How do you connect with your audience? This is where things get tricky, as there are different canada mobile number ways to maintain ongoing communication with your audience.
So what can you do? The first thing is to be clear about what a lead is and what their role is.
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What is a lead in online marketing?
According to Inbound Marketing, a lead is “a person who has identified themselves and shown interest in your product or service in some way.”
Of course, this definition of a lead is not absolute. However, it is important to highlight the most decisive aspects of the concept to understand the role of leads in digital marketing strategies .
In this sense, we can say that leads are the initial phase of the purchasing cycle. In addition, they are one step higher than a subscriber or a follower on a social platform.
Another important element is that these users have shown interest in one of your products. As a result, they will become customers in the short or medium term.
The importance of leads
To understand that you really need a lead strategy in your company, you first need to understand why, and what makes them different. In this sense, we must say that leads allow companies to get to know their customers in depth. Why? To be able to classify them later and thus draw up effective sales strategies.
Leads are a fundamental part of any digital marketing strategy. They are the tool to determine the level of interest your audience has in your products and/or services and how committed they are.
Types of Leads according to the Life Cycle Stage
There are many possibilities for an individual to register in a landing page database. That is why there is not just one type of lead, but several of them. Each one represents a different point in the purchase cycle.
This is how you can find:
Subscriber or Information-Qualified Leads (IQLs)
User who has visited your website and left their email address so you can send them more information.
Subscribers are known as cold leads. They are potential customers who are far from making a purchase. They are also defined as TOFU (“Top Of The Funnel” in Content Marketing and the “discovery” stage in the Buyer Journey of Inbound Marketing). They are customers who do not yet have all the necessary information to continue through the sales funnel , but who have already shown interest in what you offer them.
Marketing Qualified Lead or MQL (Marketing Qualified Lead)
This is a lead with a higher chance of becoming a customer. It also meets certain characteristics (Example: Marketing Director of a company with more than 200 employees) and/or behaves in a certain way (Example: visited a product page on your website).
This type of Lead is in the MOFU (Middle Of The Funnel in Content Marketing and the Consideration stage in the Buyer Journey of Inbound Marketing), because it is right in the middle of the purchase cycle. To determine whether or not they are SQL, they have been asked for a little more information than their name and email.
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Sales Qualified Lead or SQL
These types of individuals represent the audience of what is known as BOFU (Bottom Of The Funnel in Content Marketing and the decision stage in the Buyer Journey of Inbound Marketing).
What is the importance of lead quality?
This question is answered as follows: not every lead is a good lead. In your strategy you must be able to separate those clients who are truly interested in what you offer from those who are not, from those who are very far from your proposal and therefore most likely will not become consumers.
Those who are far from what you offer are known as low-quality leads. The recommendation is that you do not focus the efforts of your sales team on them, as it will surely be in vain. The results will not be good and the investment of time and money will not be rewarded.
In addition to the above, focusing on poor quality leads ends up causing you to distance yourself from those who are truly interested in making a purchase. The premise is: quality before quantity and monitoring periodically to be able to classify them.
What are SQLs and how do they relate to Leads?
SQLs are “warm leads”, meaning they are ready to purchase your product or service. They have had closer contact: a phone call, a product presentation, etc.
On the other hand, it is important to be clear that for an MQL to become an SQL it must have been accepted by the sales team. That is, validated by the sales team according to a series of pre-established characteristics.
An example of a hot lead could be a marketing director from a company with more than 200 employees. He visited your website and also has the budget to buy your product in the next 3 months.
Contact vs. Lead? What's the difference?
This is one of the most frequently asked questions by digital marketers who begin to encounter the term lead.
While a lead is an individual who provides their personal information to a database on a brand or product landing page, what really makes them a lead (and completely separates them from being just a contact within that database) is the individual's intent.
What do I mean by this? Well, leads don't just want to receive information, they want to get something for the exchange of their personal data. Their intention is ultimately directed towards the purchase of a product or acquisition of a service.
Leads represent not only a series of isolated data in a form, as contacts are. They are also important data from an audience much closer to the purchase of the product or service.
In addition, this information turns out to be very valuable for analyzing the customer and activating the “delight” stage.