Becoming a lead doesn´t happen by chance, nor does it mean you´ll receive a discount off your next purchase. It has nothing to do with this and yet, it has everything to do with it.
The lead could be you, me or your work colleague. It could be your partner or that stranger that you run into everyday on the underground. A lead is the information that any user gives to a company in exchange for something. Imagine that you want complete access to information about a certain topic, to read an e-book, to get a discount or even to participate in a prize draw…so you give your name and e-mail address. This is the lead.
Compelling and eye-catching content is created on social media to encourage person “x” to access the site to find out more. In return, they must submit personal information. Brands and businesses already have information about potential customers. But how can they find out even more? When a customer is not yet convinced about making a purchase, they are known by the online marketing term as being at the “Top of the funnel”.
This uncertainty does not mean that the customer won´t return to find out more about a product or service. Seeing as they have already signed up, it´s now up to the business to keep track of them to find out what they are interested in. Therefore, proposals, promotions and offers corresponding to their tastes are sent to them to eventually convert the person into a MQL (Marketing Qualified Lead), meaning that it´s very likely they will end up making a purchase.
How do we know when the lead is on the verge of making a purchase?
Whatever the company´s objective, when a lead is close to making a purchase we call them a SQL (Sales Qualified Lead). We already know that they are interested in purchasing the product because they have given over even more information (telephone number, address…) to order a product sample, for example. Imagine that the business is a car dealership, the SQL would be someone who requests a test drive or an appointment with the sales representative.
Finally, the end of the funnel is reached:
Of all the people that become leads due to the daily content presented on social media, only 5% reach the finish line and make a purchase. This means that our action has a 5% conversion rate. And how much is invested into each sale? We´ll have to calculate the CPL (Cost per Lead): imagine once again that we are selling cars, we would have to divide the total amount that we have invested into the campaign by the number of vehicles sold.
Does it all make sense? You could become a lead when you decide to download a pdf, when you show interest in shoes online or when you ask to receive offers from your favourite brand. We are all leads. The mission of the influencia.online team is to get to know you so that together, we can create the perfect lead.