How to Get More Quality Leads for Your Business

Lead generation is an important marketing activity for any company that has sales as a major business activity. It provides a continuous flow of prospects for your sales representatives to convert to customers. However, the quality of leads can affect the efficiency of your sales operations and may even lead to a waste of time and resources if you are not careful.

Because of this, it is not only important to attract as many leads for your business as possible. It is also important to attract people who are qualified to become your customers and predisposed to convert into your customers. In other words, you need to attract high-quality leads for your business.

Lead generation is an important marketing activity for any company that has sales as a major business activity. It provides a continuous flow of prospects for your sales representatives to convert to customers. However, the quality of leads can affect the efficiency of your sales operations and may even lead to a waste of time and resources if you are not careful.

Because of this, it is not only important to attract as many leads for your business as possible. It is also important to attract people who are qualified to become your customers and predisposed to convert into your customers. In other words, you need to attract high-quality leads for your business.

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How to Identify Quality Leads

A lead is someone who has the potential to become your customer. However, not all leads have the same likelihood of becoming one for your business. As a result, you need to identify those who are more likely to convert into customers and focus your resources on them.

So, how do you define a high-quality lead for your business? Here are two methods that you can use:

Method 1: BANT Method

BANT is an acronym for budget, authority, need, and timeline. It is a lead qualification method used for selling high-ticket items, longer sales journeys, or B2B customers. B2C businesses can use it but it is often only practical if you have an account-based sales approach. Here are the questions you need to find out about your prospect in the BANT method:
  1. Budget – Are they capable of buying? How much are they willing to spend on what you offer?
  2. Authority – Do they have the authority to make the decision? Who makes the ultimate decision?
  3. Need– Do they have a pain point that you can solve? Does the prospect have a true need for what you offer?
  4. Timeline– Are they planning to buy soon? How much time do they need to make a decision?

When a lead meets three of the four criteria above, you can consider them as a quality lead. They may not convert immediately since their circumstances may prevent them from buying immediately. But, they are the easiest to convert among your leads. Unfortunately, this is the same for your competition so it is important to nurture your relationship with them.

Method 1: BANT Method

Another way to identify quality leads is by classifying them according to their lead type. Unlike the BANT method, you do not need to make a discovery call to classify them according to their lead type. You can classify them through the information you can gain with the various marketing automation and website analytics tools.

The different lead types you need to know to identify quality leads are the following:

  1. Budget <– Are they capable of buying? How much are they willing to spend on what you offer?
  2. Authority – Do they have the authority to make the decision? Who makes the ultimate decision?
  3. Need– Do they have a pain point that you can solve? Does the prospect have a true need for what you offer?
  4. Timeline– Are they planning to buy soon? How much time do they need to make a decision?

Out of these four types, sales-ready and sales-qualified leads are high-quality leads. Sales-ready leads demand to be converted immediately and they are more likely to look for an alternative if you do not respond fast enough. On the other hand, sales-qualified leads still require a sales call or follow up but they are most likely to become your most loyal customer

How to Get More Quality Leads

By using Google Analytics for e-commerce, retail websites get access to the following reports that can aid in improving your  marketing campaigns:

Nurture your leads with email marketing

As mentioned previously, quality leads are nurtured. One of the best ways to nurture them is through email marketing. It engages them frequently to keep your brand on top of their minds. It educates them on how your product or service can benefit them. And, more importantly, it can help you identify the quality leads among your subscribers.

However, keep in mind that email marketing requires a more personal approach to be effective. Otherwise, your email subscribers are not likely to open what you send to their inboxes. At the minimum, your emails must address them by their first name and you should only send them mail that they will find interesting.

Automate your marketing tasks

You will be overwhelmed with the number of leads your business can attract through lead generation. This is why it is recommended to automate any marketing tasks that you can. The most important tasks that you  can automate are your lead contact and evaluation activities.

At the minimum, you must have your email marketing campaigns automated with the appropriate tools. These tools will not only automate your email campaigns and replies. But, also, it will help you analyze your subscribers, which you can use to identify quality leads and contact them directly.

Create a customer persona

You must develop and implement marketing strategies that attract the ideal customers for your business if you want to attract quality leads. The first step you must take to develop such strategies is to identify whom exactly you want to target with your marketing messages. And, the best way to identify the target audience of your marketing strategies is by creating one or more customer personas.

So, what is a customer persona?

