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Qué es un lead y por qué son vitales para tu negocio - Gestion.Org Saltar al contenido Si no sabes qué es un lead estás perdiendo posibles clientes, o lo que es lo mismo, estás perdiendo dinero. Si tu empresa es online o también tiene una versión web, necesitas aplicar una estrategia de generación de leads. La competencia en cualquier sector es altísima por lo que el esperar que una persona vaya a comprar un producto o servicio nada más entrar en tu web no es real. Antes de comprar, cualquier usuario busca información, compara e intenta encontrar cuál es la mejor opción para él. Pero, ¿qué ocurriría sin ese tiempo que está buscando información nosotros le acompañásemos? Podríamos enseñarle aspectos estratégicos de nuestro sector, cuáles son las dificultades que se va a encontrar o qué debe valorar a la hora de elegir. ¿No crees que todo eso puede hacer que esa persona te compre a ti? Efectivamente, gracias a toda esa información que le hemos proporcionado, esa persona se ha decantado por nosotros y ha pasado de un posible cliente a una persona que ha pagado por nuestros productos y servicios. ¿Quieres ganar más clientes? Pues no dejes de leer este nuevo artículo de Gestion.org
¿Qué es un lead? La traducción de lead al español nos aporta ideas como «ir a la cabeza», aventajar» o «ir primero». En cambio, en periodismo se denomina «lead» al primer párrafo o entradilla de una noticia. Pero, ¿qué significa lead en marketing? En marketing la definición de lead se refiere al momento en que una persona introduce algún dato suyo en un formulario de suscripción.
¿Por qué son importantes los leads? Cuando una persona introduce sus datos en un formulario significa que quiere establecer otro tipo de relación con nosotros. Hemos llamado su atención a través de nuestra estrategia de contenidos y nos hemos ganado su confianza, lo que le lleva a dejar sus datos. Acabamos de ganar un posible cliente. Al rellenar el formulario, pasa a formar parte de nuestra base de datos, por lo que ya tenemos una vía nueva de comunicación con esa persona. Ahora, a través del email marketing iremos conociendo más sus necesidades y profundizando en nuestra relación. El objetivo está claro: convertir a un posible cliente en un cliente real.
Tipos de leads en marketing En marketing se denomina sales funnel (embudo de ventas en español) a todo el viaje que va realizando la persona desde que se convierte en lead hasta que llega a ser cliente. Este viaje por el embudo nos permite clasificar a los leads de 2 manera distintas:
1. Lead fríos vs lead calientes La temperatura del lead viene determinada según lo predispuesta o preparada esté la persona para efectuar la compra. Lo vemos más claro en los ejemplos.
Cold leads : un lead frío es aquella persona que se acaba de dar cuenta de que tiene una necesidad pero que todavía no tiene claro cómo cubrirla. Esta persona está recabando información, comparando e intentando averiguar cuál es la mejor opción para ella. Todavía le falta tiempo para pulsa al botón de comprar.Hot Leads : lo contrario. El lead caliente es la persona que ya tiene claro lo que necesita y está preparada para efectuar la compra. Hay un tercer elemento que sí se debemos mencionar aunque no es un lead en sí mismo. Nos estamos refiriendo a los corregistros. Corregistro: son personas que al participar en una promoción aceptan que sus datos se puedan introducir en las bases de datos de empresas o terceras personas. ¿Y esto es un lead? Hay personas que sí clasifican al corregistro como un lead, pero en nuestra opinión no es así. Aunque es cierto que hemos captado un nuevo registro, esa persona no ha demostrado un interés por nosotros. No está ni siquiera cerca del embudo de ventas. Aunque si quisiésemos seguir denominándolo lead, este ya no sería ni frío, sería helado.
2. Leads según el embudo de ventas La clasificación anterior todavía se puede precisar más ya que podemos definir al lead según en qué momento está en el embudo de ventas.
1. Leads Acaba de ingresar en nuestra base de datos por lo que está en el Top of the Funnel (parte de arriba del embudo). Para que continúe interesándose por nosotros y nos vea como la opción ideal para cubrir su necesidad deberemos seguir aportándole valor a través del email marketing.
2. Leads cualificados para Marketing (Marketing Qualified Lead) Este tipo de leads han avanzado un paso más en el embudo. Ahora están en Middle of the funnel porque estamos comprobando que sí están abriendo nuestros emails e interactuando con el contenido. Hemos conseguido mantener su interés.
3. Leads cualificados para la venta (Sales Qualified Lead) El lead ha dado otro paso más y ya está en la parte final del embudo (Bottom of the funnel ).
¿Qué es el lead nurturing? Si te fijas cuando hablamos de los leads que están en la parte de arriba del embudo mencionamos que debíamos aportar valor. Y esto es a lo que se denomina «lead nurturing». Al empezar a formar parte de nuestra base de datos tenemos la oportunidad de enviar a ese suscriptor más información valiosa y personalizada . Ese es el secreto que hará que nuestro lead avance por el embudo y al final compre. Para lograrlo es muy importante tener bien definido a tu buyer persona y crear listas de suscriptores segmentadas. Así toda la información que mandemos irá enfocada según sus gustos y necesidades.
La generación de leads al detalle Ahora que ya tenemos claro qué es un lead y por qué es importante (no olvides que es un posible cliente) hay que entrar en un terreno más práctico.
