- Lead Generation Authority
  - Lead
    - Qualified Lead
      - This person isn’t only interested in your brand but has demonstrated interest in a specific product – for example they might have saved an item to their shopping cart on your site, or they might have asked for a quote.
      - This person is someone who should be ‘ready to buy’ and all it will now take is a little ‘push’ to get them to take the final plunge.
    - Customer
      - Note that you should be thinking about the lifetime customer value – how can you make your customers more loyal in the long term?
      - Someone who has successfully been converted and bought from you. This person is still a lead and you can now try selling to them again.
    - Cold Lead
      - Someone who hasn’t shown any explicit interest in your business but who fits your target demographic and who is likely to want to buy from you.
      - Either you have their contact details saved, or they’ve landed on your website.
    - Warm Lead
      - Someone who has demonstrated some kind of interest in your business.
      - This person will have liked your Facebook page, or followed you on Twitter etc.
  - How To Get And Convert Leads
    - If you get leads from SEO and you’re using search terms relating to your product (e.g. ‘buy hats online’) then those leads will be already qualified when they reach you.
    - PPC can help you get qualified leads with the same method, or cold leads that target your specific demographic.
    - If you get leads through social media, they will be warm to begin with as they will be following your brand after seeing a post.
    - The best tool for converting cold leads into warm leads is to use a mailing list – you can use an incentive to ensure they want to sign up but must avoid convincing untargeted leads
    - Use an email to convince your leads with a high score to convert meaning that they become customers.
      - Use the ‘scarcity’ and ‘urgency’ principles.
      - Write using a narrative.
      - Focus on your value proposition.
  - Lead Scoring And CRM Software
    - You can also use lead scoring. This will score your leads based on their seeming engagement with your brand.
    - CRM software allows you to manage your leads. If you use a mailing list to capture emails, it will organize them and allow you to add extra details.
    - This allows you to categorize your leads by their age, hobbies, location etc. and thereby offer the correct orders to the correct people.
    - You can then market to the lead with the highest score, who should be the most qualified.