A customer persona is a hypothetical profile of your ideal customer based on information and analysis of your real customers. It contains information on their demographics – age, gender, annual income, job position, industry, etc. It also tells you about their motivations, frustrations, influences, and preferences relevant to your business.
With a customer persona, you can identify what is the best channel for generating quality for your business. You can determine how to frame the benefits and features of your offer in a manner that would appeal to quality leads. Lastly, you can create content and ads that they will find more interesting and valuable than other brands.

Use relevant content and channel at every stage of the buyers’ journey

The buyers’ journey is the process that your customers went through before they chose and purchased your product or service. It consists of three stages – awareness, consideration, and decision. Here are the characteristics of your potential buyers in every stage of the journey:
  1. Awareness stage< – They are aware of the problem and currently researching it and its possible solution.
  2. Consideration stage – They are aware of the various solutions for their problem and consider the best one for them.
  3. Decision stage – They are ready to make a purchase. So, what do these stages have to do with getting more quality leads?

So, what do these stages have to do with getting more quality leads?

The buyers’ journey indicates that your previous ones do not necessarily start as quality leads. They developed into quality leads through the stages they went through and the information they learned about their problem and the solution you offer. This means you can influence their journey to be more favorable for your brand by facilitating them at every stage of it.

You can achieve this by creating content and using channels that are relevant to each stage of the buyers’ journey. Here is an example of this in action:

  1. Awareness stage:You will attract leads who are aware of the problem by creating articles, social media posts, and video educating them about it, the possible solutions for it, and the solution you offer. Then, you will offer them exclusive content in exchange for subscribing to your email series or newsletter.

  2. Consideration stage:You will nurture those who have signed up for your email newsletter or followed you on social media by educating them about what your offer can do for them.
  3. Decision stage:At this stage, you can use free trials, demonstrations, product guides, and consultation sessions to close the deal. Alternatively, you can place calls to action in your content, website, or email to give sales-ready leads a way to directly purchase your product or request a quote.

Use relevant keywords for your website content

People look for the information they need with the help of search engines. You can expect those who have a good chance to become your quality leads to doing the same. To attract them to your website, its content uses keywords that align with the product or service you offer and the information they want.

You can identify the best keywords you can use for your content through keyword research. Once you have identified the keywords you will use, you will then see which articles are ranking well and find a way how you can outperform them in terms of content quality. You can also use what you know of your ideal customers’ motivations and frustrations to create content that they will probably find valuable.

Use detailed forms when capturing leads

You can qualify your email subscribers better when you require more information in your contact forms. This is especially useful for B2B businesses since quality leads are those who are in the position to make decisions for their company. Aside from their name and email, you can also require them to provide their company name and the position of their organization. You can also ask for the problem they want to solve or the type of solution they are looking for.

Offer lead magnets that are valuable for your ideal customers

Lead magnets are what you offer your audience in exchange for them signing up for your email newsletter. This can be an email series, a white paper, a how-to guide, a DIY checklist, or a webinar. As long as it is relevant to what you offer, you can use it as a lead magnet to attract potential customers to your business.

You can also use lead magnets to target those who fit your customer persona. This will give you a better chance of attracting quality leads to your business. You can achieve this by creating lead magnets that are specifically valuable to them.

Work with your sales team when developing marketing strategies

Your sales team has a more personal interaction with your customers. They can provide valuable information on the characteristics, preferences, and interests of quality leads. Marketing can use this information to create accurate customer personas, valuable content, engaging social media posts, and effective email and sales copy.  

Nurture your leads with email marketing

As mentioned previously, quality leads are nurtured. One of the best ways to nurture them is through email marketing. It engages them frequently to keep your brand on top of their minds. It educates them on how your product or service can benefit them. And, more importantly, it can help you identify the quality leads among your subscribers.

However, keep in mind that email marketing requires a more personal approach to be effective. Otherwise, your email subscribers are not likely to open what you send to their inboxes. At the minimum, your emails must address them by their first name and you should only send them mail that they will find interesting.

If you are a B2B business, customer relationship management (CRM) software is indispensable in keeping track of your leads and customers. It can consolidate the records of your interactions with them and make them accessible to your team, and help in the overall scheme of identifying and converting quality leads for your business.

Curious about How Your Business Attract More Quality Leads?

Quality leads are essential for generating sales and keeping the cost of every sale at a minimum. Therefore, it is no surprise if you want more information about it. If you want to know more about how you can attract more quality leads to your sales funnel, contact us to learn more here at Big Market Solutions!

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