Marketing efforts to generate high quality leads.

The importance of lead quality over quantity to businesses

Does your business need lots of leads? Or does your business need high quality leads?

Of course in a perfect world you get lots of high quality leads, but most lead generation services you find focus on quantity over quality. They feel they’ve fulfilled their obligation to you by providing you with lots of leads, in spite of the fact that most of them are mildly lukewarm at best.

How do you generate higher quality leads? You make it easy for your people to find you.

This is done through a process known as Inbound Marketing (and sometimes called Content Marketing). By publishing regular quality content to your website you turn your website into one attracts people with an interest in what you write about, and through implementing a conversion strategy on your website you convert website visitors into leads.

When this first starts working, leads trickle in, but their much high quality leads than is obtained from most lead generation services.

As you publish more, traffic levels rise and your lead flow increases.

At some point you have more than enough leads and you want to further filter for quality.

When you get to that point where you don’t just want more leads, but higher quality leads, there are a few things you can do.

Cultivating higher quality leads for small businesses includes the following

Use Longer Forms

Commonly, longer forms mean lower conversions. The more pieces of information you ask for, the fewer people will fill out the form. But it drives higher quality leads. The people who do fill out the form are more serious.

Therefore add a few more fields to your forms to filter weaker leads because the leads who really want to solve their problem will go through that longer form.

Progressive profiling

This is a method used to keep opt-in forms short yet still collect more information over time.

Here’s how progressive profiling works for small businesses-

When someone downloads your eBook #1, they give you their name, email, and business name.

When downloading eBook #2, your automation system presents a different form that asks them for their phone number and maybe their title. However the information previously provided is not repeated.

For small businesses, progressive profiling is a great way to keep your forms short and still get information you need from your quality leads.

Lead scoring

Many small businesses are already using scoring and if you are not using it you need to start using it now.

The basic idea is people who download eBook #1 are given X points. People who then download eBook #2 are given Y point. People who watch video #1 are given Z points.

You get the idea.

By carefully calibrating what points are assigned to what activities, you can quickly see which leads are the most serious.

Segmentation and personalization

Your small business prospects understand very well that they have given their information and they expect you to use that information to stay in touch with them.

By providing tailored content to each segment (which you’ll do through your marketing automation system) you provide them greater value, and convert more of your leads.

Learn more here…

Download the eBook: The 7 Fundamentals of Being Found Online

 

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