Lead generation is a vital aspect of any business, as, without leads, there will be no money coming in. Lead generation refers to bringing in customers to your company and introducing them to the sales funnel, where they can bring revenue in for your brand.
There are various tactics that you can use to generate leads for your brand. This is a process that can take a lot of work as you not only need to know where to find customers but also learn enough about them to get them interested and into the sales pipeline.
However, when it comes to high-quality leads, the stakes are even higher.
There is a lot more work that is required to bring in high-quality leads to your business than simply marketing to anyone and everyone. Likewise, working to increase lead quality is another tricky task and one that can take a lot of research, marketing work, and overall dedication.
In this guide, we are sharing everything you need to know about lead generation and how you can bring in more quality.
What Is Lead Generation?
Table of Contents
- What Is Lead Generation?
- Types Of Leads To Generate
- Useful Guides
Before we can go any further, we first need to understand what lead generation is and how this is important for your business. This is something that all kinds of businesses need to work with, regardless of their sector.
Even if you are not a dedicated sales team, sales will still play a significant part in your business process in some way which is why you need to generate leads.
A lead is anyone who has shown an interest in your company in some way, and these can be used to generate sales in the future. There are various kinds of leads out there that your marketing team will be familiar with, and they are vital to making money for your brand.
Any lead generation strategy you work on, which we will be addressing in this guide, aims to turn people into paying customers where they can bring in money for your business.
Types Of Leads To Generate
There are various kinds of leads that you can generate for your company, and you aim to ensure these are high-quality leads every time.
When working on the lead generation strategy to improve their quality, there are two kinds that you may want to focus on:
Marketing Qualified Lead
Marketing qualified leads come from customers who have seen your marketing efforts and are interested in the work you do. They have interacted with your company in some way thanks to the marketing team, whether this is attending a webinar or simply watching a video.
Many website visitors can be classified as MQLs.
Sales Qualified Lead
When an MQL shows more interest in your company and acts on this, then they become sale qualified leads. This is someone that can be verified as an interested party by the sales team as they have interacted with them in some way.
Sales-qualified leads are essentially one step ahead of MQLs and could be turned into paying customers.
In both of these categories, lead quality is very important if you want to make lasting success within your business. It can be fairly easy to get anyone interested in your business, but ensuring they are someone who you want to market to is another issue within itself.
How To Get High-Quality Leads
Not only do you want to ensure that your lead generation process is successful, which means it is bringing in people to your business, but it is working to find quality leads.
To improve lead quality, you need to focus on your target audience and ensure that there is a broad understanding throughout the business of who your ideal customers are and where to find them. Lead generation is a tricky process within itself, but more work needs to be done to increase lead quality and ensure you are getting the best success for your brand.
There are various ways that you can obtain a high-quality lead, such as:
Get Departments On The Same Page
To improve lead quality, you need to ensure that your sales and marketing teams are working together, as both of these departments have the outreach you need for this process.
Higher quality leads can simply mean turning MQLs into SQLs, where people are more likely to become a paying customer and bring revenue back into the company. For this to happen, there needs to be ongoing communication between the marketing team and the sales team, as these have the contacts.
In most companies, the sales team has a better understanding of the target audience because they interact with these people every day. This information can be shared with the marketing team, who can use this to improve advertising techniques and therefore work on generating high-quality leads from the offset.
Lead generation is a team effort, and this is especially the case when you want to generate high-quality leads that can have a great benefit to the company. This is why the first step in this process is to ensure that the various departments are working together and sharing their knowledge.
Know Your Target Audience
Lead generation is getting the opportunity to speak directly to your ideal customer, so it makes sense for you to spend a lot of time learning who these people are first and foremost.
Your sales team can help with this as they most likely are already in contact with the best customers for your brand, and this information can be used to attract people who are right for the company. With targeted content that is specifically designed for buyer personas, it will be easier to bring in quality leads that are going to spend money with your company.
It would be best if you learned everything about your audience, from their job level to what they are interested in. This is what makes up buyer personas, and this is vital to the successfully selling of any product or service you may offer.
When it comes to marketing a product or service, you will have a good idea of potential customers that will be interested in this in the first place. Companies need to take this one step further, as do most marketers, to ensure this information is being used to obtain high-quality leads.
The more you can learn about your ideal customers and their buyer persona, the easier it will be the market to them. Once you can meet their needs in this way and offer targeted content, they are more likely to enter the marketing funnel and become qualified leads.
Market research is something that is required in all businesses, so working on this aspect now is a win-win situation. There are various things you need to know about your ideal customer, including their age, gender, job title, and location.
You can use this information to get as many leads as possible within the target market because you know who your audience is and where to find them. So many companies fail to do the proper research into their target audience and are therefore missing out on most leads that they could be generating.
To get better leads, simply become more specific with your intended audience and allow the sales team to use this in their practices so they can move people along the sales pipeline.
Determine Lead Scoring
Before you can reach more potential leads, it is a good idea to determine where your business currently stands with lead generation as a whole. This means partaking in lead scoring or a similar service where you can determine the quality of your current leads and where additional work is needed.
