The concept of «lead» is interpreted in different ways. Someone calls contact information about a user who is interested in a company’s product or service as a lead.
And for some, the lead is the potential customers themselves. In both cases, the lead is a potential, but not yet completed transaction. This is an opportunity for the marketer to convert a user with an increased interest in the product into a real buyer. The conditions under which a site visitor turns into a lead are different for each company. Depends on goals and objectives. For some it’s a phone call from a customer, for others it’s a visit to a pricing page.
How does a website visitor become a lead?
A user becomes a lead when one of the following conditions is met:
- Visited a page with a product, tariffs and became interested in the offer (as a rule, this is evidenced by a long stay on the landing page).
- Needs the services of the company, that is, falls under the criteria of the target audience.
- Made a call, emailed.
- Requested a call back.
- Subscribed to the company newsletter.
Lead generation deals with obtaining these targeted actions, encouraging website visitors to take them, as well as finding and collecting contact information for potential customers who have not left contacts.
Why you need lead generation
The main task of lead generation is to convert just website visitors into potential customers, to get the maximum number of leads (regardless of which tools were used). That is, turn traffic into conversions. Let’s say a user goes to a company’s website. The task of lead generation is to make this user become interested in the product, leave their contacts, register, etc. Lead generation can also be responsible for attracting people to the resource pages. Another challenge is to improve the quality of applications. That is, to minimize the number of pseudo-leads and maximize the number of real customers.
Who needs lead generation
First of all, lead generation is needed by commercial companies engaged in direct sales of goods or services. After all, the profit depends on the number of applications left on the site. But often non-commercial resources also resort to this marketing tool. For example, news sites that need to expand their audience. In this example, the lead will be a newsletter subscription.