A lead is someone who learns about your brand (attention) and shows first interest. We can differentiate between cold leads, this can be for instance someone who visits your website, follows your social medial channels, or signs up for your newsletter. Or hot leads which can be for example someone who not only subscribes to your newsletter, but also opens and reads the newsletter and clicks on the calls to action (COT) (meaning links) in your emails.

The objective should be to deepen his interest and to generate desire for your products or services. In practical terms this means to get him to look at your products/service page, to click specific products/services or to send a contact/service offer request.

Relationship marketing focus: the first step (if the lead did not yet) is to get him to sign up for your marketing channels such as your brand’s newsletter. A way to do this is to offer interesting content related to the sector you operate in. At this stage, to get him on board it is better to ask for as little mandatory personal information as possible. For instance, just ask for his email, nothing else yet. Asking for a lot of information creates barriers to sign up and all you want at this point is to get him on your marketing list. Once he is on your list you can still try to get to know him better to be able to show him offers and content that are more relevant to his needs or preferences. Particularly useful tools to do this are for example gated content or follow up emails with quick surveys.

  • Gated content means content which is not publicly available but only accessible to a specific user group, for example to those who sign up and provide additional personal information. Here it is important to offer content which is of value to your lead and which they are willing to trade their information for.
  • Another tool to get to know your client are quick surveys which can be send through a follow up email once they signed up for your newsletter. In this survey you can simply ask them to fill in additional information about themselves to provide them with content that better adjusts to their preferences and needs.
  • The more you know about your lead, the better you can personalize and adjust the content and marketing information (e.g. product/service offers) which you are sending to them. This increases the likelihood that they will generate a desire for your products/services and finally convert into customers.