What exactly is a lead?

Before we begin, we must keep in mind that generating leads has become one of the main objectives when it comes to digital marketing strategies, both for B2C and B2B clients. If you’re wondering what exactly a lead is… read on!

A lead in marketing and sales is a user or company that has shown interest in a product or service and has provided contact information in exchange for something: filling out a form in exchange for downloading an e-book, subscribing to a newsletter… in short, obtaining the data of a potential customer.

Leads are the backbone of an effective marketing strategy and are crucial for facilitating the sales process for companies and reaching the user as closely as possible. Today, user data is more valuable than ever because it has become not only a strategic asset for companies, but also a financial one.

What data should be taken into account?

1. Predicting user behavior: Knowing what a user has done, viewed, or purchased will help predict their next steps and interests.
2. Monetization: Large companies like Google, Meta, and Amazon use data to display personalized advertising and turn it into sales.
3. Hyperpersonalization: Offering tailored experiences that increase conversions, capture user attention, and build customer loyalty.
4. Algorithm control: Artificial Intelligence (AI) is already part of our lives, recommending things we’re interested in or things we’ve previously searched for. Therefore, it requires large volumes of data to function in an increasingly personalized way.
5. Market control: Companies with a large amount of leads or data can dominate niche markets.
6. Buying and selling data: It’s increasingly common for companies to value their data more than their market value. Why? The data they hold. When a company buys user data from another company, it’s buying access to audiences ripe for impact.

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Optimize your landing page before launching a lead capture campaign

When it comes to lead generation, attracting traffic is only half the battle. The real challenge lies in converting that data into qualified contacts, and our landing page will be the most important point in the funnel.

Steps to optimize your landing page

1. Page load time: Users wait no more than two seconds for a page to load and open, so landing page load time is crucial. To achieve this, we should avoid dark background colors (such as black or dark blue) and avoid including large images or videos.
2. Responsive optimization: The landing page should be displayed correctly, simply, and clearly on mobile devices and tablets, not just on laptops or desktops. As we mentioned earlier, loading time should be fast and adapt to all devices.
3. Clear and direct proposal: headline, subheading, and download button.
   • Choose a headline that tells in one sentence what you “sell” and that is eye-catching.
   • A supporting subtitle with a brief explanation using clear benefits, such as: “Save on your electricity bill.”
   • A button with a powerful call to action or CTA. Use action verbs like “Download now,” “Free download,” or “Request a demo.” It should also have a standout color and format and be located at the top of the page, so it’s fully visible without having to scroll.
4. Simple and visible form: The less information we ask the user for, the easier it will be to get the lead we’re looking for, since the more fields the user has to fill out, the fewer conversions we’ll achieve. Include the minimum fields necessary for your ultimate goal. But why does this happen?
   • We are increasingly aware of privacy, distrustful of negative experiences, and other digital alternatives that ask nothing in return.
   • As users, we increasingly seek to waste less time; we are enveloped by immediacy and focus on what is essential.
5. Gain user trust: Real testimonials, success stories, well-known logos, security seals, and a visible privacy policy reinforce the page’s credibility and reassure users.
6. Design is important: the page should have a clean, visual, and attractive design. It’s important for the landing page to be clear, so avoid distracting elements and avoid links to prevent the user from jumping to another page. Use relevant visual elements, both in CTAs and in photos or videos.
7. Constant A/B testing: A very common way to optimize your landing page when your lead generation campaign is going to last a considerable amount of time is to run constant tests. Vary the CTA, that is, the call-to-action phrase or word. Change the color and format of the buttons. Test different titles. Adapt the form, its length, and the data requested.
8. Tracking and Optimization: Insert a pixel on your website: This code, called a pixel, is essential for tracking user actions on your landing page.
   • It allows you to measure visits, clicks, conversions and the ROI of the campaign.
   • Get your campaigns optimized based on real data, since the pixel will let you know which type of user converts more and better.
   • It allows you to run remarketing campaigns, that is, re-impact people who visited the page but did not convert.

What to consider when segmenting audiences?

1. Essential for generating custom audiences based on behavior.
2. Install Google Tag Manager and Conversion Events: This will allow you to easily manage and track key user actions on your landing page to optimize your advertising campaigns and analyze results.

All of these points will help the lead generation campaign work better, as the landing page will be as optimized as possible to generate quality leads and increase our database.