Find out what a prospect is in Inbound Marketing

Inbound Marketing is gaining more and more the market. With it, new terms and concepts need to be understood with precision. So, if you want to optimize your company’s results, produce relevant materials and become better known in the market to attract the attention of prospects.

But do you know what prospect is? Read our article and get the answer to all of your questions regarding it. That way, you’ll know how to improve your relationship with your audience and win more qualified leads and customers. Check it out!


What is prospect?

Briefly, the prospect is a person who seeks information on topics addressed by your company. After this research, the prospect ends up getting in touch with your brand at a certain moment to learn the things he/she was looking for.

When it reaches your mark, the prospect usually has little information about your company or solutions offered by you. It is characterized as being a visitor at this stage, which is the beginning of the buying journey. In this stage the prospect doesn’t know exactly what his/her problems are, or how they can be solved – or opportunities to be explored. But he/she is curious.

It is up to the company to work this curiosity well. How? Producing relevant materials that can make the prospects become interested in knowing what you have to offer. The company’s approach to this audience should be entirely focused on prospects’ interests, wants, and pains, not on what will be sold. This is the time to educate the public, not to advertise.

It is important for the institution to stimulate the forming of a relationship of trust and credibility with its prospect. Only then the prospect will feel confident to advance to the next stages of the shopping journey.

Lead x Prospect

To know what prospect is, it is fundamental to understand another term of marketing and sales: the lead. There is often confusion between these two concepts. They are alike, yes, but there are important differences between them.

The lead is a potential customer who shows an interest in your company and fits your customer profile. So, it is someone who represents real buying potential. This is a person who is already more apt and closer to completing a purchase with your company.

This is because, to be considered a lead, the first contact should already be taken place between the company and that person. Therefore, lead is a person that has already identified his problem/opportunity/need and is at least beginning the search for solutions. And to be considered lead, that person should have already offered his contact to the company in exchange for something – a rich material, promotion, subscription to newsletter, among others.

The main difference between a lead and a prospect is that the lead already knows and interacts with your company, consumes your content and show interest in becoming a customer. Therefore, the objective of the company is to make the prospect into lead and lead into customer. But how to do that? Check out our tips for learning how to turn prospect into a customer!

How to convert prospect into customer?

To succeed on this journey, it is important to recognize what is prospect in the Inbound Marketing methodology. If you have come this far, you already know the things that characterizes these people. So, it’s time to know how to effectively attract them, win their trust, and convert them into leads – and then to clients. Here are our tips for getting things right:

  1. Produce qualified material

For the prospect to come to you, you need to produce quality material. It is essential to show the public and the market that your business is trustworthy and authoritative. Thus, focus on ensuring this recognition of the public through differentiated content and value. This makes the prospect to see your content and brand as the best option in the market.

Also, be sure to produce good Call to Actions (CTAs) to ensure that the prospect is directed to a relevant page, which can cause it to complete the desired action by the company.

  1. Have a good website

If you have a good understanding of what prospect is, you know that it will come to you through research on the internet. Therefore, it is fundamental to offer a good virtual address to guarantee this action. Invest in a responsive website – that works with the same quality on PC, tablet and smartphones.

Also, know and utilize Search Engine Optimization (SEO) techniques to ensure that your page is well positioned in Google’s search engines in an organic way. Meaning: no paid ads.

It is also important to create a blog to further strengthen your website. There you can write more about subjects relevant to your audience and further enhance your credibility with the market.

  1. Invest in profiles on social networks

In addition to the brand site, social networking is also a great channel for prospects to find your company. So, invest in multiple channels of communication and content formats. Have your profiles always up to date, with postings that engage and are appropriate with the audience of each social network.

Facebook, Instagram, Twitter, YouTube and LinkedIn are some of the channels that can be explored by your brand to attract new prospects. Be sure to make network-specific plans and posts.

  1. Make targeted campaigns

In addition to SEO, which is based on organic actions, it may also be important to invest in targeted ads and campaigns. To do this, it is not necessary to invest a large amount of money, but to know how to segment these actions well.

Our tip is to invest in targeted campaigns, keywords and habits of interest and consumption. This ensures greater assertiveness for your marketing strategies and therefore, better results for your company. This way, you will be able to target your prospects very efficiently by sending them campaigns since these campaigns are going to be about the audience’s interest.

Now that you know what prospect is, how about putting these actions into practice?

With these tips you are better prepared to hit on your Inbound Marketing methodology and successfully convert prospects into leads and customers. So, are you ready to put our 4 tips into practice? Do you have any questions? Leave your comment!