If you are in the world of inbound marketing, you will already be very familiar with the term “ lead ”. But not everyone knows what it is and why it is so important in Inbound strategies. Having a lead is a treasure . It gives us exclusive information about a user and helps us to create a personalized digital marketing strategy exclusively for them. That is why it is a treasure .
Page Contents
1. What is a lead in Inbound Marketing?
2. Types of leads in Inbound marketing
3. How to get a lead
4. Lead generation in Inbound Marketing
5. Lead Funnel
6. Key elements for lead capture
7. Examples of how to get more leads
8. Lead nurturing
1. What is a lead in Inbound Marketing?
In inbound marketing, a lead is a user or potential client who has shown interest in a product, service or content on our website and has left their contact details on a landing page form in order to gain access to said content.
Lead, in essence, is a well-chosen word. With a new record in our database, we take another step towards digital communication, being able to provide more value to this contact by knowing their needs. This new contact, which we can now call a lead, becomes part of our CRM – Customer Relationship Management – with whom we can now begin to interact, with the aim of improving and strengthening ties and providing them with information that may be of great interest to them.
In short, the lead is a quality contact for us, since it is a user who has shown interest in our company and in our service or product by registering in the form, leaving their most personal data and also giving us consent so that we can send them successive information about our company, our products or our services. But let's go step by step to answer the following questions: How will we get the leads? What will we do with them? How do we convert them into clients?
Download the guide "How to get leads"
2. Types of leads in Inbound marketing
Inbound leads are users who come to you directly through a search on Google or on your website to resolve a question or problem, and as a result of the visit they may register on a form to download content, sign up for a webinar, or for a free trial. Leads can be classified based on different criteria, according to their temperature and the stage of the funnel they are in.
2.1. Classification of leads according to temperature:
At this point we will take into account the similarity with our ideal client or buyer persona and we can classify them as hot, warm or cold leads.
Hot leads: These are contacts or prospects who show interest in one or more of our products or services. We must take into account the situation in which our prospect is, whether they have the investment budget to be able to convert, the need they have and whether we can meet it.
Warm leads: These are users who are part of our target audience or buyer persona, so there is a high chance that they will become our client. This corresponds to the MOFU phase of the funnel, in which the lead is part of the middle stage of the funnel, “consideration”.
Cold leads: These are users who have given us their con brazil telegram data 30 million tact information, but they do not really fit our buyer persona or ideal client. But it is advisable not to discard them, since they have shown interest in us and we have their data registered in our CRM, for example HubSpot .
2.2. Classification of leads according to the funnel stage:
Lead Magnet: This is a cold contact that is in the first phase. We only have the data that this lead has provided us when downloading the resource, called lead magnet .
The Information Qualified Lead (IQL): This is the information-qualified potential client, a user who fits our target audience and has provided us with information, but has not shown specific interest in any product or service we offer.
Marketing Qualified Lead ( MQL ): These are qualified leads for marketing that have already shown interest on several occasions and have advanced in the purchase cycle funnel. We have more and more information about them and we know if they are business opportunities.
Sales Qualified Lead (SQL): This is the lead that is in the last phase of the funnel. The content that is sent to this lead is usually closely associated with the company's product and services, and the lead has shown interest in them. This is the moment when the lead becomes mature and is ready for sales. In other words, they are ready to become customers.
Member Service Request lead (MSR): This is the lead generated by the consumer, it usually occurs with subscription services in which the user registers on a site in exchange for an experience.
3. How to get a lead
The first step we must take to get a lead is, logically, attracting the lead to your website and one of the ways we have is, without a doubt, through valuable content that is sufficiently attractive so that the contact decides to visit us and, at the same time, leave their email address and personal data such as name, company name, etc., so that said content can be downloaded.
There are different ways to get a lead, either through SEO strategies , valuable content, social networks or simply through advertising strategies on Google or social networks, such as Twitter Ads for example. There are certainly many others, but without a doubt, if we want to work on a lead qualification strategy, one way that we can never leave aside is the generation of valuable content related to our Buyer Persona that we will publish on our blog, and that will help us to accompany the lead in this step from less to greater depth of knowledge.
For content to rank in search engines, two things need to happen: on the one hand, the post must be correctly optimized so that search engines know what it is about and can display it when the user searches for us, and on the other, it must receive visits. We can say that it is the fish that bites its tail. " More optimization, more visits, and more visits get better positioning in search engines." Therefore, this content must be of quality and optimized so that it can appear in the top positions and, with a bit of luck, the user will access our content. We have taken a first step. And now how do I get him to give me his email?
As we mentioned, quality content is more likely to get the user to leave us their data and, therefore, we get a lead . But to do this, we will need to provide what are known as triggers. These are downloadable resources, related to the topic and that provide more detailed and in-depth information. This resource can be, for example, an e-book, a whitepaper, infographics, webinars. The contact has entered the content and has decided to download the resource. Enter their data in the form and voilà, this contact is now a lead that becomes part of our database, and we will take care of it and provide it with the information it needs. Without spamming. Without abusing it. Without “burning it”.
