How to generate and qualify leads
As much as lead generation is hyped up about as a gold standard for driving sales in marketing and sales circles, its success mostly depends on how good the lead quality is and not how many leads can you generate at a given time period. Therefore, harnessing the power of your inbound marketing activities become even more important because you have more control to attract the right people into your business.
Relatively speaking, outbound is more of a “spray and pray” strategy where you target your marketing efforts to a wider base of audience hoping to attract the right ones. But inbound marketing is more precise in its targeting because it’s an intuitive pull strategy that filters the unfit audience out of the funnel as it progresses towards conversion.
Let’s take content assets for example. Ideally, your inbound marketing team comes up with blog and webinar topics based on what your target audience wants to read or listen to. If the topic is interesting enough, they will sign-up with you. Meanwhile, the unfit audience will not waste their time signing up for something that doesn’t add value to their lives—it’s a win-win for everyone!
Another great way to generate quality leads is by adopting a lead scoring mechanism in your marketing and sales cycle. Lead scoring helps your business identify hot, warm, and cold leads so that you can go after prospects that are most likely to become your customers based on their engagement with your brand. A good CRM tool offers a lead scoring feature in its product for you to gauge a prospects’ interest and launch relevant activities to leverage their buying probability.
Here’s how Freshsales, a sister product of Freshchat, helps you categorize your leads based on a lead scoring scale:
Applying the lead scoring technique to your lead generation process can help you further in identifying marketing qualified leads (MQLs) from sales qualified leads (SQLs)—two coveted sets of data that sales teams can use to increase conversions. While not all MQLs are likely to become customers, SQLs have a high probability to become your customers.
Lead scoring breaks down your lead demography by the level of interest in your brand so that you can launch effective plans for each group in order to establish a meaningful relationship. Here are four tactical ways you can use to generate and qualify leads for your business:
1. Double down on SEO
A great inbound marketing begins when your brand’s content starts ranking at the top of Google search results. Therefore, it’s worthwhile to identify the most-sought-after keywords that your prospects are searching for and investing in SEO marketing to attract people to your brand. Get your marketing team to use SEO-friendly tools to identify high keyword volume relevant to your niche and create a stash of content that captures your audience’s search intent. This will make your marketing and lead generation a cohesive and a thought-out strategy. Instead of betting on generic methods like advertising and cold calls/emails, going after long-tail SEO keywords keeps your content in the line of sight of your right audience for a longer period of time than other lead generation strategies that are mostly short-lived.
2. Create friendly call-to-actions
Call-to-actions (CTAs) are interactive buttons, rhetoric marketing copies, or persuasive ads that encourage people seeing your ads to click on them and share their information. CTAs are done-to-death in the marketing world, which is why you have to be very judicious on how your phrase and place them. For example, if you are considering deploying a pop-up on your blog page for customers to subscribe, don’t overdo it and make the message annoying. It’s worthwhile to keep the pop-up subtle and friendly for people to notice on their own. You can place a hello bar at the top of each blog and color it well for people to enter their email. Or, you can find other non-invasive ways to get people to sign-up, such as by having a pop-up timed after three minutes of a user engagement with a page. This way, the pop-up doesn’t interfere with their initial interest but catches them towards the end of their journey before they slip away.