A high-performing lead generation process involves many moving parts. While it’s important to generate a good number of leads, the quality is just as, if not more important. With proper lead generation tactics, your brand can forge relationships with consumers who are interested in your products or services, and are most likely to convert, increasing your sales and ROI.
Continue reading to learn 4 ways you can improve your quality of leads and the overall generation process.
1. Evaluate and adjust your landing page.
Your landing page is where you provide more information about your products/services, as well as move your potential lead further through the generation process. Whether your goal is to get the user to provide their contact information, download something or make a purchase, you want your landing to make it clear why they should complete that action. Some best practices for landing pages include:
- Keeping your copy simple and easy to read.
- Having a strong and clear CTA.
- Maintaining consistent messaging throughout the entire page.
- Using colors and designs that clearly highlight your CTA.
- Conducting A/B tests to determine what performs best.
2. Create content that’s user-focused and in different formats.
Users prefer content that is either informative, entertaining or both. Consider what users might turn to you for and create your content around providing the right solution. This shows you understand your audience and can help you gain their trust. Well-delivered content can go a long way in convincing users to become leads, and eventually do business with you. Additionally, consider creating content in all different types, such as:
This way, users can access the content in the form they prefer most. Additionally, this provides useful collateral for social media platforms.
3. Perform lead nurturing.
Lead nurturing involves building relationships with qualified prospects, with the goal of earning their business in the future. Many studies have shown that most consumers engage with sales reps in the final stage of their purchasing process. And more often than not, leads will take a while to move through the sales funnel. This is where lead nurturing comes in and why it’s so essential.
4. Utilize marketing automation software.
When trying to improve lead quality, marketing automation software can be key to streamlining and simplifying the entire process. A marketing automation platform provides analytics and measurements that give you the proper insight to improve lead quality. It also gives you an overview of how each of your leads behave in the sales funnel and how your programs are affecting lead generation, sales and revenue. For best results, integrate your CRM system with your marketing automation platform.
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