Lead is a person who is willing to share their personal information (name, email address, phone number, etc.) with the product or service provider. Oftentimes they give it in exchange for a piece of content, information about new products, or sales.
Lead does not necessarily become a customer but they are more likely to become one than a random visitor.
In order to attract leads, companies use lead generation techniques, for example:
- creating lead magnets (case studies, checklists, statistics, reports, webinars, etc.)
- blogging
- offering a subscription to some pieces of content
- attending events, giving interviews, becoming a podcast guest
- creating email newsletter
However, lead generation will mean nothing if a brand can not turn them into paying customers. Once you have got the lead’s email, you can do the following to win them as customers:
- send personalized content based on their searches and the reason for becoming a lead
- communicate products’ or services’ value through relevant blog entries
- follow up through emails or calls. However, do not initiate the call right after they entered their data (if it was not a call request)
- provide a good lead magnet. Otherwise, they will lose trust and interest in your brand and never come back
