Picture this: you’re partway through a marketing campaign and notice someone has liked a few of your social media posts. Then you notice that the same individual has signed up for a webinar. Before you know it, they make it to your mailing list!
What do you call this type of individual? They haven’t technically bought any of your products or services, but you can tell they are interested.
This is a marketing lead.
What is a Marketing Lead?
A marketing lead is a potential client who has shown interest in your company’s products or services. These individuals or businesses will have engaged with your brand in different ways, from commenting or engaging with your social media to giving their email to receive a free guide.
They are strangers who are interested in biting the bullet and going with you, open to being persuaded, but they haven’t bitten just yet. It’s the perfect sweet spot to ramp up marketing and push them to make a decision.
What makes someone a marketing lead?
A marketing lead is the bridge between awareness and conversion. They know that you exist and have shown interest, but haven’t committed to buying just yet. When someone chooses to engage with your content, they are opening the possibility of being sold to.
There are various levels to marketing leads. For example, the closer someone is to buying your product or service, the ‘warmer’ they are.
What happens after a lead is generated?
Different organisations qualify and prioritise leads differently, with the overarching theme being the likelihood of those leads becoming clients. This process identifies budgets, decision-making authority, and a timeline for making purchases.
These leads can then be scored by their likelihood to purchase, with a higher score indicating a higher chance. This helps you decide who is most important to nurture and move down the purchase funnel.
How do I generate leads?
Leads are generated in various ways, but most simply put, via a basic exchange. You offer something of value (for example: an informative blog, helpful tools or insights), and in return, a potential lead is likely to give their contact information and permission to reach out (which is where the magic happens).
Here are some of the most common ways leads can be generated:
- Lead magnets: downloadable resources such as templates, tools, checklists, booklets, and more that require an email address to access.
- Webinars: free informative content that requires an email for sign-on
- Content and SEO: providing free, valuable, organic content so that when visitors stumble upon your page, they are more likely to stick around.
- Email marketing: creating tempting offers to keep visitors engaged after they have provided their email address.
Generate leads with Daffodil Marketing
Make your offer one that cannot be missed with Daffodil Marketing. Whether you need a hand with ranking high on search engines or want to create a powerful campaign that’s sure to convert those leads into customers in and around Sheffield, we can help! Reach out to our team and let’s chat over a coffee – yes, on us!
