Different principles within hot and cold leads.
The difference between hot and cold leads is linked to the buying cycle; meaning, the steps through which a user goes through researching a product or service, solving a problem, and finally, purchasing a product or service.
The term “lead” refers to the data that a user provides to an organization or brand after completing a form. This information is stored in a database to later be filtered and used to interact with the user.
This knowledge about the current or potential customer is a crucial factor to better reach the prospect since it allows them to understand what they are looking for so that the company can provide precisely what is needed.
The distinct differences between hot and cold leads:
Cold Leads:
This is the data captured in the initial phase of the purchase cycle, referring to the moment in which the user has understood that they have a need and/or problem that needs solving and beginning a research process to find the best solution.
Hot Leads:
This is the data captured in the final phase of the purchase cycle. That is, when users have already understood that they have a need, they have done their research and are ready to solve it. It is the conversion phase (purchase).
The difference between hot and cold leads provides us with clear and valuable guidelines on how to strategize and reach them effectively and achieve brand objectives.
The importance of knowing the difference between hot and cold leads:
Technological advancements and the massive use of platforms and social networks in the modern world have allowed companies to use these tools in favor of their business.
Today it is very common to generate a marketing and sales strategy on social networks that are trending and several of them are emerging as sales opportunities rather than media.
Knowing the difference between hot and cold leads allows brands to provide suitable and 100% personalized content for each user, to achieve conversion, meaning to sell your products or services.
More specifically, the clearer and more defined the buying interests of potential customers are, the closer they will be to concluding the sales process and the hotter they become.
When leads are categorized, the strategies and actions towards them are more specific and, therefore, more effective.
For example, to capture a cold lead we can generate content that attracts your interest so that you provide us with contact information and thus offer you basic information on what you need (brochure, newsletter subscription, a white paper).
In the case of a hot lead, we can directly provide what you are looking for and continue to nurture it. (a meeting to gather information and later generate a quote, an appointment to show a product or service)
It is important to nurture our leads! We must not forget that lasting relationships are based on continuous feedback. Your brand must establish a strategy to reach its leads but also to keep them and enhance the shopping experience.
The focus must be on the customer. Contact Mijo! Brands and we help you achieve it!
