When you gain quality leads, you grow your business with less effort. Each quality lead can become a customer. High-quality leads increase your conversion rates and revenue. Discovering how to get more leads will grow your business.
If you want to generate more high-quality leads, you’re in luck. This article contains insights to assist in your efforts to gain quality leads.
What Is a Quality Lead?
Not all leads are the same. Some leads will not engage with your business. These leads will convert poorly and take up space on your email list. Low-quality leads are often unaware of your product’s importance. They do not understand why they would want to buy your offer. You can get more leads, but you won’t grow your business if they are low quality. If you gain quality leads, your business will flourish.
A high-quality lead engages with your content. These leads are more likely to become customers. High-quality leads can afford your services. They know your service can help them. You don’t have to do as much convincing to win over a quality lead.
Companies use various metrics to measure a lead’s value. You can review how much time people spend on your website. People who spend more time on your website tend to convert higher. You can also assess a quality lead by the pages they visit. Some leads make it to your landing page or sales page. Those pages should convert higher.
Identify Your Quality Lead
Each company has a different type of quality lead. A fast-food restaurant attracts a different audience than a jewelry store.
We identify these types of quality leads as buyer personas. A buyer persona acts as a representation of your ideal client. When you develop a picture of your targeted customers, you create better campaigns.
Ask yourself questions to build up a buyer persona. Here are some questions to get you started:
- How old is your buyer persona?
- What is their income level?
- What problems do they want to solve?
- What is their gender?
- What are their beliefs about your industry?
You can go much deeper into your buyer persona. The more context you add, the better. You can review your customer base for more insights. Look for common trends among your customers. Do people ask you the same questions? Do most of your customers fit within a certain age bracket?
Create Multiple Buyer Personas
You can create a buyer persona for each product you promote. You can segment your campaigns to target several audience groups. Creating multiple buyer personas lets you test each one against each other. The data will let you determine which buyer personas show the most promise. Creating buyer personas involves many educated guesses. Experimenting with each persona allows you to test your hypotheses. You can shift focus based on what you learn.
Review Your Competition
Reviewing your competition will also help you craft a buyer persona. See which problems your competitors address. You can also learn insights by seeing where your competitors fall short. Many websites like Amazon let customers leave a review. Reading low ratings enables you to see where your competition lacks. One of your buyer personas can revolve around disgruntled customers from competitors.
Don’t Overwhelm Yourself
Creating buyer personas requires significant research. Some business owners get overwhelmed with creating the perfect set of buyer personas. You don’t need many buyer personas to gain quality leads. You can start with primary buyer personas and learn from the data.
Don’t focus on creating the perfect buyer persona. Start with good enough. Creating a buyer persona is not a lead generation strategy. The buyer persona concentrates your efforts, so you get high-quality leads.
Run PPC Ads to Get More Leads
PPC advertising is one of the most popular ways to gain quality leads. PPC ad campaigns push you to the front of the line. Instead of using SEO, you can pay your way to the top of search results. PPC ads give you quick access to data. You can see which audiences convert the best. You can also review conversion rates across your landing pages. Some PPC ads provide consistent quality leads. However, low-converting sales pages fail to close the sale. You can run A/B split tests to increase your sales page’s conversion rate.
Companies have many targeting capabilities with PPC Ads. You can run these ads on Google and social networks. You can target people based on keywords, interests, demographics, age, and more. Specify your targeting efforts to match up with your buyer persona. You can create multiple campaigns for a single buyer persona. A/B split tests for ads help you attract more leads. High converting offers turn more of those leads into customers.
Social Media Marketing
PPC gives you instant momentum. However, you should not overlook organic growth strategies.
Growing on multiple social networks expands your reach. Each social media post can increase your followers due to the algorithm. You can use hashtags, giveaways, and collaborations to gain momentum. Hashtags give your post more exposure in the algorithm.
A giveaway generates more engagement than a regular post. Invite your followers to like a post and mention people in the comments to gain entries. Giveaways help you promote your offers. Collaboration with other companies and influencers will grow your audience. You will get in front of your collaborators’ audiences.
A social media presence helps with more than getting another high-quality lead. Your social media profiles build trust. Leads may check your social media accounts before making a purchase. They may buy your offer upon liking what they see.
Social media also helps you show up in front of your leads more often. A quality lead may follow you for months before becoming a customer. Social media content can also remind customers to return. You don’t want to spread yourself too thin. Tackling every social network limits your ability to pursue other initiatives. Start with a wide net, but make it smaller over time. Focus on social networks that yield the best results in less time. Look at the data to determine your top-performing social media accounts.
