Sometimes you may get lost with so many "little words" that we use in digital marketing.
Relax! We all go there sometimes.
So today we are going to talk about the term Leads. The most used and pursued by marketing and sales teams and leaders.
Over time, we have seen how companies are aware that they need the term . But, they don't know what he focuses on or what his "charm" is.
Here we are. Today I will show you that famous “charm”.
Many of us believe that this concept is related to numbers, results, and yes, it is true that it is directly linked. But. It goes beyond this...
It is an exercise that will allow you to achieve an effective result in customer acquisition.
In that way? Let's go!
What is the meaning of leads?
Okay, let's be real. This concept can have too many meanings, depending on the area you are in or the goal you want to achieve.
So, the translation of the term "Lead" into Spanish is to direct . But, for our field, it means prospectus.
In general terms, a lead is:
- A visitor to your website who converts into a contact.
- A person who has shown interest in your service or product.
- Any user who is interested in your business, in what you do, and leaves their personal data so that you can contact them later or send them more information.
Clarifying this landscape, let's take a look at the next section of this content. It is time for you to accompany me to discover the essence of this term in digital marketing and sales.
What is a lead in marketing or online marketing?
When a visitor becomes a lead, it does not mean that they are ready to buy.
He is only interested and you have to know how to attend and convince him to continue the purchase cycle.
Leads are a foundation of the Inbound Marketing methodology . The meaning of this concept should be clear to those responsible for planning and strategy.
Almost always these leads are captured by the Landing Pages (landing pages) . In marketing, the Lead Magnet technique is used to make your business visible through free material.
A lead, in this case, is that user interested in having that resource or free material of value. And then, leaving your data, you manage to download and view it.
There are many options that you can choose to attract your target audience and convert it into a prospect (or lead). You can create high-value content through templates, guides, digital magazines, videos, ebooks, webinar registration, etc.
This process is much simpler and more effective than pressuring the target audience to buy from you immediately.
It is giving a test, a "tasting" of rich content, in exchange for them knowing what you do. So think about what you can offer for free that is of significant value.
You are going to find leads that are in your database without a direct commercial interest. Thanks to this method, Inbound Marketing, you will be able to qualify them so that they have a real meaning in sales.
What is a sales lead?
For the sales area, a lead is a contact that is already in negotiations with the sales team.
The challenge for sales and marketing teams with these leads is not to fall into the quality dilemma.
SQL (Sales Qualified Lead) or qualified lead, for sales, is that data that meets the buyer persona that you have defined in your marketing and sales strategy.
This lead is now ready to make the purchase and it is time for the sales team to contact him.
According to marketing and sales expert Bill Carol, in his book "Lead generation for the Complex Sale" , sales teams should focus on generating quality leads, as they cannot afford to spend time on unqualified leads. .
In addition, in his book, he provides the most important aspects to get the most effective leads:
- Understanding potential customers: the challenge is to know the needs and pains of the target audience, in order to create an accurate profile of that ideal customer.
- Create relationships with the potential client: follow up on leads at each stage of the sales funnel , with the purpose of establishing links and communication channels that allow you to maintain contact with them.
- Establish content: the creation of content under marketing strategies is essential to offer effective solutions to users.
It is a useful book that focuses on the different strategies to generate qualified sales leads from the sales and marketing department.
types of leads
We are going to explore the types of leads most used by leaders and marketers:
- IQL (Information Qualified Lead) or cold Lead: it is very unlikely that they will buy from you and advance in the purchase journey, however, you can use their data for other campaigns.
He has left his information out of simple curiosity.
Note: This type of lead is at the top of the conversion funnel , in the discovery stage.
- MQL (Marketing Qualified Lead) or Tempered Lead: he is thinking of buying you, although you are not his only option.
Note: You will find this type of lead in the middle part of the conversion funnel, the consideration stage.
- SQL (Sales Qualified Lead) or Hot Lead: is willing to buy, use special offers to convert this user into a believer in your brand.
Note: This lead is already at the bottom of the conversion funnel, at the decision stage.
Remember that each one requires a different communication and content.
What are qualified leads?
In digital marketing, the concept of MQL (Marketing Qualified) or qualified Lead is used to refer to positive data, as a result of your accuracy in profiling your target audience.
That qualified lead has shown real interest in your product or service, evidencing their needs and preferences.
