Leads, an essential element of a small business survival

Managing leads is important for businesses.

78% of marketers say their top goal in marketing is to generate leads. If this is a goal for marketers, it should be the goal of the business owner as well. Generating quality leads can mean the difference between business failure and success.

Leads in business are a fundamental concept, crucial to the growth and sustainability of virtually any enterprise. Understanding what leads are, how they are generated, and why they are important can be a game-changer, especially in the dynamic world of digital marketing.

What Are Leads?

In the simplest terms, a lead is a person or entity that has shown interest in your product or service. This interest is what sets leads apart from the general audience or random contacts. They are potential customers who are at various stages of the buying process.

Types of Leads

  1. Marketing Qualified Leads (MQLs): These are individuals who have engaged with your marketing efforts but are not yet ready to receive a sales call. An example could be someone who has downloaded your eBook or signed up for a webinar.
  2. Sales Qualified Leads (SQLs): These leads have taken actions that indicate their interest in making a purchase. For instance, they might have filled out a form to ask about a specific product. These leads are ready to be engaged by the sales team through email, a phone call or a meeting.
  3. Product Qualified Leads (PQLs): Particularly relevant in the SaaS (Software as a Service) industry, these are leads who have used your product (usually through a free trial or a limited version) and have shown interest in becoming a paying customer.
  4. Service Qualified Leads: These are leads who have indicated to your service team that they are interested in becoming a paying customer.

The Importance of Leads

Leads are the lifeblood of sales and marketing efforts. They are important because:

Potential for Conversion: Leads are potential customers. They have shown some level of interest in your product or service, making them more likely to convert into paying customers compared to the general audience.

Helps in Targeting: Understanding your leads allows you to tailor your marketing and communication strategies to meet their specific needs and preferences, increasing the effectiveness of your efforts.

Growth Indicator: The number of leads can serve as an indicator of your business growth. An increase in leads often suggests that your market reach is expanding.

Revenue Generation: Ultimately, converting leads into customers means generating revenue for the business. The more effective you are at lead generation and conversion, the more profitable your business can be.

Lead Generation Strategies

Content Marketing

Creating valuable content (blogs, videos, eBooks, infographics) that answers the needs and questions of your target audience can attract leads.

Think about the questions your customers and potential customers ask you in meetings. If one of your ideal customers ask these questions, chance is that there are more people asking it. Answer it in as much detail as possible to show your expertise.


Optimizing your content for search engines increases your visibility and the likelihood of attracting leads organically.

SEO is the process of optimising your website to rank better on search engines. Meaning when people search for your product or service, they land on your website.

From here, you would need to capture their information so that you can engage with them later. Offer something for free that would be of value to them so that you can get permission to have a further conversation with them.

Social Media Marketing

Using social media platforms to engage with your audience, share content, and promote your products/services can generate leads.

36% of phone users in South Africa admitted to spending more than 4 hours per day on social media. You need to be where the attention of your ideal customers are.

Create content on social media that is engaging, entertaining and that people can also learn from. This should be relevant to what you are selling.

Email Marketing

Sending personalized, relevant emails to a targeted list can be an effective way to nurture leads.

Be careful not to send too many emails, and again, offer as much value as possible to your email list. This will get them to stay subscribed, share your emails and buy your products.

You need to be in contact with each of your leads at least once per month. Email is a great way to get this done and build relationship with your leads.

Pay-Per-Click (PPC) Advertising

Using paid ads on search engines or social media can drive traffic to your website, increasing the chances of generating leads.

Pay per click advertising such as Google Ads drive qualified traffic to your website, since searchers are already looking for your product or service.

Networking Events and Webinars

Men shaking hands at a networking event, one of the places to get leads.

Participating in or hosting events can be a great way to generate leads by establishing a more personal connection with potential customers.

Gather leads at networking events by offering value first. You first have to give before you will receive.

This mindset will make you stand out at networking events, since most people will be there to gather customers. So give and you will stand out.

Nurturing Leads

Generating leads is just the beginning. Nurturing them towards a sale is crucial.

Nurturing leads typically involves:

  1. Understanding Their Needs: Tailoring your communication to address the specific needs and pain points of your leads.
  2. Regular Communication: Keeping in touch through emails, newsletters, or social media keeps your brand at the top of their mind.
  3. Providing Value: Offering valuable information, advice, or assistance can help in building trust and establishing your brand as an authority.
  4. Engaging Personally: Personalized engagement can significantly increase the chances of conversion.

A good CRM system can be important in nurturing and tracking all leads. Let’s dive into the world of CRM.

The Importance of a CRM in Managing Leads

A lady in business on her phone and laptop, managing her leads on her CRM system.

In the intricate dance of lead generation and conversion, a Customer Relationship Management (CRM) system plays a pivotal role. It’s not just a tool; it’s a game-changer in how businesses approach, understand, and nurture their leads. Let’s delve into why a CRM is so crucial in the business landscape, especially in managing leads.

Centralized Data Management

A CRM system acts as a central repository for all your lead and customer information. This centralization is vital for keeping track of various interactions, preferences, and the history of your leads. With all this information in one place, it becomes easier to provide a personalized experience to each potential customer.

