High-quality leads are the backbone of every thriving business. You need leads to generate sales, but not all leads convert into customers. Some leads have a higher chance of becoming paying customers than others. And because acquiring leads costs your business money, you want to make sure you have a sound strategy. In fact, the goal of your lead generation campaign should be to attract high-quality leads and filter out the ones that are less relevant. So how can this be achieved?
What is a high-quality lead?
A lead is any person who indicates interest in a company’s product or service in some way, shape, or form. A high-quality lead on the other hand is someone who is further along the sales funnel and has a higher chance of becoming a paying customer. The better the quality of a lead, the more likely that a buyer is well informed about your product or service and is ready to make a purchase.
Not all leads are created equal, which is why you need a way to classify them to make more sales. Here’s how you can do that.
1) Decide which channel you want to advertise on
Make sure the advertising platform you are pursuing is perfect for your organization before you begin with the precise methods and strategies that can result in receiving a ton of new leads into your sales funnel.
For example, if you’re a B2B business, LinkedIn could be the ideal platform for you as it lets you reach professionals. On the other hand, if you’re a B2C company looking to run a lead generation campaign to get more people on your newsletter, then Facebook advertising is the sound choice.
Before you spend your hard-earned money on advertising to acquire leads, make sure you outline your marketing goals beforehand and choose the right platform to allocate it to.
2) Ask qualifying questions in your lead forms
Adding qualifying questions in your lead forms can help you better qualify your leads. By making the forms more difficult to complete, you’ll inevitably raise the proportion of leads who are actually interested.
We’ve found that this works particularly well with Facebook Ads. For example, if your goal is to get more newsletter sign-ups, you can ask your leads what type of content they’re interested in. If you’re in the B2B sector, you can ask what is the biggest challenge their business is facing.
Obviously, don’t ask too many questions that will put off a potential customer, but select the most important ones that will help better qualify them.
3) Provide high-quality value
Providing contact details should be treated no differently than asking someone for money to buy a product. What are you giving in return? Make sure you offer and communicate a clear value exchange with your potential customers.
It is important for people to know what they are signing up for and what they will get in return for giving away their personal information. Make sure your ad title, creative, copy and call to action button all clearly communicate the value of the offer and signal the next steps. For example, you can provide webinars, e-books, and online tutorials that include in-depth information your customers wouldn’t find elsewhere.
4) Follow up on leads quickly
When it comes to following up on leads, the famous quote ‘you snooze, you lose’ applies. If you don’t want to miss out on great opportunities make sure that your sales team is instantly notified when a lead is generated or that they can easily find the details of all of your leads once a lead form has been submitted. Seamless synchronisation between your lead generation channels and your CRM is the best way to ensure that the sales follow-up is as fast as possible.
Lead generation is an essential part of every successful business. By implementing these four steps, you can start to attract high-quality leads and convert them into customers. Not sure where to start? Contact our online advertising experts today and fast-track your business to success!
