Anyone with even minimal involvement in website promotion needs to know one thing: lead generation is the marketing process aimed at identifying, securing, strengthening, and positively influencing consumer interest in a particular product or brand. Simply put, a lead is a potential customer who may contact the business or take actions that indicate an interest in the company’s products or services.
In general, lead generation can be controlled and even scaled, but only through a comprehensive promotion strategy. No matter what, to influence a potential customer in a way that encourages them to make a purchase or perform another desired action, a brand must implement at least minimal marketing steps. First, it is necessary to utilize SEO lead generation services by hiring specialists. Second, a competitor audit should be conducted. Third, based on monitoring, an individual optimization and promotion strategy should be developed. Only then can you expect to attract qualified and even paying leads.
What do all businesses need to know about leads?
To attract leads, it’s essential to first understand that a website is necessary. It is through the website that the lead generation process can begin. The website can be built on any platform, such as WordPress, and so on. For this matter and optimization issues, it’s best to consult a competent WooCommerce SEO agency. The specialists can help choose the right platform for the site and develop a concept for further growth and promotion.
First and foremost, it is important to understand that a lead is not just a potential client or person; it is someone who has taken at least some action — registered, left an email, subscribed to a newsletter, placed an order, contacted a consultant, or done something else. Essentially, these are the people who are interested in something — buying a product, getting advice or information, ordering services, etc. They can vary in terms of their level of interest, financial capacity, age group, and completely different interests. The key point is that the business can carry out different targeted marketing efforts on them.
Generally, leads are classified as “cold”, “warm”, and “hot”. Cold leads are those who are aware of the brand but are not currently interested in making a purchase. Warm leads are those who are slightly more prepared for a purchase, who may leave an inquiry or provide their content, ask questions, and show some interest, which will eventually lead to a sale. Hot leads, on the other hand, are those who are ready to pay for goods or services right now.
What is the purpose of lead generation, and what should you know about it?
While qualifying leads can still be done, it is important to understand why actively attracting them to a brand’s web platform is essential. Even when the process is divided into categories, marketing decisions must still be made to nurture them — from “cold” to “warm” and even to “hot” leads. Why is this necessary? It’s simple because the lead generation process offers several promising benefits:
- tracking spending on advertising campaigns and their effectiveness;
- clear and understandable formation of financial investments in the business project;
- filtering out the non-target audience early on in the process;
- communication with subscribers, consumers, partners, and people;
- a significant increase in conversion rates, which is crucial for promotion;
- guaranteed business income at 100% and much more.
Once a company has collected its database of potential clients or their contacts, it can take action. For example, it’s important to introduce people to the brand, offer specific services, and demonstrate how the company can be useful to them, what problems it solves, and why they should turn to them instead of competitors. Marketing efforts should also include the ability to encourage people to take action. For instance, the website should have a special call-to-action button, and photos or illustrations should be added that would motivate potential clients to use the offered services.
What do leads in sales mean?
Marketers clearly distinguish between “cold” and “hot” leads. Not every client will have the same value, and this is something to pay close attention to. The reality is that not every person will suddenly want to proceed to the purchase process on a website. But if a person is interested, that’s already a huge advantage.
Therefore, businesses must not miss this moment. For example, if someone has submitted a request through the website but decides not to make the purchase, the brand should consider improving or upgrading its offer. Or, if a potential buyer initially decided to activate a free trial period, as is often the case, but for some reason, after trying the product, they decided to leave, it may only mean one thing: the product didn’t meet the client’s expectations, and that’s what led them to abandon the purchase.
In any case, motivating someone to buy is not an easy task. This is where marketing strategies come into play, and they need to be developed individually.