Quality leads lead to more conversions. It is obviously the “Grail” that must be achieved at all costs. But what exactly means “quality” when it comes to leads? In simple terms, quality leads are the most likely to progress in the sales funnel, From awareness to interest, including intention and conversion. Finding quality leads is not done by chance. To achieve this objective, companies need a lead qualification process. This process must Identify key characteristics Who make potential customers more likely to become loyal buyers.
What is a quality lead?
Quality leads are making a way out very quickly in The sales funnel. These prospects are ready to buy, which means that they accelerate the cycle, improve the productivity of your sales team and reduce the total cost of your marketing efforts.
To establish high quality leads, you will need much more than one data point for each prospect. Your marketing team will rather use the following data points to define and Target an MQL (Marketing Qualified Lead) ::
- Name
- Phone number
- Demographic data
- Contact information
- Purchase signals
- Company data
Here are some ways to improve the quality of leads and stimulate conversion.
Understand and define your target audience
The first step for Improve the quality of your leads is to understand and define Your target audience. The biggest error that many companies make on their website is that they do not define who they try to attract in the first place.
They are content to put a lot of information and hope that someone will fall on it by chance and will become a qualified prospect. Clearly, this does not work at all in the long term.
Instead, take the time to discover and Build your Buyer Persona. Learn what makes them happy, what they are looking for and the common problems they encounter and your product or service can solve.
Determine how they make their decision and the overall duration of the sales cycle. For example, in a B2C environment, The process is generally shorter, each person making their own purchases.
However, B2B environments are often different. In this scenario, it is important to realize that the prospect is not necessarily the last to make a purchasing decision. Once you have Determined the Buyer (s), modify your content to meet their needs directly.
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Implement the lead scoring
The notation of leads, or lead scoring, is a process which consists in classifying the level of interest of a lead and its ability to buy according to a methodology agreed between the marketing department and sales. Companies may note prospects in different ways by assigning points and implementing rankings such as “hot”, “warm” or “cold”. Or a, b, c, or D.
Everything comes down to a combination of “correspondence” and “interest”. If there is an adequacy but a low interest, marketing must maintain the lead. If there is match and interest, sales must ensure rapid follow -up.
Scoring must integrate a combination of explicit data and implicit data. Explicit data is the information provided by the prospect, such as his post, his sector of activity, his business, etc. Implicit data is those revealed by the Online behavior of the prospectlike the pages visited or the frequency of visits.
Choose the right keywords
Then make sure you Choose the right keywords. Really take the time to analyze what you are trying to classify in terms of keywords and long-draggy expressions.
Select only keywords that correctly represent the buyer's route, from online research to the act of purchase. You do not want traffic which is still in the research phase, that is to say when the buyer “takes a look” but will almost never go further in the purchasing course.
Instead, align Your keyword strategy On those looking for answers and solutions now.
What will it be? In addition to obtaining traffic much more suited to your offer, you will be more likely to conclude deals according to the stage of the customer journey to which They find your website.
Use targeted content to “nourish” leads
Another tip is to use targeted content to nourish leads. It is a question of giving customers answers to their objections before they have time to say no. If you have done research on your ideal client and your Buyer Persona, you already know the different aspects of your product or service on which he has important questions.
Instead of waiting for them to come to you with these questions, be sure to report them with factual answers. You can do this on your home page or in a special section devoted to frequently asked questions (FAQ). You can also choose to get your leads down into the funnel with a sequence of tracking emails.
Remember that the more you educate your potential leads, the easier it is for them to make a purchasing decision. The key point here is to provide value In the form of additional answers, advice and information on how your solution can improve their needs.
Use workflows and marketing automation
If you try to improve The quality of your leads Without using marketing automation software, you may work hard but certainly not intelligently. When a prospect receives useful and relevant emails, it is naturally more aware of your business and understands it better.
You can customize emails depending on data that you have collected in the forms, Carefully plan your strategy and, above all, feed your prospects over and over again, with useful content.
Email flows allowfeed your prospects By offering them other useful resources, depending on their interest. If these emails are relevant and attractive, contact will learn more about your business and become a better quality prospect when your sales team contact him.
Add attractive CTAs
Your calls for action must be relevant For your target market. All your content must be written in order to arouse the interest of your potential buyers. The same goes for your CTAs. Create content and CTA that correspond to the sensitive points of the Buyer Personae that you have established. Once these personae is defined, it is time to Create useful content for their search/need And especially not to neglect the CTAs.
