What are leads in marketing and how to generate them?


If you are very interested in digital marketing, and taking into account that it is becoming more and more trendy and more people are turning their businesses in that direction, you should know what leads are and why they are so important nowadays.

Phrases like “generate leads” or “convert leads into customers” are often heard (and read), but what is a lead? What are they for? How to work with them? We would like to talk to you about all of this and much more below.

What is a lead?

This strange term, which can get many people’s heads spinning, has a very easy to understand meaning. If we analyse what it refers to, we realise that a lead is actually a person. A user. But not just any user.

Imagine that you enter a website because you are looking for a product. That is, you still don’t know if you are going to buy it or not, if you are interested or not. Well, all this turns you into a lead, or in other words, a potential customer. The mere fact of entering the online shop means that you are already in the initial phase of a purchase cycle.

Buyer taking off the card from the wallet
A lead can be defined as a user who is considered a potential customer or a person who could complete the whole purchasing process of a specific product

Therefore, a lead can be defined as a user who is considered a potential customer or a person who could complete the whole purchasing process of a specific product (or service).

That is why the phrases that we mentioned before that you hear (and read) have a lot to do with potential customers, or just customers, not only for online shops, but for any website on the Internet. For example, a newspaper will be looking for a lot of readers; a blog the same, a gaming website will be looking for a lot of gamers playing games…

Why leads are important?

Although this is more than answered in everything we have said before, the truth is that, nowadays, it is more and more important to get leads. Bear in mind that we are increasingly saturated with information, shops… The ease of creating websites, as well as the rise of e-commerce has meant that more and more entrepreneurs are turning to Internet networks to invest in their businesses. And that means reaching potential users, or leads.

According to the experts, the Internet is going to change our shopping habits, and it is already doing so. More and more people are buying online because they prefer to save money and have it delivered to their homes (even if it is more expensive, the fact that it is delivered to their homes is a plus). This is why leads, or potential customers, will determine the success or failure of a website. Because, if you don’t have an audience, how are you going to go ahead offering something that nobody is interested in?

Types of leads

Some marketing experts determine that there are three types of leads to consider. They can move from one level to another, but almost all leads that come to a website can be categorised into them. They are.

Cold leads

These are those users who arrive but do not have a stimulus to buy. In other words, they are simply curious to see what they see. It’s like when you go to a shop to “look”. If you end up buying something, it is because you go from being a cold lead to a warm lead and from there to a warm lead. But if you leave with nothing, or just information, then you will still be cold.

Warm leads

These are users who are somewhere between cold and warm. They know what they need or want, but they have not yet taken the final step to purchase and are still evaluating whether it is really what they want or if something else is better.

Warm leads

These are those users who are ready to buy, who have researched and know what they want to buy, so they will do it or, if they can’t do it by themselves, they will look for you to help them complete the purchase process.

How to generate leads?

Can you generate leads and is it possible to create them? Yes. And no…

In order to generate leads it is necessary, first of all, to know who you are targeting. In other words, we are talking about knowing who the product or service you are offering is for. Because, in that way, you will be able to establish a marketing strategy to reach those people and, then, yes, generate leads.

And how do you do that? We give you the keys:

All of this will help you reach potential users who, if they enter your website, will start the process of converting them into leads. Of course, not everyone who enters will convert from potential customers to customers, so keep this in mind.

Engaging content

And how do you get them to convert? By making them fall in love with what you offer. Both the design and the texts must be focused to generate a reaction, if possible positive, in them. That’s why you should take good care of what you give them so that they follow the conversion process.

A personalised treatment

This is becoming increasingly important. The fact that Internet businesses are booming means that there is more competition. But if you manage to give them something that others don’t offer, they will prefer you over others.


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