DigitalLexicon No. 1

The digital transformation is rushing through the country like an express train. A rapid change to which the entire republic seems to be adapting. This challenge puts digital marketing and business goals in a new light. OUR claim is to find efficient solutions for you. Our 1×1 of digital terminology helps with all the technical terms.

Simply put, a lead is a contact with a potential prospect for my product or service. Already the first contact connects two potential buying parties. The important thing here is that prospects voluntarily leave their customer data and permission to contact them. Leads can be phone numbers, email or postal addresses that can be used for newsletters or brochures. We talk about a “Qualified Lead” when there is genuine interest with a non-binding intent to buy.

The current situation is still a special case: closed factories, canceled events, no direct purchases because of the Corona threat: the result is a lack of leads in many places. Online efforts can refill the pipeline to continue to keep a buying audience in front of them. So what about the quality of online leads?

Example: We surf the net and enter our email address on a spicy food blog to receive new recipes regularly in the future. Now we are a lead for this blog provider. After a few weeks, we receive an email with an offer to buy an e-book with the most popular dishes. Interest is there and we download a first trial version. Now we become a qualified lead because we show genuine interest in buying. Lead generation is therefore a marketing term for all measures to find and contact those who are interested in my company, my products or my service.

You are the average of the five people who surround you. Your environment says more about you than you think. So what about your customer environment, what’s your average there? What about the quality of your leads and what makes them tick?

Every day we discover a multitude of new opportunities that open up new contacts for us as a company, both online and offline. But do we actually use them? Valuable contacts fall by the wayside because they are ignored or misinterpreted – both professionally and privately. The number from the first date is lost, the good conversation in the gym is not pushed further: In private life, it is often courage, forgetfulness or lack of time that prevent us from making new qualitative contacts. And online? There it is often insecurity and the lack of an eye for potential.
Lead generation is the online networking event where dozens of business cards are thrust into our hands. What do you do with them and how do you evaluate them?

Right now, it’s important to understand: We generate matching leads at so many moments that go unused and are not used in a targeted way. Business card exchanges at trade fairs, e-mail newsletters, mailing of info brochures, competitions, etc. – all this should be evaluated!

Digital leads are accurate. In other words, the perfect Tinder match – ideal for me and my company. The initial interest is there, now it’s up to me to reach out, to evaluate the digital business cards, so that a first meeting turns into a real getting-to-know-you.
If you leave your digital leads unused, you lose an enormous amount of potential. Not using this data is like letting a vegan couch potato read the fishing magazine. Doesn’t just sound pointless – it is. So get out the fishing rod and land the meaningful leads with the appropriate bait – for example, tofu!