Digital marketing primarily involves generating traffic and conversions. For a business or project to succeed online, a digital marketer has to bring in the traffic at the lowest cost per visitor and strive to achieve the maximum conversion ratio with that traffic.
There are different types of conversions. Conversion from a visitor to a lead, a lead to a customer and from a customer to a repeat customer. Lead generation and lead nurturing is part of the conversion process and helps increase the conversion ratios.
You can read more about the conversion metrics in my article about important digital marketing metrics.
In this article I will explain about Leads, Lead generation and lead nurturing. Lead scoring is an advanced concept which I will talk about in the next article.
What is a Lead
“Lead”, means a lot of different things in a English language. From nouns to verbs, there are several contexts where this word can be used. With a little bit search on the web for definitions, the closest I could come up with for marketing context is “culminate or result in (a particular event or consequence).”
A web visitor becomes a Lead when she has shown an intention to buy our product or service. This expression of intent to buy can be done in different ways.