Customers are crucial to the health and lifespan of a business. At one point, customers were leads – people who were just interested. To survive and thrive, a small business must generate many leads who are not only interested but are willing and ready to buy. These are quality leads, and this article explains how to improve lead quality and make more sales.
Who Is a Quality Lead?
A quality lead is someone who shows interest in your product or service and is highly likely to buy from you.
For instance, I help people with their Facebook ads campaigns. I create content about Facebook ads on my social platforms (Instagram, TikTok, YouTube, etc.) and on my blog to attract these people.
Content is shown on search engines like Google based on search and social media based on interests.
It is possible to be interested in Facebook ads and not own a business.
An example is a digital marketing intern seeking to learn more about Facebook ads.
Therefore, for a Facebook ad expert looking to help set up ads and get paid (me), quality leads are small business owners who wish to promote their business using Facebook ad campaigns.
Why Should You Increase Lead Quality?
Your marketing efforts should be streamlined and get quality leads if you wish to scale your business.
Time or money spent on unqualified leads is wasted.
Therefore, It is essential to work on improving the quality of your leads, from website visitors to social media viewers.
Also, your ideal client or customer knows what they want.
A quality lead does not disturb your head with questions; they already understand how things work in your industry.
Hence, they intend to buy once convinced of what they see about you.
However, you should know that all your leads can’t be quality.
If you narrow your audience too much, you probably won’t get any leads because even your target audience is not looking to buy all the time.
You can use loose content marketing to keep their interest until they are ready to buy.
Read More: 8 Things Every Small Business Owner in Nigeria Needs to Do
4 Ways to Increase Lead Quality
You need to attract many people to build awareness for your business.
Everyone can’t be your customer.
Therefore, you need to discourage people who won’t buy from reaching you while making it easier for quality leads to contact you.
Here are four ways you can increase the quality of your leads
1. Target Your Audience Correctly
You won’t produce high-quality leads if you don’t use your marketing to target high-quality prospects.
To connect with those perfect clients, you must know their Interests and Needs.
Look at your current clients and customers to find shared interests and requirements.
Here are the steps to finding out more information on your present clients:
- First, take a poll of your current clients and consumers.
- Next, ask your sales about customer experiences and patterns they’ve seen.
- Finally, create customer personas based on the data you’ve acquired to describe the target audience for your campaign.
Using advert platforms like Google or Facebook Ads, you can target people based on demographics and enhance lead quality.
Using email segmentation or even their SEO keywords is another option.
Make sure to use audience targeting options while starting your advertising.
For instance, you may use Facebook’s targeting features to ensure your ideal customers see your social media adverts.
Create adverts that target your audience based on their;
- History of purchases
- Job Title
- Company Industry
- And lots more
2. Produce Content for Your Ideal Clients
Your content doesn’t need to be seen by many people to generate high-quality leads. It only needs to get in front of your target market.
Your consumer personas above should be the focal point of everything you generate.
Keep in mind who your ideal clients are.
What are the aches and pains? What do they find interesting?
Make sure to include the facts they require and the answers to their queries when you compose your material.
For instance, consider your potential clients and their issues if you sell cars.
Perhaps they need to know how often they need to service the vehicle or how to buy spare parts from accredited stores.
Additionally, you may produce content for each stage of your clients’ purchasing journeys, from when they first express interest in a product or service you sell until they are prepared to make a purchase.
To encourage customers to buy from your company, discuss their problems and impart your knowledge.
3. Use Appropriate Channels to Draw Them In
You may learn much about your target consumer from your “Buyer Persona” study, including where to look for them.
You will reduce your advertising expenses, and your marketing budget will be less waste if you choose the proper channels to locate them.
For instance, Gen Zs feel at home on short-video platforms like TikTok and Instagram reels.
Therefore, if you wish to target Gen Zs, you must adapt your adverts to the fun short-video content they enjoy.
Conversely, when millennials and boomers need something on the internet, they are conditioned to search for it.
Therefore, creating web pages and blog posts that rank on search engines is your long-term go-to strategy to target millennials and boomers.
Starting, you should try PPC campaigns like Google Ads.
4. Develop Relationships by Showing Up
Most purchases don’t happen in an instant, especially in service-based industries.
This is also true for digital products.
Ensure that leads are guided through a journey that helps them see you as a friend and become loyal to you.
This relationship will later lead to purchases when your leads are ready.
Emails and SMS are essential in building relationships with leads.
Create gated content that helps you collect these details from leads.
For instance, if you wish to sell a training program, you can give out a chapter of said program for free as an eBook.
Your leads drop their email address where you send a link where they can download their free eBook.
This is where your work starts; you need to stay in contact with leads who download your eBooks.
Use email automation platforms like MailChimp to schedule a chain of newsletters to convince the leads who downloaded your free eBook to purchase your training program.
This strategy does not work for service providers or coaches; it also applies if you own a business selling goods.
You probably promote your business on social media.
The truth is you don’t own your social media accounts; you can be shut out anytime.
That will be a shame if you have managed to grow a massive community across your accounts.
Help yourself by moving your followers to a mailing platform where you have total control.
For businesses selling goods, you can offer to send special discount coupons to your customers via mail or create a flash sale for only people subscribed to your newsletter.
People who subscribe to your mailing list via such announcements are immediately quality leads.
Create unique content for your newsletter subscribers to keep them interested in your business.
Do You Need Help Getting Leads?
Lead generation is critical to the growth of your business.
The more leads you have, the more your chance of getting quality leads which later translates to new customers.
The cheapest means of acquiring leads for your business is through Facebook advertisement.
If you want more qualified leads, particularly people searching for your business, Google Search Ads is your go-to solution.
Whether Facebook or Google ads, you need knowledge of targeting the right audience, creating the right ad creatives, and the best practices of either platform.
That is where I come in.
Contact me now; let’s discuss generating quality leads for your business today.