This technique is carried out through marketing automation actions such as Lead Scoring (prospect assessment) , which consists of giving each user a score according to the actions they carry out during the purchase day.
Once the above happens, the sales area will focus on the Lead Nurturing process (nourish) in order to cultivate relationships with the client and guide them to the purchase.
Why do you need to generate leads?
You need to collect leads so that they progress through the phases of the sales or marketing funnel and they finally become a potential customer.
Be clear that a Lead is a very important user, he is a person who has given you his trust by providing his personal data. In addition, they want to fill a need with the service or product that you are offering.
One of the purposes of generating leads is to apply strategies or actions to convince that user to consume what you are offering.
Use persuasive texts in your communication channels, do not stay in your comfort zone.
You have to capture leads because they are the support of a digital marketing strategy. To do this, review and develop this list:
- From which channels can you attract the target audience?
- what information are you looking for
- What content interests your buyer persona?
- How will you maintain the relationship with those clients obtained?
Use tools such as CRM or conversion funnels to align the proposed content with the wishes and needs of your client.
Go ahead and download the free Lead Qualification material to reinforce this topic:
¡An extra piece of data!
The audience is becoming more demanding, brands seek to maximize their attention. We know that attracting them is not easy, much less conquering them , but that is the challenge that you must project yourself to achieve it.
As we have told you, it is not enough to just have a website or a profile on social networks. It is about providing content that positions your business and generates effective leads.
To obtain the above, we want to give you this top 5 of the best content as lures (fixation or persuasion strategy 
) to generate those leads that you have imagined so much.
Webinars
A very effective, close and economical audiovisual format. You can do it live or recorded.
Ideally, the user registers to be able to participate in the webinar and in exchange obtain their data.
Templates
These templates often provide defined outlines to make it easy for your potential customer to have a process they want to implement. This one works perfectly for generating qualified leads.
Ebooks
It is one of the actions most used as a lure.
In the digital age people prefer to have electronic books .
The advantage of ebooks is that they deepen a specific topic for the potential client or lead.
Kits
It is the most complete resource that you can offer to a qualified lead, since you can focus on the topic of their interest.
generators or tools
It will be of great help to your lead, you will put it into practice and learn more about your services or products, getting even closer to the purchase stage.
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Now it is your turn to choose the most convenient one for your company or work team.
For more lure content ideas, check out 10 Types of Irresistible Lures to Boost Your Lead Generation.
How to generate and qualify a lead?
Before starting this process of generating, collecting and classifying leads, you should consider these 3 steps:
Captivate:
Through interesting content seduces the audience . You can use infographics webinars or video tutorials. Likewise, social networks can facilitate this interaction.
Super important, implement SEO strategies so that the content can reach more users.
Recognize
Here you will identify the leads that best suit the profile of your buyer persona, you will have to verify if the interest in leaving their data is because of the content or because they want to obtain your services.
Here you will need a CRM software to optimize, have the marketing and sales areas aligned, and monitor the processes.
Contact
By having qualified leads filtered, you should focus on creating personalized content strategies to distribute by email, in order to keep that ideal client and achieve the purchase.
Do not forget to create strategic content through the right channels, it will help you generate more traffic.
As we see in the image, this is the progress of an anonymous or website visitor to becoming a qualified lead by leaving us their vote of confidence, we see their face and know their needs.
This article will be ending soon, so have fun and learn with the video on How to Convert Landing Pages into Leads.
What is the difference between leads and visitors?
We must not confuse these terms, since each one performs different actions on the website, social networks or digital channels.
Mainly, the difference is that visitors enter a website, without leaving any data or personal information, it is anonymous, unknown.
The lead is the one who will become a potential customer with a simple click, is interested in knowing more about your services and products, for this reason, he leaves his personal data.
Conclusion
As we have told you in other spaces, the audience seeks to satisfy a need , in reality many do not pay attention to the cost, but to meet an objective and live a unique experience when buying.
If you want results in a short time, you must focus and worry about giving relevant information and content to that ideal client in each of the stages of the marketing or sales funnel.
Many medium or small companies still do not have digital platforms or channels to strengthen their digital presence in the market, which negatively affects their processes.
Consider that a good lead is the one that is closest to the characteristics of your buyer persona.
The ideal would be to have a digital presence through blogs, ebooks, social networks, Landing Pages, newsletter.
Voila, now say hello to those new results!
Until next time.
