What is a lead in sales and lead generation

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Having a quality website and a large number of visitors does not necessarily mean that they will all immediately become your buyers. Sales are a complex process that requires attracting, motivating, and encouraging users to take action. In this article, we talk about working tools for attracting leads.

What are leads in sales
In simple terms, a lead is a user who has visited vk database a website and left their contact information: phone number, email address. This is a potential client who has expressed interest in a product or service.

Why collect leads? A client base is a resource that can be converted into sales. Leads can be consulted over the phone, sent useful materials, great deals, information about discounts and promotions. Unlike a "cold" client, a lead will perceive messages and calls normally, since they have shown interest in your offer and left their contact details.



How lead generation works
Lead generation is the process of attracting users who have shown interest in a service or product. Pay attention to the following aspects to achieve the desired results:

Advertising channels. Visitors can get to the page through organic search, so it is important to work on content and SEO optimization. Visitors can also come through advertising, whether it is targeted, contextual, media or cooperation with bloggers. In order to understand which traffic sources bring more leads, it is necessary to use web analytics tools.

Quality of contact information. Not all website visitors will necessarily be useful and convert into customers. People like “non-target leads” are not a good fit for the target audience and are not potential customers.

Preferences of the target audience. If someone is more accustomed to using email, then we should motivate such visitors to leave their email. And if someone prefers calls, then we collect phone numbers. Of course, it is impossible to determine in advance which lead generation method will be the most effective. Therefore, it is important to try different approaches and options.

The degree of complexity of the product. If the service is unique and expensive, more communication with the user will be required to make a purchase.

Competitors' activities. You can take a look at your competitors' websites to see how they collect leads.

Site status. Convenient usability, quality content and attractive design. Lead forms will not be available on an outdated and inconvenient resource.

Ways to effectively obtain user contacts
Lead magnets. Something profitable, useful and free for the user in exchange for his contacts.



Chatbot. A virtual assistant that consults website visitors, maintains communication and schedules consultations.



Subscribe to the newsletter. You can send interesting materials, company news, articles.



Quizzes and tests. Users answer questions in the test, and at the end they are given a form to fill in contact information and a bonus in the form of a discount or other advantageous offer.



Pop-ups. Pop-up windows suddenly appear on the screen, urging the user to leave their contact information. They use an unexpected effect. It is important not to overdo it with the number of such windows and to provide that they can be easily closed without causing irritation to the site visitors.



Callback. The widget encourages the user to share their phone number. It does not appear immediately, but when the visitor is already more interested. The visitor specifies a convenient time for him to receive a consultation, after which the manager calls to answer questions, consult or offer to purchase a product or service.



How to calculate the cost of a lead
In the marketing field, there is a concept called Cost Per Lead ( CPL ) – the cost of one lead. This metric helps adjust the strategy for attracting clients.

Cost Per Lead = cost of acquisition / number of leads.



How to Convert Leads into Sales
Filter out irrelevant leads.

Contact your warm audience via phone, email or messenger.

Inform each client about promotions and discounts, share useful materials, and provide consultations.

Work with objections.

Provide assistance when making a transaction.

Conclusion
It is important to remember that effective lead generation requires constant work on improving sales processes and paying attention to the needs of potential customers. Companies that successfully carry out lead generation have the opportunity not only to increase sales, but also to improve customer interactions, which contributes to the development of the business as a whole.