3 Ways to Increase Lead Quality Like the Pros

Jessica is a Google Analytics certified Digital Video Analyst at WebFX. She has created over 100 videos for the WebFX YouTube channel (youtube.com/webfx) in the last two years. Jessica specializes in video marketing and also loves content marketing, SEO, social media marketing, and many other aspects of digital marketing. When she's not creating videos, Jessica enjoys listening to music, reading, writing, and watching movies.

In this video, Ashley from the WebFX Internet Marketing team shares 3 ways to increase lead quality and drive more revenue for your business.

Transcript: 

Want to earn leads that invest more in your business and keep coming back? In this video, you’ll learn how to increase lead quality and form relationships with the people and companies that help your business grow.

1. Target the right audience

One reason you may not get high-quality leads is that you’re not targeting high-quality prospects with your marketing. In order to reach those ideal prospects, you have to understand their interests, needs, pain points, and everything else that makes them unique.

Take a look at your existing customers, especially those who have formed long-term relationships with your business. The best way to do this is with a tool like a customer data platform or CRM, which I’ll touch on later in this video. If you don’t have a tool, look at any customer records you have or follow the advice in the rest of this section.

Identify those common interests, needs, challenges, and anything else that you believe would help you improve your marketing.

Consider surveying your customers. Ask them what content they like (or would like) to see from you, what made them seek out your business, and why they chose you.

Analyze any other details you have on hand, like the demographics of your typical customers, the specific industries you have more success with, or the types of businesses that don’t usually stick around.

If you have a sales team or customer service team, ask them about their interactions with customers. Since they work directly with your leads and customers, they can share common struggles they’ve learned about, questions they often receive, and other insights you may not be able to glean from your marketing.

From the data you’ve gathered, create customer personas that outline who you should reach with your marketing. Look at your personas as fictitious representations of your actual customers.

With a persona, you’ll outline things like your ideal customer’s position at their company, demographic information, goals, and values.

You can improve lead quality and support your targeting through your digital strategies—reaching your ideal audience with PPC ads, email segmentation, or even using the keywords they use for SEO.

2. Create content aimed at your ideal customers

This might sound a bit unusual, but your content doesn’t need to reach a lot of people to be effective. It just needs to reach your target audience.

I’ll give you an example. Let’s say you make reusable food containers. There’s a trend on social media in which people light reusable containers on fire and then post videos of it. I don’t know, I’m making this up. Don’t do this at home.

Yeah, you might get a lot of views with this trend, but will the views come from people who will actually buy your containers? Is your audience even on the social media platform where the videos are trending?

Focus everything you create on your customer personas.

You can go further by creating content for every stage of your customers’ journeys, from when they’re first in the market for something you offer to when they’re ready to make a purchase.

Address those pain points and share your knowledge to move people towards a purchase with your business.

3. Invest in marketing technology (martech)

The customer data you gather impacts your ability to score and increase lead quality, and martech makes this infinitely easier.

Lead scoring means you assign values to your leads based on their likelihood of becoming customers. The more data you gather, the more accurate your scoring system will be.

Lead scoring helps your marketing and sales teams prioritize the leads that are more likely to become your customers. You can eliminate the time spent chasing people who won’t add much value to your business.

Plenty of tools exist to help you gather information about the people on your website.

An analytics tool, CRM, or CDP helps you track interactions with website visitors and business contacts, giving you more insights as to how people engage with your business — even how long it takes for someone to go from lead to customer.

You can even use a dedicated tool that automates your lead scoring based on the data or parameters you provide.

Ready to get high-quality leads?

We provide tons of information on improving your marketing strategy and nurturing your leads across our own marketing channels. Subscribe to our YouTube channel and our email newsletter, Revenue Weekly, to keep learning.

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