ONCE THE LEADS ARE GENERATED, HOW ARE THEY MANAGED?
Lead generation is something that must be present in any digital Marketing strategy. Well, it's not that I have to be present just like that, it's that it's essential and necessary that I be present. Basically because the objective of digital marketing is not only to get the famous leads or potential clients, but you also have to know how to manage them. This is the daily work of a digital marketing team, whether through web positioning, internet, email marketing or all three at the same time. And it is that whoever is dedicated to it knows that it is not an easy task to get something as necessary as leads. Without them we are nothing, we need them if we want to sell or hire our services. It will be easier for you to buy or request a service once we have satisfied your curiosity, resolved your doubts and you have begun to trust us. Let's always remember that the greater the number of leads, the greater the chances of generating new customers.
The main idea is to get people interested in our business to become customers of our brand. It will do us absolutely no good to have leads kicked if we do not know how to manage them so that they succumb to our business. Once we have generated leads we have to continue with the process of converting them into customers. This process consists of two steps Lead Scoring y Lead Nutrition.
Of course it is normal to run into the dilemma of how to increase the conversion rate or what means we need to increase sales. This is something that we will see a little later, now we are going to focus on what a lead is and what types of leads exist.
What is a lead and how many types of leads can we find?
A lead is a person who has provided us with their contact information through a form showing interest in our brand. At that very moment, this person becomes part of our company's database. What must be very clear is that a lead is not a client, it is only and exclusively a possible client. If we know how to treat him, we will have the possibility of him becoming a future client of our brand.
We will differentiate the types of leads that exist depending on the purchase phase they are in and the interest they show in our brand.
- Lead cold. This type of lead is in the first phase of the purchase process. It is the moment where our potential customers have a difficulty with a product or service and are looking for a solution that suits their needs.
- Lead lukewarm. The warm lead is one that is in the middle of the buying process. You have shown us interest in our content on several occasions, requesting information or contacting us so that we can solve your doubts. At this point in the funnel, the future buyer will explore all the purchase alternatives that exist in the market to satisfy his need. It is precisely the moment to put the batteries to convince the lead that he is a possible candidate to take into account.
- Lead hot. These are the ones we are interested in who have progressed through the marketing funnel and are now ready to make the purchase. In this third and final phase of the funnel, the lead is about to make the purchase. Here “we will add the rest” and we will use all the strategies that are aimed at convincing you to finish the process.
How leads are managed
The lead generation process is the tactics used to obtain contacts from people who are interested in our products or services. Once we have completed this step, the next step will be to manage the leads.
El lead management or lead management is the technique that consists of effectively dealing with the requests that potential clients send us. Leads are a trace of research, that is, an email, a phone number... everything that is the potential customer's data. The purpose of lead management is to optimize the way leads are treated to improve performance and transform them into customers. In other words, we have to transform leads into customers. A favorable development of lead management attends to the entire period of the lead from its generation until the sale is formalized.
Lead management together with the technique of Inbound Marketing It really resides in a follow-up that is divided into six stages.
Lead Management Stages
- Lead Generation. Generation of advertisements and conversion into interested leads.
- Lead Scoring. Assessment, appraisal and lead scoring. Qualification of leads from a database based on their degree of proximity to the ideal client.
- Lead Nuturing. Preparation of the leads from the beginning to the end of the tunnel, the point at which the sale is closed.
- Lead Distribution. Distribution of leads from marketing to sales.
- Lead Pursuit. Follow-up that is carried out from the sales area to assess the passage of the lead from one stage to another until reaching the purchase.
- Lead Report. Summary to reveal lead management and its results that will later help us to optimize the entire process.
Proper lead management is of vital importance within marketing campaigns and sales processes. It also enables companies to offer content, services and products in a personalized and segmented manner.