Prioritize Email List Growth
Social media marketing and PPC will get more leads. However, the viability of these strategies can change over time. A social network can change its algorithm in the blink of an eye. Algorithm changes can negatively impact organic reach.
Advertising companies can change their targeting capabilities or charge higher prices. These variables can increase costs and decrease performance. Focus on the present opportunity while protecting yourself from future changes. Email list growth represents the best way to protect yourself from those changes.
When you turn a quality lead into an email subscriber, you can communicate at will. If you send an email, your audience will receive that email. Sending a social media post does not guarantee people will see it. Your social media post may not show up in someone’s feed. Every email you send shows up in a subscriber’s inbox. Use your PPC ads and social media marketing to grow your email list. You can lead to an opt-in page that asks for an email address. You can offer a free incentive to encourage sign-ups.
Use Advanced Tracking on Your Site
Advanced website tracking lets you track user behavior. You can further segment your buyer persona based on your traffic metrics. Your page views indicate your website’s growth direction. Growing websites have increasing page views. You can see which pages and referral sources generate the most traffic. This data will reveal your top social networks and advertising platforms. Many companies polish their most populated pages to increase conversion rates.
Bounce rate and session duration let you see how long people visit your website. A lower bounce rate and higher session duration indicate a quality lead. Using internal links in your blog posts will lower the bounce rate. Giving people more internal options encourages people to browse through your content. Quality content and internal links both contribute to higher session durations. Internal links keep people on your website. Quality content keeps people on a page. It also increases the likelihood of making a sale.
You can also track users based on their devices. Some businesses see higher conversion rates for desktop users. These businesses prioritize desktop users in their ad segmentations. If you put in this much work to track user activity, you should invest in retargeting campaigns. Retargeting campaigns let you reach previous visitors. Some visitors need to see your message multiple times before buying. People who visited your website before are lukewarm leads. You will have an easier time converting lukewarm leads than cold leads.
Use Account-Based Marketing
PPC campaigns and social media marketing strategies rely on audience growth. Account-based marketing embraces a one-on-one approach. You predetermine individuals who qualify as high-quality leads. You can filter social media profiles to match your buyer persona. After finding individual accounts, you reach out to each person.
LinkedIn is the best social network for an account-based marketing strategy. You can filter a search to find decision makers.
You can start with company roles, but you can go deeper. You can further filter your LinkedIn search based on these elements:
- Schools attended
- Current and previous jobs
You don’t have to rely on LinkedIn for account-based marketing. You can spread your efforts across multiple social networks. An account-based marketing strategy does not require ad spend or a large audience. You should post on social media and polish your profile first. These initiatives will strengthen your first impression. A solid first impression makes the rest of your marketing efforts easier.
Before sending an outreach message, look at the person’s profile. Reading a quality lead’s bio and posts will help with sending a personalized message. A personalized message will convert better than cold outreach. Don’t rush to a sale in the initial outreach. Explain how you can solve their problem and invite them to reach out. A permission marketing strategy puts the quality lead in the driver’s seat.
Create Messages for Each Stage of the Buyer’s Journey
Some leads are ready to purchase. If you show them the sales page, they will pay you. Unfortunately, these leads are hard to find.
Most companies must first nurture a relationship with their quality leads. Businesses need to demonstrate their value over time. Some quality leads are unaware of your services. Others are actively considering your offer.
You must communicate with each customer stage differently. Create segments to address each buyer persona. You’ll find the most opportunity with your existing customers. It’s easier to convert a customer again than to find a new customer.
Craft a Captivating Call to Action
A quality lead will happily explore your product or service. However, a quality lead will not seek out your solution. Each company must present a clear and captivating call to action. Use a CTA button that breaks the pattern of your page. Contrasts between the page’s and the button’s color make your CTA more noticeable.
Use clear prompts when describing your call to action. Phrases like “Join Now,” “Sign Up,” and “Add to Cart” leave little room for interpretation. Include any urgency for time-sensitive offers. Let your leads know when the coupon will expire, so they take action within the deadline.
Want to Get More Leads?
A quality lead can turn into a customer. Many quality leads can change the trajectory of your business. We can help you get more leads for your business. We offer services that use paid and organic marketing strategies.
Want to see how we can assist you? Contact us today to learn more.