How lead generation works

Experienced businesses often run loyal customers and word of mouth. A start-up business must first of all make itself a stream of customers, organize a trickle of profit. According to marketing funnel theory, customers are the “leads” you've convinced to make a purchase. Therefore, initially you need to build a stable influx of leads, incoming applications. This process is called lead generation.

In this article, we will analyze what auto lead generation is, what a lead is, what are the advantages and disadvantages of lead generation, where and how to use it - with specific examples.

The word "lead", capacious and strong, has replaced the similar expression "potential buyer". At the same time, the lead is not just “interested”. And these are not all potential buyers of planet Earth from 18 to 70 years old. In general, a person becomes a lead after he has left you contact information or got in touch. To do this, of course, he first saw your ad or somehow found out about you. And it worked. He became interested in the offer and expressed a desire to make a purchase.

Not every lead becomes a customer. Buying is the next step in the sales funnel. At the purchase stage, the lead is processed by other tools. In this article, we discuss ways to generate lead.

So, the one who bought is the customer. Whoever saw our ad is not a lead. The one who called to find out the prices ordered a call back, a free consultation - a lead. With him already goes 1.

Lead lassification

Cold leads - they were once interested and gave their contacts, but now they are not ready to buy, they do not have money, or their need is not formed. For example, a person liked the presentation of your sales video course, they signed up for a newsletter, but they are busy or quit sales now.

Warm leads - have a formed need, they have studied your advertising offer, among others, and come into contact with the seller. For example, he called or wrote to you in the messenger, asks questions about the course, or left a request on the website.

Hot ”leads - ready to buy, and only from you. The choice is made, the person leaves an application and prepares the money. Don't miss it!

Hot leads need to be handled correctly, not to forget about them, otherwise they will cool down. In other words, if the application remains unanswered, the person can go to another company. Cold leads need to be “warmed up”: let them read your newsletter, blog, subscribe to social networks. Over time, they will mature to a purchase or at least an application.