Generating new business leads maybe relatively simple for most businesses. However, getting marketing qualified leads, those customers ones more likely to convert, is a far more difficult task that requires a great deal of research and complex funnel development.
Who is a qualified lead?
A qualified lead is a prospect who is more likely to become a customer because he or she has already been primed through various methods. Warming up this person to your brand, developing trust and positioning him or her to accept your solution is often accomplished through the content you offer. Here are a few ways to generate more leads for your team:
Researching your target-audience members from every angle can reveal their major pain points. With that knowledge, you can work with a content agency to craft compelling content that captures their attention.
When your audience members are the ones researching a problem, your content should be there, ready to pull them into the funnel. If you focus your efforts on creating high-value, comprehensive content, prospects will continue to engage and be more likely to progress further into your funnel.
You can’t just wait for customers to find their way into your funnel. Take a proactive approach getting more online business leads by sharing your top-of-the-funnel content in channels and groups where your customers spend their time.
Try and do this on a regular basis, with the aim of providing as much value to my prospects as possible. Once you establish a foundation of trust, your content will propel more leads into your funnel.
Add a highly valuable offer at the top of the funnel to pique your audience members’ interest. This incentive should hone in on one of their major pain points. The opt-in for this offer should be available throughout your site, and it should be used as the primary call to action in your blog posts and social outreach.
Start connecting with your most successful customers. Personally interview them and find out what kind of success they’ve achieved with the help of your product or service. Develop case studies based on their results and share these studies with leads in the evaluation and comparison stages.
Reading about the success of your other customers, especially those who were facing similar obstacles, will likely push those prospects into positions where they’re ready to convert.
It’s important to go back and examine each stage of your funnel, as well as the buyer’s journey. Analyze your data to determine which content and events would be most likely to convert your leads into customers. Review their activities throughout the funnel, look for items that correlate with the highest close rates and adjust your conversion path to steer prospects along that same journey to success.
The prospects in your funnel want to resolve a problem, and it’s up to you to communicate how you can help them find a suitable solution for their situation. The only way to encourage them to proceed is through your calls-to-action (CTA).
Make sure you’re running A/B tests on CTA variations and constantly refining them so they focus on the value by clearly explaining what benefits await the lead.
Improve engagement throughout the funnel by using more visual content, like videos. You can convey a lot more information in a 30-to 60-second video than you can by having someone read long copy. Videos on landing pages have been shown to increase conversion by up to 80 percent, and a majority of users who view video content are more likely to convert.
Although reducing the number of required form fields can increase conversion rates, that doesn’t always help with qualification. In some cases, you can increase the number of fields without a drop in conversions as long as the information you’re requesting has value to the reader.
Test variations of your forms that balance a reduction in friction with gathering the most relevant data for your sales teams.
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