Generating leads through paid social campaigns can be challenging. Generating high-quality leads is even harder. Lead generation helps brands to get in touch with prospective buyers and converts them into customers.
By using the right strategy, marketers are able to get higher conversion rates for their social media campaigns, generate qualified leads at a lower cost, and ultimately create more revenue. When working on improving lead quality, it is almost inevitable that you will also lower the number of leads you are generating.
The challenge is that there are no set rules for lead generation. Every company has its own unique set of needs, which means that it's hard to find an exact match for each business strategy or marketing campaign. Here are five strategies you can use to improve the effectiveness of your campaigns and ultimately your lead quality.
1. Develop Your Content Marketing Strategy
Content marketing is a well-documented tactic to pull in more high-quality leads than other marketing tactics. It’s a strategy that can help you generate leads, but it can be hard to measure its success. One of the best ways to determine the effectiveness of your content is by using social media analytics tools.
These tools allow you to measure all sorts of metrics for your content marketing efforts, including likes, shares, comments, and more. With these tools, you can see which pieces are most successful with your target audience and what content they are most interested in.
Create content that will resonate with your target audience
If you want to increase leads for your B2B business, publishing quality content is one of the best ways you can do so. This will help keep them coming back for more information about your products or services and will also provide them with a sense of trust in you as a brand.
You’ll need to do some audience and persona analysis before you begin creating quality content that your audience will actually want to read. Put yourself in their shoes: what would I be interested in reading if I was __? What are some of their misconceptions? What are their daily struggles? How can you help them overcome?
2. Website Copy That Speaks To Your Target Audience
The goal of website copy is to convert visitors into leads. It has to do that in a way that will speak to the customer, not just anyone that may happen to your website.
Landing pages are an effective tool for generating qualified leads or customers for your business. It's important to think of who your target audience really is and what will make them want the product you're selling. Call out the pain points, challenges, and hesitations of your target persona.
Your homepage is the public face of your company. The design, content, and messaging should reflect what you want to communicate to your visitors. Your homepage should be an extension of your brand, reflecting the same principles and voice.
The following are 5 tips for optimizing your homepage:
Define the purpose of the page
Optimize it according to where people are coming from (are they typing in the URL directly or clicking on a link?)
Clearly articulate what you offer
Make sure the navigation is obvious and easy to find
Take advantage of any opportunities for storytelling or content that will engage potential customers
3. Effective Use of Ad Copy
The use of qualifying copy in ads has been around for years. It is a technique that is used to target specific audiences by excluding others. This strategy usually works best when there are many different types of products or services you offer and the user base is also diverse. To make it work, you need to find out what your customer wants and then show them ads that will qualify them. Qualifying ads are nothing but personalized advertisements that cater to the needs of individual users.
“73% of buying decisions are made at the point of contact”
– Ted Nicholas, famous marketer
Good headlines can be what make or break a sale for customers and clients. Copywriters must be able to craft an attention-grabbing headline with something unique about the product or service they are selling and make it relevant to what they like or want at that moment in time.
You should have a strong use of verbs that will catch the attention of your potential viewer/reader. Some of the most common words used in headlines are: "new", "best", "how-to", "how to get", and "now".
4. Create Effective Lead Forms
Converting visitors into leads on your website is the most important marketing goal, and likely one of the hardest. This can be done by asking for more detailed information on your lead forms.
It's never too late to increase the amount of information you ask for on your form. You'll get better leads and reduce the number of forms filled by lower-quality leads.
Lead quality is often used as a filter for marketers but not many companies actually know how to measure it.
There are some great tools out there that can calculate the lead quality based on four metrics: form completion rate, form abandonment rate, bounced visits, and visitor conversion rate. If you use HubSpot as your CRM, you already have a leg up, as HubSpot provides all of this information and more.
Fields in your form
An optimized form will result in a lot more leads. There’s a huge difference between asking for an email address and a work email address. Double-check that you are asking the user to give the exact information you want in your forms.
Struggling to come up with more questions to ask in your lead gen forms? Ask yourself this. What are some of the additional nuggets of information that you or your sales team would love to have already in hand when following up with this lead?
This will help you and the sales team work more efficiently and get a better understanding of what they are looking for. Not to mention, this will also help to pre-qualify leads before they even enter your funnel.
Wrapping Up
As the cost of customer acquisition continues to rise, it's more important than ever to ensure that you're acquiring the right customers. A study by Forbes and SurveyMonkey found that not only do 88% of people say they won't buy from a business again after a bad experience but that 53% of consumers say they'll take their business elsewhere if they're asked to pay for services upfront.
If you want to increase lead quality and turn away those who will never become customers, you'll need to make some changes. To recap: invest in your website's content marketing strategy, lead forms, and ad copy to create an online experience worth sticking around for.