4 THINGS TO CONSIDER BEFORE GENERATING QUALIFIED LEADS
You’re always thinking of generating qualified leads. It can be daunting without knowing where to start from. Here’s your checklist of what you should take into consideration before reeling in leads.
Do you dream of having customers knocking on your doors asking about your services and/or products?
Who doesn’t, right?
Maybe you want to give your sales team a break, so you’re thinking of better ways to gain public interests for your business.
When done right, attracting potential customers can be as easy as a flick of a switch.
What’s quality leads generation?
Businesses generate leads actively: purchasing them from third party providers or leaving avenues on websites and marketing platforms for customer contact details.
And then they find themselves manually (or not) filtering down hundreds, thousands, or even millions of leads to find only a handful of ready customers.
That’s the B-side of generating quality leads.
So what makes a quality lead?
First thing that comes to our mind? Leads garnered from customer initiatives have the most quality to transform into prospects.
Meaning, people who left their contact details with you on their own will.
People handing you their contact information means you’ve already sieved out all impurities and uncertainties, leaving only the purest form of potential—the sweet nectar of opportunity.
Are you selling ice to Eskimos?
How much time do you spend on dealing with uninterested leads?
Possibly more than you should.
Well, because you want them to be intrigued by your services/products and eventually be a purchasing customer.
But selling ice to eskimos is time-consuming, painful to the knees (if you actually do physical door knocking) and it costs.
As the old adage goes, “work smart, not work hard”.
You need to be talking to the right people when it comes to marketing. When prospective customers leave behind their personal contacts details, it’s half the job done. It’s an act of them opening up to your business, and you sure don’t want these leads to wither and die from neglect.
These leads should be reciprocated with personalized, targeted and relevant contents to build on their interest.
As much as we’d wish to, it doesn’t mean every lead will become a customer.
While some businesses have accepted the fate of seemingly dead leads, it’s possible to turn them into blossoming business relationships.
Let’s take a look at how we can achieve that.
4 things to consider before generating qualified leads
Here are a few things to consider before setting out your marketing plan.
Can your viewers trust you?
Privacy is always a major concern. When your viewers trust you, only then will they leave their details with you.
When customers consider leaving their details with you, they’re riddled with more questions. They wonder if their details are safe with you and whether they’ll be bombarded with spam emails or receiving unsolicited calls and messages.
To let trust in so much that they are willing to put all these risks behind their mind, your content needs to show that your services and products are worth these risks.
Ever encountered a time when you ordered a product online and something else arrives that is completely different from what was published? That’s what you want to avoid. At all times.
On the other hand, do you recall products being sold on infomercials? The actual demonstrations and explanations on how they help solve problems?
Get a great writer and have them translate that into content.
You can’t just expect a sprinkle of content here and there to stumble your way into prospects’ hearts. Content with a human touch trumps everything else. It’ll become a starting ground for long-term content that’ll stick around in your prospects’ head for years to come.
Do you have enough web traffic?
It’s all about the law of averages. Not every audience is a lead, not every lead is a prospect, not every prospect is a customer, not every customer is a constant.
Reach out to as many people as you can and get their attention. Because not having enough traffic affects the amount of quality leads one can generate.
So does a great content strategy.
It’s a savvy trick to bring in more traffic to your web.
According to HubSpot, 55% of visitors spend fewer than 15 seconds on your site.
And you’d want your visitors to stay a little longer than that, right? Here’s where your content needs to be bold and creative to lure the curiosity and build on the inquisitiveness. Build extensive topic plans to cover as much relevant materials as possible.
You’d also need to be consistently publishing, apply Search Engine Optimization and strategic use of keywords to your content. Posting consistently lets your viewers know when to check for updates, while optimizing searches with image alt attribute tags, meta description and headings with keywords, content semantics etc. helps too.
Is your leads generation plan clear to viewers?
A clear lead generation plan more than qualifies for this list. It’s key to how you guide your visitors to be a quality lead.
Now that you have visitors, your navigation have to be smooth. From point A to point B, viewers must consistently encounter the path of least resistance.
Are your hyperlinks inaccessible or easy to miss? Are you at where your potential leads are? Where do you expect them to come in from?
For instance, if you’re expecting your potential leads to sign up for an event on your website through Facebook—is the direction clear?
Clear navigation and directions are also a mean of building trust with your viewers. For instance, companies like Google and Apple have a habit of keeping things simple and concise, whether it’s their design, user experience, copy, etc.
If you’re focusing in online marketing, it’s important at this point for marketers to work well with the rest of the team to make sure the message is loud and clear, that the message is on the right channels, and results are being measured to ensure success rate.
What’s your plan for your leads?
Do you know what you’re going to do with your leads once you have their contact information?
Like what we mentioned, you don’t want to leave your leads to wither and die.
Make good use of them.
First step to take once you’ve identified your leads: further segregation. It’s a good way to sense different market needs so your business can deliver intensely specific content that prospects in different market segments are concerned about.
Let’s say Company A is a home appliances retailer.
Company A will segregate leads from their e-commerce website according to age, income range, life stage, interests, hobbies, spending habits and preferred method of shopping.
Company A’s customer, Mr. John, who is in his mid 30s, is single and spends most of his time learning how to cook. He’s also an engineer who works 5 days a week with a monthly income of $5,000.
Company A can then consider sending him e-newsletters teasing on web contents about cooking techniques and the latest cooking appliances that’ll help save time in food preparation.
Such content is personalized and relevant to what our lead, Mr. John, is interested in. So now all Company A has to do is wait for Mr. John to visit the e-commerce website and make his purchase.
We don’t really know what the future holds. Technology changes as fast as a blink of an eye. Every so often a fresh and exciting technology comes along, only having its novelty fades away some time later.
Quality leads will not magically appear in your inbox. Apart from constant attention of the internet world, it takes multiple efforts from all sides of a business to acquire quality leads. For example, a functional content strategy, clear content marketing objectives, solid pieces of contents, careful planning and execution, a great website, etc. With these systems in place, your marketing team will only need to focus on the end number of leads, saving you and your business time and money.