We'll start by defining what a lead is. Next, we'll discuss why lead generation is important, who qualifies someone to be a lead and how to identify lead types such as qualified sales leads. Finally, let's talk about how inbound leads can help you get more leads than buying them.
Any person who expresses interest in the company's products or services in any way shape or form is a lead.
The majority of leads hear back from businesses or organizations after they have opened communication. This is in contrast to receiving a cold call or a generic offer from someone who bought their contact information.
Let's suppose you complete an online survey about taking care of your vehicle. You receive an email about the ways they can help you care for your vehicle a day later. The process is far more discreet than if the auto company called you randomly without knowing anything about your car care. It's what it feels like to be a leader.
From a business standpoint, information that the auto company gathers from you through your survey answers helps them to personalize the opening communication to solve your problems. They don't waste their time on calling people who aren’t interested in car services.
When a visitor becomes a customer, leads are part of broader lifecycle. All leads are not created equally. Different types of leads exist depending on their qualifications and lifecycle stages.
Market qualified leads can be contacts that have engaged with the marketing efforts of your team but who are not ready for a sales call. A contact filling out a form on a landing page for an offer is an example of a MQL (as in the lead generation scenario).
Contacts who have taken steps to express an interest in being a customer paying for their services are called sales qualified leads. A contact filling out a form asking questions about your products or services is an example of a SQL.
PQLs are qualified contacts that have used the product, and made actions to indicate an interest in becoming customers. Companies that offer either a trial version or a limited edition of their product, such as HubSpot, have PQLs. Your sales team can help you upgrade your product. A PQL, or customer that uses the free version of your software but asks questions about paid features is an example.
Customer service qualified leads (or contacts) are customers or contact who, at the time of the call, the representative would move this customer up to the relevant sales representative or team.
The process of creating leads is about attracting potential customers and growing their interest by nurturing them. You can generate leads through online content, job postings, coupon codes, live events and coupons.
When someone asks what I do outside of marketing, they won't be able to simply tell me, "I make content for lead generation". They would be completely confused and it wouldn't make sense to me.
Instead, I will say "I focus on unique ways to attract people into my company." They should be provided with sufficient goodies that they are naturally drawn to my business and eventually become interested enough in it to desire to hear more from me.
This is what leads generation does best: it's about getting potential customers excited about your company and getting them to make a purchase.
The transition from customer to stranger is easier when a stranger starts a relationship by taking an interest in your company.
The second stage inbound marketing strategy is lead generation. This happens after you have attracted an audience.
Let's now see how lead generation is integrated into inbound marketing.
Let's summarize: A visitor clicks on a CTA to take them to a landing site where they can fill out a form in order to receive an offer. At that point, they are a lead.
After you have gathered all these components together, you will be able to use your promotional channels to drive traffic and leads to your landing pages.
You have many other channels that you can use in order to convert visitors into leads. These are just a few of the many channels you have to get visitors to become leads.
A landing page can be accessed through content. You create content for visitors to find useful and free information. CTAs can be placed anywhere you like: inline, at the bottom of the post, in the hero or on the side panels. Your content will make visitors more satisfied and more likely to click on your call-to action, and then move onto the landing page.
Email can be a powerful way to connect with people who are already familiar with your product or service. Since they have already subscribed, it is easier to get them to do something. CTAs can be confusing in emails. Use compelling copy and a catchy design to get your subscribers' attention.
An ad's sole purpose is to encourage people to act. If that is not the case, then why would you spend money on an ad? You want to get people to convert. Make sure your landing page matches the promise in the ad. Also, make certain that you clearly define the actions you wish users to take.
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