Lead generation spans across multiple points for every business but qualifying these leads and opportunities can be a complicated part of the sale process — even for the most established businesses. The way that lead generation ties into marketing, customer service, and sales can be confusing, which often leaves businesses wondering how to move forward.
While sales reps are in fact often responsible for bringing in new business, it’s crucial for any company who is looking for substantial growth to implement a marketing plan that delivers qualified leads to the sales team.
What is the difference between a lead and a qualified lead?
A lead is simply a person or company who you hope to gain as a future customer or partner for your product or service. A qualified lead is a potential customer or partner who possesses several key characteristics of your ideal target customer, essentially making the chances of them purchasing greater than someone who is not qualified.
Marketing qualified leads have also expressed some interest in your product or service – most likely through a marketing campaign, or they found your website through search engines or social networks. Marketing campaigns produce qualified leads through a few different conversation points and channels.
Focus on Search Engine Optimization (SEO)
SEO increases your company’s search ranking for relevant keywords that people search for in search engines like Google and Bing. By investing time and energy in your SEO and content strategies, you’ll start to bring more organic traffic to your website, because you’ll start to show up for terms your target audience is searching for.
This traffic is usually some of the most qualified because Google is telling this audience that your company is a reliable resource on the topic they were searching (which should be terms that are related to your product or service).
A basic lead generation model for SEO starts with generating organic traffic and ends by creating offers on your website that convert this traffic into qualified leads.
The quality and uniqueness of your content are crucial to seeing success. Be sure to add new content to your website on a regular basis to ensure your site continues to rank high and appear in the right people search results.
Improve Your Email Campaigns
Email lead generation can seem like a lot of work for not a lot of results. But, that doesn’t mean that qualified leads and opportunities don’t arise from well-executed email campaigns.
Take some time to revamp your lead generation email campaigns. Pay close attention to the subject line and make sure it is intriguing without being too pushy. Be sure that the design is clean and the content is clear and concise – getting across the most important aspect you would like a potential customer to know about your business.
Lastly, engage the reader and offer them something of value that prompts them to act. Make sure there is always a call to action button or phrase that will identify a qualified lead.
Optimize Your Landing Pages
One of the best ways to increase your company’s qualifying leads and opportunities is to not only increase the number of landing pages you have but also make sure the offer on each page resonates with the audience. By working on your conversion numbers, you’ll become more effective at turning traffic into leads, and consequently see a bigger return on your marketing investment.
Acquiring a new potential customer from landing pages is just the start of convincing them to convert and become an active customer. If you are including forms within your landing pages make sure all the information you ask for is relevant to your industry. It is important to stay consistent with your messaging and to tell a story that helps explain your overall brand with the right written content as well as appropriate visuals.
Generating leads is one of the most important aspects of growing your business. A proven lead generation plan can help bring you to your full business potential.
Contact us today or more information on how to take your lead generation strategies to the next level, and to learn which techniques are right for your specific business.