Do you know what leads are? If you have a digital marketing strategy for businesses, then you need to know this important term for the success of your sales funnel and your campaigns.
Even if you don't know what leads are, you probably already work with the concept in your strategy. However, knowing the concept more deeply will allow you to work better with it.
So, read on to learn more about this subject!
What are leads?
The technical definition of lead in the context of Digital Marketing is the consumer who has shown interest in a company product or service by establishing a direct line of communication with the company.
This can traditionally happen when subscribing to a newsletter, joining company social networks or joining a group or forum.
To turn a visitor into a lead, a company must put together a complete content strategy, typically offering special rich material in exchange for email or social networking. This moment is known as lead conversion and marks the transition from top to middle sales funnel visitor.
The goal of many content is to convert as many visitors as possible into leads to feed a strategy of email marketing for business sell their products directly to the public.
However, not every strategy succeeds in converting leads into customers. That's because it's not enough generate leads, you need to nurture them so they can buy from your business.
What are nurtured leads?
It is a fact that the lead is a visitor who has already given interest in being a customer of that company. However, this does not mean that he is ready to be approached by the sales team or receive a purchase proposal in his inbox.
For example, suppose you wrote an article for your company's blog, which produces school bags, with the top 10 models of backpacks for the 2020 school year. In the CTA of the post, there is an invitation for the reader to subscribe to the company newsletter.
The result of the article generates, say, 30 leads for the company. This does not mean that all 30 are ready to buy. Maybe 10 is, but the other 20 has not yet reached this level.
Of the 20 that are not yet ready to buy, 10 may still be considering options, 5 are in doubt about models, 3 find the product expensive, and 2 still don't know if they will buy a backpack or binder this school year.
These 20 leads need to be more worked out, getting more specific content and prepared to overcome certain barriers. For example, for leads that find the product expensive, you can show content that helps value backpacks. For those who do not know whether or not to buy the product, an article with the advantages of backpacks can help to overcome this barrier.
How to nurture leads?
The lead nurturing process is efficiently done by marketing automation. With content planning and triggers, you can feed leads and nurture them until they're ready to buy.
Marketing automation is the creation of a system that provides automated content for the leads of your strategy. For example, let's go back to the case of the backpacks we mentioned earlier.
Imagine that, knowing that some people may be in doubt about using a backpack or binder, your company produces a series of articles and videos with the advantages of using the product in the school environment.
After that, just set a trigger for the system to identify that lead as someone who has this doubt so that it can be fed with unique content to overcome this pain.
How to know when a lead is ready to buy?
Talking about lead nutrition is easy on paper, but difficult in practice. After all, you have no way of asking this to each person. It would be unfeasible in a strategy with 4.000 leads, for example.
To detect when a lead is ready to be addressed, you must qualify it. The lead qualification process is unique to each company and strategy, but must follow some standards.
The basic skeleton consists of a path with a series of "conditions". Each time the lead takes a specific action, it exceeds one condition and goes to the next until it meets all the requirements determined by the company.
Now that you have learned what leads are, how to nurture them, and how to qualify them, your Digital Marketing strategy will be more likely to succeed. After all, with this knowledge, you can optimize your actions to convert more leads into customers.
If you liked the content, leave a comment below with your opinion to join the discussion. Do you usually treat your leads well? Tell us what you did to nourish them!