When it comes to generating business leads, it is a relatively simple task for most organizations. However, where they really struggle is in generating more qualified leads who are more likely to get converted into customers.
A qualified lead is a business prospect in your company’s marketing funnel who has expressed interest in your products or services by giving their contact details and possibly requesting a quote or meeting with your organization. A qualified lead would also have been taken through a lead qualification process and their details would have been verified. These leads can then be passed on to your sales team for them to meet and close.
A qualified lead has a higher chance of closing to a customer than an ordinary lead as they have already expressed intent in knowing more about your offerings. Here are seven tips that will help your organization to generate more of these qualified leads.
Create attractive and high quality content
High-quality and targeted content is of paramount importance for creating more qualified leads. And, the more content you have,, the better as it keeps your leads and potential customers engaged. It is also absolutely important to identify your buyer personas and their place in the buyer’s journey before creating content. As you do more research, you will be able to unravel their pain points and generate high value and tailored content that addresses these pain points and requirements.
You can create content in the form of blogs, research papers, guest articles, reports and even videos to attract potential customers.
Make your content visible
When people look for solutions to their requirements, they should see your content. This is done by optimizing your content and sharing it on digital platforms where it is visible to your prospects. For example, social media platforms such as Facebook, Linkedin, and even Quora are good platforms where you can promote your content and generate valuable marketing and sales leads.
Search engine optimization (SEO) helps you in your website content being visible on search engines when someone types a search query. However, ensure that your SEO efforts are in line with the latest developments of search engine algorithms, as not complying with these algorithms may damage your page ranking. and reputation.
Leverage your existing customers
Your existing customers are your best spokespersons. A delighted customer always helps in bringing more qualified leads and customers to your organization. Hence, ask your existing customers for referrals. You can offer them incentives to refer more leads to your organization.
At the same time, you can also interview them to find out what they liked about your product, service or brand so that you can prepare testimonials and case studies. These are valuable content assets for a lead’s comparison and evaluation stage which help them make quicker and better decisions about your solution offerings.
Nurture your leads
You may already have a solid strategy in place to convert more website visitors into leads. However, not all will be qualified leads. Hence, nurturing these unqualified leads becomes an important exercise. Nurturing your leads is done by constantly educating and engaging them so that they can do their homework and self-select your organization to contact when the time is right for them. Content assets such as emails newsletters and case studies are excellent options to nurture your leads.
Keep in mind that nurturing your leads is a continuous process as you may want to have a steady flow of qualified leads into your marketing and sales funnel so that your database never goes empty.
Align your marketing and sales team goals
Aligning the goals of the marketing and sales team is necessary without which, many leads can wither away without becoming customers. Traditionally, marketing and sales teams often do not get along very well with each other. However, realizing that both teams are really working towards achieving the same revenue goals of the organization can create a productive relationship between these two teams, thereby allowing better information sharing and coordination that can help your organization achieve better conversions.
Reform your landing page and call-to-actions
You may have a great website content, but without a strong contact form and call-to-action, your page visitor will not convert into a lead. A good CTA, landing page and form fields play a huge role in converting a visitor into a well-qualified lead. As per Neil Patel, founder of Crazy Egg, “a strong CTA compels people to click on it”. An enticing CTA placed in an appropriate place grabs your visitor’s attention and compels them to take action.
A landing page is where you communicate to your lead the benefits of your solution in a clear and concise manner while capturing the essential details of the lead. A good contact form should neither be too short nor too long. It should have all the necessary fields that can capture the appropriate lead information as well as qualify the lead.
These are some of the time tested and most effective ways of generating more qualified leads organizations are making use of.
Originally published , updated March 15 2018