Cómo conseguir leads: la base de todo Ahora te vamos a mostrar lo que sería una estrategia básica de captación de leads. Luego iremos más al detalle y os enseñaremos algunos trucos.
1. Conseguir tráfico Esta primera parte es crucial. Si a tu web no llegan visitas será muy complicado poder conseguir leads. En esta primera fase debes considerar el crear una estrategia SEO y SEM.
2. Marketing de contenidos El marketing de contenidos es otra forma por la que vamos a conseguir atraer visitas ya que también podremos posicionar en buscadores nuestras entradas. Pero ahora nos estamos refiriendo al marketing de contenidos en otro sentido. Ahora que ya están entrando personas en tu web tienes que ofrecerles algo que les merezca la pena . Algo que les llame la atención y les aporte valor. Lo primero que les tienes ofrecer son contenidos útiles y que les ayuden a resolver problemas que puedan tener. Si tus contenidos son muy buenos no dudarán en suscribirse. Otra estrategia que forma parte del marketing de contenidos es el lead magnet. Un lead magnet es un infoproducto gratuito que ofreces a los lectores a cambio de que se suscriban. De nuevo tendrás que crear un producto con mucho valor y en el que el lector perciba que le va a suponer un gran beneficio.
3. Redes sociales Las redes sociales son muy buenas para la captación de leads. Pero si hay algo que destaca son los concursos o sorteos. La persona a cambio de suscribirse optará a conseguir un premio que tenga que ver con tus productos o servicios.
4 trucos para generar leads Ahora que ya tienes la base, vamos a dar otra vuelta de tuerca y vamos a ver otro tipo de recursos más concretos que te van a ayudar a captar más leads.
1. Las CTA Las call to action o llamadas la acción funcionan. Aunque te pueda parecer imposible una palabra puede conseguir que una persona introduzca sus datos en un formulario. Usa palabras cotidianas y sencillas.
2. Formularios de suscripción optimizados No se trata de poner pop-ups todo el rato y a cada momento. Lo único que se consigue así es molestar al usuario. Lo que tienes que hacer es introducir pop-ups personalizados. Gracias a plugins especiales podrás conseguir que se lancen distintos pop-ups según el post en el que entre la persona. Captarás más leads porque ofrecerás un contenido mucho más personalizado.
3. Content upgrade Aquí combinamos la creación de un lead magnet con nuestra estrategia de contenidos. Se trata de crear lead magnet más pequeños y que complementen a un post que hayamos escrito. Si la persona está leyendo esa entrada es porque le interesa por lo que no debería extrañarnos que no le importe dar sus datos a cambio de obtener una información más profunda sobre el tema.
4. Landing pages En español páginas de aterrizaje. Son páginas especialmente diseñadas para favorecer que la persona introduzca sus datos y presione el botón . De la misma manera que antes te decía que las palabras son poderosas, sin duda el diseño también lo es.
Otros términos importantes a la hora de captar leads Dentro del marketing hay una gran cantidad de terminología, por lo que nos parece interesante que también conozcas estos otros conceptos que se manejan a la hora de hablar de leads.
Ratio de conversión Concepto muy importante en la generación de leads. El ratio de conversión se refiere al tanto por ciento de personas que hemos conseguido que realicen la acción deseada. Se calcula dividiendo el número de visitas que recibido la página en un tiempo determinado entre el número de conversiones.
Coste por lead o Pago por Lead (CPL y PPL) Se refiere a la cantidad de dinero que nos cuesta conseguir cada lead. Aquí habría que englobar los gastos como pagar al diseñador de la landing page, al copywriter o si hemos realizado una campaña de publicidad. Solo hay que dividir la inversión realizada entre el número de leads conseguidos.
Lead scoring Se denomina lead scoring a la estimación que realizamos acerca de un lead. Cuando se capta un lead se valora en qué parte del funnel de ventas se encuentra.
La generación de leads como modelo de negocio Hemos dejado para el final un aspecto de este tema que también es muy interesante. Un lead es un posible cliente, una persona a la que tenemos muchas posibilidades de venderle un producto o un servicio. Por eso la captación de leads es un proceso muy importante en cualquier empresa. Tanto que hay personas que han creado un modelo de negocio en torno a esta idea. El modelo de negocio de la generación de leads consiste en que una persona o empresa se dedica a captar leads de un determinado sector para luego venderlos a los negocios que puedan estar interesados. Seguro que habrás visto por internet páginas en las que a cambio de introduces tu email te ofrecen recibir las mejores ofertas por un servicio o producto que necesitas. En un ejemplo lo vemos mejor. Imagina que necesitas contratar un fontanero. Al navegar por internet encuentras una web que te ofrece los mejores servicios de fontanería de tu zona. Tu introduces tu email. Acto seguido la web lo que hace es ponerse en contacto con empresas de fontanería de tu ciudad, los que paguen obtendrán tu email y podrán hacerte llegar una oferta.
¿Quieres saber más?
Conoce otros modelos de negocio en esta post especial que hemos creado y averigua todas las formas que puede tener tu proyecto.
Claro que quiero leerlo .
¿Qué te ha parecido el lead marketing? Como has visto, en el artículo no solo hemos querido explicarte «qué es un lead» . Nuestro objetivo era que comprendieses la importancia que tiene que captes leads y que establezcas una estrategia para conseguirlo. ¿Crees que nos hemos dejado algo en el tintero? ¿Hay algo que no te haya quedado claro? No dejes de contárnoslo en los comentarios.