How do Leads work?

Reading Time: 6 mins. 12/09/2018

In today's article we will talk about a very important issue nowadays, the leads, this term refers to users who have given their data to a company and, as a consequence, it will become a contact for its database and in this way the organization will be able to interact with them.
Nowadays, companies are constantly struggling to get a solid database, in order to reach more people, whether they are clients or to attract new ones. For this reason, it is so important to get leads, even if we must not forget a previous phase: subscribers.
It is important to differentiate between Leads and subscribers. Last one refers on the users who have only provided their email and have agreed to receive the contents published by a hotel (through a newsletter, for example), and can also be offered indirectly downloadable content to become leads.
To understand it better, we refer to the leads to those contacts who have left their data through one of our landing pages in exchange for content of interest. For what they end up, voluntarily, forming part of our database. It is very important not to lose sight of these users as they are considered potential customers of our product or service.

We should begin a nurturing process in order to continue maintaining the attention of these users until we convert them into customers through the construction of value relationships with them, being the link between consumers and marketing and sales, as well as accompany them during their purchase process.
There are three types of leads depending on which stage of the purchase cycle they are:
At this point it is still in an early stage of the purchase cycle, at this time it is considered a cold lead that is not yet ready to finalize the purchase, so we must take actions to help you move forward in the process.
In technical terms, this phase is called TOFU, where the leads are at the top of the funnel, where the content, usually disseminated in post format, is created to attract as many visitors as possible. Identify what they need, since their need is still not clear.
Marketing Qualified Lead (MQL):
In the next phase, known as "Marketind Qualified Lead", which has already become a contact that has been identified as part of our target audience and has high possibilities to become a customer.
In this phase the user already knows their needs and is looking for a solution, in our case if the clients are going to choose our hotel or not, so our fundamental role in this process is to get them to take us into account as a possible solution.
We know this second stage of the funnel as MOFU, it is already in the process of conversion, and users have already discovered what they need so they slide down the funnel until they reach the middle part.
Sales Qualified Lead (SQL):
This type of contact is in the final part of the purchase cycle, stage called BOFU. This lead is a fundamental piece in our process, since it is ready and has taken the decision to value our products or services to meet your needs. At this point of the stage we must close the sale through direct offers on our hotel through direct discounts, room offers, etc.
This last stage (BOFU), is in the narrowest part of the funnel, only get to reach this point, users who after the visit, have considered us as a best option and are already interested in our sales.
Attracting and capturing a lead is just the beginning of our sales process. To complete it, we must implement techniques that will help us convert those users into final customers. Therefore, after understanding the different stages that the lead has, it is essential to know where it is in order to perform a better segmentation.
To do this, ask yourself three key questions:
1. What buyer person represents?
2. What offer has been downloaded?
3. What other actions have you carried out within your website?
Once we have responded to these approaches, it will allow us to understand in general terms what are the main needs of each user and how to propose a strategy focused on offering utility to our contacts.
To develop these approaches well, it is necessary to rely on two complementary techniques for a better understanding of the leads:
Lead Nurturing
As we already mentioned during the beginning of the post, lead nurturing is a technique based on the creation of valuable relationships with users to help them advance through their buyer's journey. How to get this? Delivering the right content to the right person at the right time, but taking into account and be careful with sequenced email chains.
In our pill "Key points on the digital buyer journey", it explains the trajectory that users must do since they decide they want to go on vacation until they reserve their hotel and what are the key elements for its operation so as not to saturate the users.
In order to achieve the key to the success of Lead Nurturing we have to decide the contact segment to address, establish the main objective of each process and design and implement the sequence of communications or "workflows".
Therefore, it is very necessary to create personalized and contextualized content to what we want to disclose to our users. It is not as simple as calling the user by name, but understanding what phase of the cycle is, as we have explained, to offer content that can maintain interest and make a decision.
It is necessary to understand that Lead Nurturing may require the use of Marketing automation techniques, in order to speed up and improve the management of the communication process, as well as to measure and consider the results.
Lead Scoring
Lead Scoring is a technique that can provide us with many benefits, such as measuring both the degree of interest of a user to our services and the fit within the profile of our ideal client. We assign a value or score to each of the leads in the database based on the contact data we have and the level of activity with our brand. For this, we establish a summation system that evaluates the quality of the lead.
So, systematizing an effective lead scoring will help us differentiate and prioritize contacts with greater possibility of conversion, in order to develop strategies designed for these clients.
These mentioned actions are applied to the different types of existing leads, LEAD, MQL and SQL. In this way, understanding well in what phase we are and what technique we want to apply, we will be able to send the right content at the right time to the perfect user to be able to capture it and decide to stay with our hotel.