Enhanced Lead Qualification and Segmentation

Not all leads are created equal. A CRM helps in segmenting leads based on various criteria like demographics, behaviour, engagement level, and purchase history. This segmentation allows for more targeted and effective marketing strategies. By qualifying leads, you can focus your efforts on those most likely to convert, optimising your resources and time.

Improved Customer Interactions

With a CRM, every interaction with a lead can be tracked and analysed. This means you can tailor your communication based on previous interactions, ensuring that your leads receive relevant and timely communication. This level of personalization can significantly enhance the customer experience and increase the likelihood of conversion.

Automation of Tasks

CRMs are not just about storing information; they’re about making your processes more efficient. Many CRM systems offer automation features that can handle repetitive tasks like sending follow-up emails, scheduling appointments, or updating lead statuses. This automation frees up your team to focus on more critical tasks, like strategizing and creating meaningful connections with potential customers.

Analytics and Reporting

Understanding the effectiveness of your lead generation and nurturing efforts is key to improving them. CRMs come equipped with analytics and reporting tools that provide insights into various aspects of the lead management process. You can track metrics like lead conversion rates, campaign performance, and customer acquisition costs. These insights are invaluable for making data-driven decisions to optimize your strategies.

Better Collaboration and Communication

In many businesses, especially in digital marketing firms like Orcanically, different teams need to work together to convert leads into customers. A CRM system provides a platform for better collaboration and communication among teams. Sales, marketing, and customer service teams can access the same information, ensuring that everyone is on the same page and providing a unified approach to lead management.

Enhanced Customer Retention

Finally, a CRM system isn’t just about acquiring new customers; it’s also about retaining them. By analysing customer data, you can identify opportunities for up selling, cross-selling, and repeat sales. A CRM helps in maintaining a continuous engagement with your customers, increasing their lifetime value to your business.


In the digital age, where competition is fierce and attention spans are short, understanding and effectively managing leads is more important than ever. It’s not just about finding people who might be interested in what you offer, but about nurturing these potential customers through their journey, providing value at every step, and ultimately guiding them towards making a purchase. For businesses, especially those in the realm of digital marketing like Orcanically, mastering the art of lead generation and nurturing can be the difference between merely surviving and thriving in a crowded marketplace.

Frequently Asked Questions About Leads in Business

1. What is a lead in business?

A lead in business refers to an individual or organization that has shown interest in your product or service. This interest is typically expressed through actions like visiting your website, subscribing to a newsletter, or engaging with your brand on social media. Leads are potential customers who are at various stages of the buying process.

2. What does ‘get leads’ mean?

‘Get leads’ means to identify and attract potential customers for your business. It involves various strategies and activities aimed at generating interest in your products or services, with the ultimate goal of turning these prospects into paying customers.

3. What is considered a lead?

A lead is considered as such when an individual or entity shows interest in your offering. This can be through different actions like filling out a contact form, downloading a white paper, signing up for a free trial, or simply making an inquiry about your products or services.

4. What does ‘more leads’ mean?

‘More leads’ refers to an increase in the number of potential customers showing interest in your business. It indicates a growing pool of prospects that could eventually convert into sales, suggesting successful marketing efforts and an expanding market reach.

5. What are leads in marketing?

In marketing, leads are individuals or entities that have shown interest in your product or service and could potentially become customers. These leads are often the result of marketing efforts such as content marketing, SEO, social media campaigns, and other strategies designed to attract and engage a target audience.

6. How do you get leads?

You can get leads through various methods, including:

  • Content Marketing: Creating and sharing valuable content to attract and engage your target audience.
  • SEO: Optimizing your website and content to rank higher in search engine results.
  • Social Media Marketing: Using social platforms to connect with and attract potential customers.
  • Email Marketing: Sending targeted emails to nurture relationships with prospects.
  • Networking: Attending events or webinars to meet potential leads.
  • Paid Advertising: Using PPC campaigns to drive traffic and generate leads.

7. How do leads work?

Leads work as a part of the sales funnel. Initially, a lead shows some level of interest in your product or service. Through various marketing and nurturing strategies, these leads are then encouraged to move further down the funnel, which ideally results in converting them into paying customers.

8. What is a lead in sales?

In sales, a lead is a potential customer who has shown interest in your product or service and is considered a candidate for a future sale. These leads are often followed up by the sales team to provide more information, answer questions, and guide them towards making a purchase.

9. How can I get leads faster?

To get leads faster, focus on:

  • Leveraging Paid Advertising: To quickly reach a large audience.
  • Optimizing for SEO: To ensure your website appears in search results.
  • Utilizing Social Media: For rapid engagement and content sharing.
  • Implementing Referral Programs: Encouraging current customers to refer others.
  • Speeding Up Response Times: Quickly follow up on any inquiries or interactions.

10. Can you make money with leads?

Yes, you can make money with leads. Successfully converting leads into paying customers directly contributes to revenue. Additionally, some businesses earn money by generating qualified leads and selling them to other businesses in lead generation models.

Understanding and effectively managing leads is crucial for any business looking to grow and succeed. By nurturing these potential customers and guiding them through the sales funnel, businesses can significantly increase their chances of boosting sales and revenue.


More Posts

Send Us A Message