Nowadays, with so many product offerings and competition, leads are essential for sales and, consequently, for the success of a business. After all, they are how you can map out the situation of your potential customers and contact them in a personalized way.
According to a Statista survey on inbound marketing in Latin America, 75% of professionals interviewed stated that converting leads into customers is their priority within marketing.
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So, if this isn’t one of your priorities yet, it’s time to make a change! In this article, you’ll learn what inbound leads are and how to capture, generate, and approach these leads effectively in your company!
Did you like it? Then find out everything below!
What are inbound leads?
Inbound leads are leads obtained through inbound marketing, that is, when a potential customer gives their contact information to a company that offers them something in return.
Leads, in general, mean contacts from potential customers to a company in exchange for a reward. This reward can be some valuable content, rich material or even a discount coupon.
When these contacts reach a company through inbound marketing, they are called inbound leads. In this case, the consumer himself contacts the company and provides his contact information. This contact information usually contains the person's name, telephone number and email address.
How important are inbound leads?
The importance of generating and classifying inbound leads lies mainly in the use of the sales funnel strategy . This strategy determines which stage your potential customer is at. It is from this point on that you must maintain a specific relationship with this lead.
Therefore, both lead generation and approach are necessary for this contact to follow all stages of the sales funnel and finally close the deal with you.
It may seem time-consuming, but this strategy wins more germany business fax list customers with less investment, as it attracts precisely the right people, who are really interested in your product's solution!
Learn more: Selling free courses: Arguments to encourage your leads to purchase
Inbound vs outbound leads
There are two types of leads that can be generated: inbound and outbound. Many people don’t understand the difference between the two, so here’s a quick explanation of each.
Leads inbound
In inbound marketing, leads are attracted passively by the company. In other words, some reward is offered (such as a rich material, e-book, survey, etc.) to the potential customer. In exchange, the customer must provide a contact so that the company can start a relationship.
This allows leads to be more qualified, as those interested in your area of expertise will contact you.
Leads outbound
In outbound marketing, leads are actively attracted by the company. In other words, the company seeks out the contact details of these customers. With this contact information in hand, the company and the product are presented to the potential customer.
You can find outbound marketing in television advertisements and telemarketing calls, for example. These are less qualified leads and require more effort to find those who are truly interested in closing a deal.
Now that you understand the difference between the two, how about learning how to generate inbound leads and how to approach them during your customer journey ?
Lead capture: how to generate inbound leads?
As you have seen, to generate inbound leads you need to provide some reward to your potential customer, after all, your initial objective is to obtain the contact details of people who may be interested in your product.
Therefore, lead capture must be done in a way that offers something of value to your audience. You can use the following formats:
Mini course: you can offer a mini course or live event that has valuable content, but doesn't give away everything. This way, you leave your audience wanting more. The only prerequisite for them to participate is to provide their contact information;
Rich materials: rich materials are e-books , research and presentations on a subject, also with valuable content, that you provide for download. Simply ask for the email address of those interested so they can download them;
Forms: You can also place forms in strategic locations, promising to send interested parties materials or offering more information about your product. You can include this form on your blog or on the main landing page of your website, for example.
With these examples above, you can generate your leads. But that's where the real work begins! After this phase, you will need to organize them to approach them in the most effective way according to their characteristics.
Find out more: How to create a lead capture page? 5 infallible tactics
How to approach inbound leads?
When you get your leads, you also need a strategy to know how and when to approach them. This is called lead nurturing. The most common lead nurturing is done through emails or WhatsApp .
Nurturing will depend on what stage of the sales funnel your lead is in. Each stage should have a sequence of persuasive emails that will take the potential customer through your product’s sales journey.
Therefore, offer more quality content during this journey. Only after your lead shows genuine interest in your product can you start presenting it to them.
Find out more: [GUIDE] What is lead nurturing: from form to conversion
Also check out the video below about Inbound marketing, where we explain a little more about this strategy:
It's time to start generating your inbound leads!
In short, inbound leads are the contacts you get from potential customers through your inbound marketing strategy.
They are very important for your company, because they enable closer lead nurturing, which results in a more lasting relationship between the customer and the company.
And if you want to launch your online course but don't know how to do it, you need to invest not only in your inbound leads, but also in a hosting platform, such as EAD Plataforma ! After all, the user experience when using the product also counts a lot!
EAD Plataforma has more than 1,400 active customers, 2 million hours of content in more than 50 thousand courses.
The Commercial Platform allows you to sell online courses without any headaches, functioning as a virtual store with a shopping cart and available to the public 24 hours a day.
