Leads are quite different in terms of how you qualify them. Also, how long until they become customers? A lead is never someone who has no interest in your product. They may have expressed it via an online survey, lead magnets, paid ads, or a subscription. Acquiring leads is very different from cold-calling strangers. In this article, you’ll learn how to find quality leads and turn them into paying customers.
Lead generation is the first step of the sales funnel and is vital for business growth. Usually, marketing and sales teams manage it, and there are different types of leads that your company needs a strategy for. A lead may turn out to be a bad fit for your product or service. Therefore, you need to have a process in place to let them go. Retargeting leads that expressed initial interest but stopped interacting with your brand could be a way to prevent losing valuable prospects.
In this article, we will explore the necessary steps to identify quality leads who can bring value to your business and convert them into customers.
Your Sales and Marketing Teams Need To Collaborate to Find Leads and Turn In Paying Customers
There is a lot of vagueness about who is responsible for lead generation – sales or marketing. In the past cold calling and knocking on doors was the main dynamic to get customers to a business. Nowadays, sales are only responsible for closing already qualified leads. However, in the age of digital marketing and remote work, this explanation is far from enough. Hence, your sales team needs to collaborate well with your marketing people. As a result, they will convey your message and values in the best possible way.
Business owners and managers need to make sure they give their lead generation teams all they need for smooth and constant communication. A BPM software is a great solution for project management and collaboration as all updates, notifications, reports, and chats are around projects and tasks, rather than in broader office chat rooms. This way of managing sales and marketing processes is effective as all communication is focused on one project and only includes the relevant people involved. BPM software also provides transparency within the organization, as anyone can see all details and discussions on the task at hand and spot discrepancies. So, a good way to find quality leads and turn them into paying customers
What does “quality lead” mean?
A quality lead is a lead that has a very high potential to convert. Usually, quality leads are much harder to obtain but once they’re on your side, they are way easier to manage.
As lead generation is the initial and most important process in your pipeline, it shouldn’t be taken lightly. For example, increasing spend for marketing for a month doesn’t guarantee a drastic change in the number of customers. Hence, acquiring leads is not a numbers game but rather a complicated process that rests on careful strategies. Channel your efforts into leads that are a good fit to the product and close enough to your buyer personas.
Lead Generation: Dos and Don’ts
When you are building a lead generation campaign, keep in mind that the ultimate purpose should be getting a paying customer that has the potential to stay with the brand. Here are a few rules to follow to find quality leads and turn them into paying customers
- Take your time. That’s both in the planning stage, and in the process of your campaign. Do not expect your business to scale overnight. Create campaigns that add value for the potential customer. That’s how you will sift through the ones who have a general interest from the ones willing to buy.
- Make sure your teams communicate with each other. This is essential so you can adjust all campaigns to the company goals and values. Use a collaboration tool to keep all business processes transparent and relevant.
- Track results with the right metrics. This is true about either email campaigns, social media ads, or simply your blog. It’s important to keep track of the metrics that matter. For example, social post engagement does not really give justice to the amount of high quality leads you gain with your post. However, website visits, CTR and Conversion rate of your website would give you a much clearer picture of the quality of your traffic.
Extra Dos and Don’ts to Find Leads and Turn In Paying Customers
- Highlight the added value every step of the way. Reminding your leads the benefits of your product/ service/ content/ brand at each stage of the lead generation process is different than over promoting and selling aggressively. Try to use subtle and clear messages that state exactly what your product has to offer, no extra fluff
- Work on your content . Whether you publish regularly in your blog, post on social media, do video series or a newsletter, make sure your content is well-researched, informative and valuable for your audience. Do not use it to sell your products as this will have a negative effect on conversions.
- Explore different routes. Make sure you work on several lead generation routes to diversify your portfolio. There are plenty of inbound marketing tools at your service – Facebook Ads, Google Ads, YouTube Analytics, you name it! Also, engage with your audience via surveys, quizzes, PR campaigns and interactive infographics.
Successful Lead Generation: Conclusion
Identifying high-quality leads for your business is not an easy task but it can certainly do wonders for your scalability and success. In order to avoid splashing on attracting the wrong crowd, work on different routes and be consistent with your efforts. Lead generation is a long-term strategy that you need to build on in time as opposed to a quick way to make a lot of sales.