Published November 28, 2017
On this episode of "Inbound & Down," co-hosts Jon Sasala and Danielle Esposito discuss how to generate quality leads. They explain what differentiates a "lead" from a "quality lead," and share five effective ways to generate those that will convert into customers.
"We want to generate leads" is something we hear our clients say a lot.
If you're not familiar with inbound terminology, a lead is "somebody who comes to your page and expresses some type of interest in your product or service," explains Jon Sasala, creative director at Morey Publishing. "So, it's a contact, but it's more than just a random contact, it's a contact that's a potential customer."
"We're not looking for tons and tons of people, we're looking for the right people."
More important than simply generating any leads, however, is attracting the right leads, or quality leads.
"We're looking for quality over quantity," continues Sasala. "We're not looking for tons and tons of people, we're looking for the right people."
A quality lead is someone who matches your company’s buyer persona and has a clear intent to purchase your product or service. Marketing and sales teams typically measure the quality of a lead with a method called "lead scoring," in which a sales team prioritizes leads that are better matches for your company. The higher the score of a lead, the more likely they are to make a purchase.
Since qualified leads are better targets for your sales team’s efforts, it's important you know how to generate them. Here are five smart ways to generate quality leads:
Blog about various topics, keywords, and questions your leads may be searching for. Provide conversion opportunities to collect a visitor's contact information with the proper call-to-actions, and a way to subscribe to your blog.
Create white papers, ebooks, and other content offerings that require visitors to fill out a form with their contact information in order to download.
Video is the future of marketing, and is also a great way to generate quality leads. Use videos on your landing pages to increase conversion rates. A study by eyeviewdigital.com found that using video on landing pages can increase conversion rates by 80 percent. Using Facebook Live is another great way to generate quality leads. Your fans can share your live stream to their Facebook friends, and you can interact and help answer viewers' questions.
People are 45 percent more likely to convert in a live chat situation. This enables visitors to ask questions about your product or service and receive immediate answers, which can encourage visitors to take action. Furthermore, specific chat solutions can provide the contact information of the visitor you're chatting with.
Weighing in on topics on question-and-answer site Quora.com is a great way to find people curious about your product or service. Answer questions with a (thoughtful) link back to your website to drive traffic to helpful pages.
Have any questions or topic suggestions? Comment below or email us at firstname.lastname@example.org.