convert the user into a lead. Thanks to this data we get more information about the lead and we can use this data to persuade him/her to buy our products or services, taking advantage of the fact that he/she is now interested.

The form on the landing page where the lead has left their data is used for the same purpose by the brand, as providing the user with certain information or privileges is very beneficial for the business itself, as with a good use of this data, the leads will be converted into real customers.

So, if I want to get leads for my brand, how do I get them?

  1. Content
    In this era of new technologies, what we have plenty of is information, but then, why do I offer my user more information? Because there is so much, but very little quality information. And what the user needs is to contrast information and obtain truthful information that can be useful.

  2. Social networks
    Another good way to get leads is through social networks, using tools such as Facebook leads Ads, in social networks is very easy to reach large numbers of users, and they leave a lot of their data within social networks, which helps a lot to the company when converting leads into real customers.

  3. Organic positioning
    SEO allows you to generate leads but in the long term, likewise, the investment in SEO is almost zero, it is an investment of time and effort rather than economic, so thanks to this strategy you will end up increasing the ROI.

  4. Email marketing
    A good example for this is the welcome email once the user has already become a lead and has provided their data, but before this, send emails segmented according to your audience in order to perform some action on it, such as call to action or fill out a form with your data.

why are leads important for my company?

As we have already said, a lead is a user who has already shown interest in our company and therefore could become a real customer. That is why leads are the basis of our strategy, which is to convince them to become real customers of our brand. And we will do this by showing them that our products and services interest them and are useful in their experience.

what types of leads are there?

  • Cold leads

The different types of leads can be appreciated by phases, a cold lead would be in the first sentence, in which they are simply interested in our brand but are not yet ready to buy, they are investigating whether what we offer is what they need and at this point they may or may not become a customer

  • MQL (MQL) lead

This lead is already in the second phase, it is also called marketing qualified lead or MQL, we can not consider it neither cold nor hot, as it is investigating, more thoroughly than the cold one, and has much more idea of whether our product can be useful, but it is still not ready to buy.

  • Hot lead (SQL)

This lead, also called sales qualified lead or SQL, is already in the third and final phase in which we are no longer talking about a user who is simply interested in the brand, we are talking about a person who is ready to buy, who has already informed himself about our brand and is satisfied with it.

There are several strategies for lead nurturing:

  • Lead nurturing: once you have the lead, the most important thing is to make it go from being a lead to a real customer, how do we achieve this? very simple, accompanying them on their way to purchase. We have to move with our leads to the end of the road to prevent them from deviating from this, there are many ways to do this, the most common is to contact them automatically from email or any other means, using the data we already have, such as using their name within the communications. But it is not the only way, you can also keep with web content or certain campaigns, social networks give much room for this. The goal is to reach the lead with the ultimate goal, the purchase.

  • Lead scoring: With this technique what we get is to classify the leads, how do you do it? through a numerical score, yes, the lead scoring what it does is to give each lead a number automatically based on the characteristics and actions performed by that lead in relation to the company. This method is not 100% accurate, but we approach a fairly accurate approximation, to understand us, the highest score will have the lead that is closer to our buyer persona, although it earns points to interact a lot with the content of the website. Thus, segmenting the leads by scores, we get to perform much more personalized actions for each of the groups.

In conclusion, for your marketing strategy to get results, you need leads to achieve it, that is, if we attract a lot of attention but then we do not get those users to stay until the end, we will not achieve our ultimate goal. Get going with your leads and do not let them escape!

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