Lead

Very often in advertising campaigns that you may have seen while browsing news feeds and stories on Facebook and Instagram, the word “ICE” is found. What is it and what is it “eaten” with… 😃

👨‍🏫 Lead — from the English verb to lead — means to guide or bring along.

Simply put, a lead is a person who has shown interest in your website, landing page, or advertisement and has provided their contact information for follow-up.

✍ In marketing, it is believed that if a user reacts in any way to a marketing communication, they become a potential customer whose data can be used by a sales or marketing manager to turn them into an actual client — someone who makes a purchase or orders a service.

☝ All leads are divided into cold and hot.

✔ Cold leads — users who, for example, have visited your social media pages, downloaded content from your website, filled out a form, or subscribed to a newsletter.

✔ Hot leads — people who have already bought your product, added items to their online shopping cart, contacted your company via chat, registered on your website, or submitted a request for a free consultation.

👉 Leads help you track who is truly interested in your offer, allowing you to focus your budget and efforts on the right audience instead of everyone at once.

👉 Working with hot leads offers a much higher chance of conversion, while cold leads provide potential for future sales after nurturing.

For example:

• A user leaves their email to download a free guide → this is a cold lead.

• A user adds a product to the cart and clicks “order” → this is a hot lead.

It’s important to respond to leads promptly — call, write, offer a consultation or a promotion — to convert a potential customer into a real one.