Understanding what a lead is is crucial for driving effective strategies to generate and convert potential customers. In simple terms, a lead in marketing is an individual or organization that has shown interest in a brand's products or services by providing contact information, such as their email address, phone number, or demographic details. Essentially, it represents an ideal opportunity to build relationships and achieve conversions.
What types of leads exist?
Due to the multiple channels available to capture leads, there are now various types and classifications. Leads in marketing can be categorized into two main groups, following HubSpot's methodology:
MQL (Marketing Qualified Lead). These leads have shown a high enough level of interest to be considered potentially valuable (buyer persona). For instance, they may have interacted with relevant content by downloading an ebook, subscribing to a newsletter, or attending a webinar.
SQL (Sales Qualified Lead). SQLs are leads that have advanced in the conversion funnel and demonstrated a greater intention to buy. They have gone through a more thorough qualification process and are ready to be approached by the sales team to close the deal.
How to generate leads (acquisition channels)
Lead generation involves a strategic combination of tactics designed to attract, engage, and convert potential customers. This can include various digital marketing channels, as well as applying lead scoring or using lead magnets.
Here are some effective ways to capture leads:
Valuable content. Offer content such as guides, ebooks, infographics, or videos that solve problems or meet your audience's needs.
Capture forms. Integrate subscription forms on your website and downloadable content to collect contact information.
SEO optimization. Improve your visibility on search engines by optimizing content with relevant keywords and SEO strategies.
Online advertising. Use paid ads on platforms like Google Ads or social media to target specific audiences and capture their attention.
Email marketing. Send informative and personalized emails to build relationships with leads and convert them into customers.
Webinars and virtual events. Host webinars and online events where participants register by providing their details. These are excellent opportunities to share knowledge, gain authority in your industry, and capture qualified leads interested in your offerings.
Retargeting ads. Use cookies to track your visitors and display relevant ads on other sites they visit later, reminding them of your offer and encouraging them to return and convert.
Remarketing on social media. Target users who have interacted with your content or social media pages with specific ads.
Understanding what a lead in marketing is becomes essential to your strategy. By effectively identifying, qualifying, and nurturing leads, you can optimize your ROI, improve cost per lead and CPA, and increase conversions. Your ultimate goal should be to turn leads into loyal and engaged customers who drive the growth and success of your brand.