So, you want more leads. Maybe your campaigns are falling flat, or maybe the leads you are getting are of a low quality.
It might not surprise you to know that, as digital marketers, we’ve been in the same situation. Luckily, Soup Agency has picked up some tips to help you generate more qualified leads through your digital marketing strategy.
1. Refine Your Landing Page
We consistently hear about clients having the same problems with leads: they come all the way to the landing page, then immediately close the tab and don’t come back. Why is that?
Honestly, sometimes the pages our ads direct leads towards just don’t pack a punch enough to keep their attention. Must-haves for your landing page include:
- Fast loading times
- A clean user interface
- The similar tone throughout your content
- A clear CTA
If you’re confident you have these potential problems covered then try implementing some of these 5 hot tips for refinement:
- Use color theory to make your content pop with contrasting text and backgrounds.
- Use emotive headings to leave a greater impact.
- Maintain a visual theme with similar-looking elements so that customers can flow through the page easily without aesthetic confusion.
- Have visible testimonials when relevant to your business.
- Add social platform icons and content sharing ability so that customers can easily share your pages on their platforms.
2. Get to Know Your Current Lead Types
We know, we don’t like venturing outside our bubbles either. However, sitting down for a chat with your sales team is an important step toward pinpointing what’s going wrong with your current strategy.
Sales teams will usually have good feedback about the type of leads they’re interacting with and be able to pinpoint where there aren’t ideal customers and where quality leads are coming from.
Investigate and track these 4 types of leads to make sure each group is covered in your strategy and to help you spot any problem areas.
1. Marketing Qualified Lead (MQL)
A lead that has intentionally shown interest in previous marketing but has had no direct contact with the business. For example, filling out a contact form, adding to a cart, or downloading content.
2. Sales Qualified Lead (SQL)
Often mistaken for an MQL, this is a lead that has shown interest and is ready to get in direct contact with the sales team, exactly what you want to hear.
3. Product Qualified Lead (PQL)
This type of lead has already had an experience with your business and understands the value of what you’re offering, so they are much more likely to have that drive to purchase.
4. Service Qualified Lead (SQL)
SQLs come directly from an open conversation between a customer and a service team member and are a direct result of the quality of your customer service AKA the more SQLs the better.
3. Use a Digital CRM System
Adopting a strategy that helps you to target quality leads (rather than just a lot of half-baked leads) is a far better use of your precious ad spend in the long term. After sitting down with sales, a good next move is to set up a customer relationship management (CRM) system.
A CRM platform pools all your data and presents it in one place. Streamlining communications and making it so much easier for your employees to understand the ins and outs of what is currently going on with your business. With accessible customer metrics and demographics, you can observe campaigns and workflows to ensure they are nurturing your leads. Or even follow up on different lead types with personalized automatic emails or staff alerts.
Importantly, the size of your business won’t determine your results when using a CRM system. Whether you’re a solo freelancer or a large-scale corporation using CRM software is the best way to track and organize your customer data.
One of the most popular free CRM software platforms in 2022 is HubSpot. With a packed dashboard and a collection of tools for blog optimization, campaign tracking, and email marketing, you’ll be much better set up to invest in quality leads!
4. Provide a Value Exchange
If you want your customers to give you something, you need to give something in return. This is where the idea of a ‘value exchange’ comes in: to get leads to provide you with information, you need to provide value to them in return.
Many businesses simply put a pop-up on their landing page asking for customer details, but this can be a hard sell to potential leads. What you could do is provide some kind of value back to them for example a…
- Whitepaper
- A consultation
- A resource sheet
- Industry Tips
- An eBook
- A case study
or something else specific to your business. This gives customers more motivation to show interest or submit some details for you to follow up on later.
For example, Soup Agency offers a FREE digital audit. Providing a full marketing and site audit with business-specific insights in exchange for the opportunity to develop customer relations and demonstrate the value of their services.