It is very likely that there are already customers in your sales cycle, and lead scoring can help you determine whether it is a good idea to nurture leads you already work with or focus completely on generating new leads instead. For most companies, the answer lies somewhere in the middle.
Regardless, working out the quality of your current leads and how successful the lead generation tools you are currently using are, will give you a good idea of what your next move should be.
You can determine, based on the market research and buyer persona you have created for ideal customers, whether you are currently generating leads that are suitable for your brand. Each lead can be given a score, for example, between 1 and 10, which you can use to determine the quality. This will vary based on the needs of your business and the sector, but scoring will show where you should nurture leads and where you should be looking for new ones.
Based on your target market, the best kind of lead will vary greatly. For example, your company may be focused on obtaining B2B leads, in which case, these should be given the highest scores to mark them as a high-quality lead. With this high scoring, you know which leads to move through the marketing funnel and where your future marketing efforts should go.
Scoring allows you to determine the most important leads of your business, also known as the high-quality leads. With this in use, you can send more leads of this quality to the sales department, where better conversations can take place and finalize a sale.
The sales teams will not be inundated with a range of leads and instead have a targeted selection of people to interact with, which can make their job easier and more successful. With fewer people to target, it will be easier to get a high-quality lead on board and interested in your brand.
Determine Quality With Quantifying Questions
It is very likely that many of your existing customers have only offered the most basic details. These leads may have come from your website landing page, where an email prompts people to sign up, or from social media, such as your Facebook page.
In these cases, only standard information is known, such as the email address, name, and general interest in your brand. At the same time, this may have worked for your company in the past when it comes to getting high-quality leads, but you do need to do more. You need to not only understand more about who your customers are but also where in the buyer’s journey they are so you can determine whether they are going to become a paying customer or not.
This is where quantifying questions come in, as you can ask leads to provide more information that is relevant to your current lead generation strategy. The information given can then be passed onto sales and marketing teams, where they can provide what customers want and expect.
A great example of a quantifying question includes ‘what is your job title.’ This will give you information not only on the kind of person you are working with but also ideas regarding their budget and the kind of product or service they would be most interested in buying.
It is important to note, however, that whenever you use quantifying questions, whether this is on your website landing page or throughout social media, it is best to keep things short. A few simple questions will be a good way to ensure customers provide the information needed by the sales and marketing teams, as too many questions will be ignored.
To increase lead quality, you also need to increase the quality of the content you are putting out. If you want to become a lead magnet, then you need to make sure all of your marketing channels are appealing to your target buyer, no matter where it is or who they are.
Digital marketing is going to be the main focus when working on gaining high-quality leads, as most companies will create content online to attract their audience. When people are looking for a service or product, the first thing they will do is an online search. This means to be seen by your ideal audience, you need to be online, and there are many marketing channels you can rely on here.
Creating content online can be easy, as many channels are free to use. However, to ensure that you get the right attention online, your content needs to be quality.
This means that everything you post on a marketing channel, whether this is social media, your sales page, or landing pages of your website, is good quality, informative and engaging. You should also ensure that your website is high-quality and works well on all devices to attract the right people. All features, from the landing pages to the information, should be clean and concise and represent your brand well to put the best impression out there of your company.
Anything you publish online, from a status on Facebook to a blog post on your website, should reflect your brand messaging. This is your chance to show audiences what your company is about and how you can help them, as well as put your best foot forward.
This solution may be simple, but it works – quality content will attract quality leads, so make sure this is a focus once you know who your target audience is.
While there are some great free tools out there, such as social media, you can also use paid ads to get noticed by your desired audience and increase lead quality. Paid adverts can be a great way to get noticed across the internet, and you can appear on channels you might have otherwise not had access to, as well as giving you a more prominent position on regular channels.
Paid advertising can be used to get on the landing page of top websites in your niche, as well as appear as a recommendation for your target audience when they browse online. Paid advertisements are also commonly used on social media to expose brands to a wider audience.
Using the target keywords, you have developed through market and audience research, you can get your name out there and ensure it is noticed by the right people.
Paying for targeted ads will be cheaper to do when you have a hyper-focus, which means there will be a small range of channels that are suitable for your work. These ads will target high-quality leads across the internet and encourage them to contact your sales team where they can further their transaction.
Lead generation is a vital aspect of the sales process for any company, as, without customers, there will be a limited amount of money coming into the business.
Over time, you will learn that quality over quantity applies to almost all areas of business management, including lead generation. While at the beginning stages, it was enough to have people interested and bring them to your brand, it is now time to narrow down your niche and focus on the people who really matter.
Even the most successful lead generation strategies can do with some tailoring over time, and that is what we have focused on in this guide. It is possible to use the same kind of tactics to increase the quality of leads as you did to find people in the first place, although now there is a need for more research.
Many benefits can come from focusing on quality customers within your business, and it is something to consider working on for this new quarter.
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