A lead is a demonstration of interest by a potential client, thus representing a business opportunity.
Lead generation is therefore the conversion of people who somehow got your brand, into potential customers.

How to create leads?
Blog
The blog is the main tool of Content Marketing and that enhances Inbound Marketing.
The production of relevant informative content through this tool, attracts more visitors to your website, thus constituting an opportunity to capture leads. However, it is important to bear in mind that in order to transform these visitors into leads, it is necessary do define CTAs (click-to-action), which allow for greater relationship with the visitor (for example, the inclusion of contact forms).

Free Trials
The availability of free trials is a practice widely used in the acquisition of leads.
The offer consists of providing, for example, a free trial period of a certain product or service, or a certain tool with limited functionalities, on condition that you fill in a form or create an account with contact information.
By this way, the provider of that product/service can easily contact the user to try to sell the paid or the more complete version.

Online Advertising
Creating paid ads (such as through Google Ads or Facebook Ads) is a good tool for capturing leads. In addition to offering the possibility of creatung specific forms, through these channels it is possible to direct the communication in a very segmented way, thus providing greater precision in the direction of the content.

Email marketing
Email marketing, through the use of the contact base to send messages and personalized offers, is a great tool to improve the relationship with the lead.
Try to send emails segmented according to the profile of each contact, and avoid sending unauthorized communication.

How to nurture leads?
Lead nurturing refers to building customer engagement, in order to gain their trust and enhance the purchase action.


1. Define a persona
The definition of a persona, as it is based on the representation of your ideal customer, will be an important tool in defining the communication strategy.

2. Define the contents
Once the persona is defined, adapt the contents you will use in your communication to its characteristics.

3. Set a calendar
Setting a calendar will allow your content to be published and disseminated at the right time to the right person.

4. Produce the content
Once the timing has been defined for each publication, start thinking and producing the content so that, when the time comes, you have all the necessary content to start the communication.

5. Analyze results
The analysis of results is an essential step in every strategy or action. Track the performance and results of your action and analyze whether any changes are necessary.

Also read: Small and medium enterprises bet on digital transformation

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