Leads: What are they and why do I need them?

Posted on by Higor Lacerda

Regardless of your business, if you invest time and/or money in digital marketing, you must know very well who is on the other side of the screen, that is, getting to know your target audience. Knowing who your main audience is and with a push of digital marketing is possible to interact with them in the right and effective way, converting them into leads. But after all, what is it?

They are visitors to your site who have provided some personal information (name, email, phone, hobbies and etc.) through a tool (newsletter, form and etc.) in exchange for something of value offered by your company (content, promotions, evaluations and etc.).

By separating the leads from your business, you need to keep in mind the need to nurture them properly and efficiently, increasing the likelihood of converting them into customers so that your business gets the wanted ROI.

“Leads are people who generate some business opportunity by showing interest in the products or services offered by your company.”

Examples of how to identify them:

  • New subscriber in your Newsletter;
  • A user registers for his test version of his software;
  • The visitor who filled out a contact form seeking information;

Considering that everything in Inbound Marketing turns into measurable data, with your target audience it could not be any different. To succeed in digital marketing work fragmentation of your leads is essential in order to develop effective action strategies.

The fragmentation of your leads can be divided into three layers, being demographic information, personalities, and behavior.

Demographic Layer:

Being the most used and oldest among the three, demographic analysis of leads is where you define who is interested in your content, product, or service. In the demographic layer we obtain information of the type:

  • Age
  • Gender
  • Location
  • Income
  • Education

Personality Layer:

Gathering information about the personality of your leads is not a simple job like the demographic analysis. Assign personalities to your leads goes beyond a visit to your site, it may be necessary to create forms aimed at capturing this type of information. In the personality layer it contains information of type:

  • Values
  • About Me
  • Lifestyle
  • Goals
  • Concerns

Behavioral Layer:

The behavioral layer is extremely important if your business aims to increase conversions, this layer is defined by the behavioral analysis in which it can inform you how close your client is to conversion. In the behavior layer it contains information of type:

  • Number of Visits
  • Emails Open and Clicked
  • Social Media Interactions
  • Content Download
  • Plays in Videos

What stages can my leads be found?

The leads that qualify as cold are those that just qualifies as a lead or already have a time with your company, but are not engaged. In some cases, it can be said that he has lost the “will” to make a purchase.

Already lukewarm leads are the ones that are considering that your company can solve your problem. He already has some engagement with his brand, but there are still doubts, where the process of nutrition of leads is fundamental to finally your questions.

Finally, the hot leads at this stage your leads are one step away from making the purchase because they already trust your company and are engaged with your brand.

How do I generate my leads?”

Lead generation is considered by digital marketing companies, as one of the great goals of inbound marketing, which it is related to techniques aimed at attracting and engaging visitors within your business.

The process consists of the creation and delivery of quality content to visitors aiming to arouse their interest, thus developing a relationship between your company and your visitors.

It is worth noting the paramount importance of the nutrition of your captured leads so that the primary objective of every business (that is the realization of sales) is reached.