So let’s understand the concept. A lead is a record generated within a digital marketing strategy. Much more than that, a lead is a record of a potential customer who is interested, in some way, in your service or product. A visitor to your website who therefore registers on a form or landing page becomes a lead.
This potential customer is guided through your sales funnel until they become a customer. This is the beginning of the buying journey. That is why it is so important to have a well-defined strategy because, otherwise, your website will only have visitors and nothing else.
How to attract potential clients
How can I attract this visitor and convert him into a potential customer? This is where the principle of mercadotecnia interna comes in . To carry out a conversion, several strategies are adopted.
First of all, to attract visitors you need to have a corporate blog . This way, benin businesses director you will have content to offer to your website visitors and they will be interested in subscribing to a newsletter to receive your content. This is the first point of conversion.
The second point is to offer free materials, such as e-books and information in other formats, such as videos and webinars. To access a webinar or e-book, for example, the visitor must register to obtain the information. It is an exchange. This attraction and retention strategy is the principle of internal marketing .
At this point, it is very important that you know exactly who you are attracting to your website and what content you are offering. Therefore, you must accurately profile your target audience, building what we call a persona .
Don't buy mailings, build your list
A very important point when we think about potential customers is to build your list. Buying emails is the easiest way to get leads, but it is not the right way. Creating custom lists for your business is the best way to have a reliable audience that should become customers later on.
If you buy a list, you run a serious risk of being blacklisted and becoming a spammer. After all, those people on the lists did not ask to be there. We all know how unpleasant it is to receive emails daily from a sender we don't know.
Lead parenting
From the moment the visitor becomes the protagonist, you will work to keep him constantly warmed up and, therefore, content production is very important. You must create content for these leads, according to their position within the funnel and purchase journey, to make them "descend" within your sales funnel.
To build this relationship with him, another very important concept comes into play: lead nurturing . To do this, you must carry out a nurturing email marketing campaign strategy , where the topics of interest to this lead will be addressed in each of the emails.
Qualified Lead
The lead that interacts with your content is thus qualified within your registration database, as it becomes interested and related, reaching a more advanced stage. Then it becomes a qualified lead. This qualification is done through the content marketing strategy, which will be designed according to your type of business. It is an easy principle to understand, since the lead that always consumes your content is more likely to buy your products and services, since it is already in contact with your brand and already has a positive opinion about your company.
For a digital marketing agency, for example, as in our case, lead qualification is done by the type of topic, which can be at the top or middle of the funnel, depending on its complexity and level of information. Each case, therefore, is different. If you already have potential clients and need to qualify them, contact a Vero content expert , we can help you.
When leadership becomes an opportunity
Generally speaking, within the funnel, a prospect becomes a qualified lead, which in turn becomes an opportunity down the road. At this point, marketing hands over the lead to sales , who will then need to make contact to complete the purchase. This gear is more complex than that, obviously, but understanding how it all works at its core is the start of putting together a sales funnel where you can attract the prospect and take them all the way to the end, when they become a customer.
To become an opportunity, this lead must perform a certain action or generate a score within your team.
Evaluate and evolve
To finish this whole process, as we say, it's time to evaluate and evolve . Knowing if you're attracting the right person, knowing exactly what a potential client is and nurturing them so that they move through the funnel and communicate with them at the right time is the secret to generating more sales. Therefore, always evaluate your campaigns and specific actions to know if the entire strategy is correct.