A lead - what is it and where can you find them? 

A lead means a potential customer who shows interest in your company’s product or service while providing their own contact information. The more leads your business gets, the more your salespeople can eventually turn into actual customers and generate more sales and growth for your business.

For example, a lead can be completed contact form from your site where a potential customer tells them about their needs and asks your business to be in touch with them.

What kind of a lead is beneficial for your company?

It’s important to consider what makes a good lead for your business specifically. Don’t waste the time of your salespeople on people who ultimately dont have the possibility to buy your product.

Let’s take an easy example from housing investments. If you are selling investment apartments with prices averaging 300 thousand dollars an apartment, then your company likely won’t benefit from getting students as leads. A large portion of students are often scraping by and living on a budget anyway, so it’s unlikely that they can afford to acquire a valuable investment house. Thus, in this simplified example, it can be determined that a good lead is a working person. In addition, the age can be defined as 25-60 years and the person to be interested in investing in housing.

Additional information about a person’s financial situation should also be considered. Higher-paid occupations can be defined, as well as job titles when generating a lead. In this way, it is possible to validate how valuable a lead is and to distribute the leads among your salespeople according to their areas of expertise.

How to generate a lead

A lead can only be obtained by aiming for the right target group with a sufficiently large volume. When you see your ad, some of your potential customers will be interested in the additional benefits you offer, or the services of your business. These will eventually become leads to your business.

It’s important to find out the most effective channel for your company to generate leads.

Google

As a rule of thumb, Google can reach your customers who are planning to buy, but in a small country such as Finland, there are very few searches.

Social media

Even if you do Google advertising, in addition to this, we recommend doing additional social media advertising. This way, you can be sure that you’re reaching your entire audience every month and gain more leads.

The ads will direct customers to your company’s website to get to know your services and eventually some of the customers will contact your site and leads will start coming. It is important to trace each lead through analytics and check which channel the lead has come from. You can then invest more of your marketing budget in the channels that work best for your business.

Concrete examples of getting a lead from your website: Leads can be generated on your website in a variety of ways, and it’s important to remember that traffic alone doesn’t bring contacts. A visitor to your website needs to be made a lead by providing the opportunity to contact your business as often and as easily as possible.

It’s easier to acquire a lead if you offer these contact options:

• Chat (a person answering questions on your website) 
• An automated chatbot (chat built with automation, usually made for answering the most frequently asked questions)
• Contact form always at the bottom of the site
• Pop-up, for when a visitor is leaving your site
• Possibility to subscribe to the newsletter

Lead, and the subsequent sales steps

A lead itself does not yet mean a trade, but the contact information obtained from the lead can eventually turn into a sale. The stages of the sale are divided as follows:

1. Lead (person or company who has expressed interest)
2. Opportunity to sell (there has bees a short discussion or interaction with the customer and an offer can be made)
3. Sale (customer has accepted your seller’s offer)

How can I further develop lead acquisition?

We recommend that you first check through analytics how many leads you receive each month per channel. You can check directly from Google Analytics which channel the lead to your business is coming from. This allows you to invest your marketing budget in the more important channels.

Below are examples of the prices of different channels and for what purpose most often each channel is at its best.

Facebook

• The world’s largest social media
• Reaches a large percentage of adult decision makers
• The best channel will improve your company’s brand awareness
• You can reach about 10 000 - 20 000 customers for 100 dollars.

Instagram

• The world’s largest image-focused social media
• If your service is particularly visual, Instagram is a fantastic channel for you
• Advertising is done through Facebook Ads Manager
• You can reach about 20 000 customers for 100 dollars.

LinkedIn

• The world’s largest social media designed for B2B use
• Here you can reach business decision makers effectively
• You can reach about 3000 to 5000 customers for 100 dollars.

Google

• The world’s most most used search engine
• You can reach virtually any customer looking for information about your service 
• For 100 dollars, you get about 100 visitors to your site
• Limiting factor is lack of searches
• If your budget allows you to invest in more than one channel, then Google should absolutely be at the top of your list in addition to social media

How do I get more leads?

Get more leads by reaching your best target audience on a monthly basis and direct them to your website to explore your business services. The aforementioned tips will take you far, but if you have more questions, we at Kubla are able to answer them for you! 

Contact us now if you are looking to improve your business and get more leads quickly.

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