Dec
28

Generating Quality Leads by Online Marketing

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Every business wants and needs leads aka fresh customers who want what the business is offering.

But how do you make sure that the information you are collecting online (the lead) will result in paying customers? There are a few points to consider if you are looking to generate the highest quality leads:

  1. Traffic Source: The traffic source you choose to generate leads will play a major role in determining the quality of the lead. A lead from PPC/SEO traffic is different from a lead generated from social media traffic or banner ads. Generally, it is recommended that businesses that are just starting with lead generation online start with PPC/SEO since you are able to target “intent based” keywords such as “buy roses in Toronto” if you own a flower shop. Leads generated with banner ads or social media are largely based on interruption marketing and tend to produce lower quality leads.
  2. Fields Captured: The number of fields in your form as well as the information you are asking for will determine the quality of lead. But there is a balance. If you were a real estate agent and you asked for 10 fields which must be completed for each lead, you may have very few people taking the time to fill it out (low conversion rate). These long form leads are usually better quality since they are more filtered but will cost a lot more due to the lower conversion rate. On the other hand if the real estate agent asked for just contact details (name, email, phone) they are likely to generate a larger number of leads but then they will have to ask the qualifying questions when they contact the customer. The only real way to know what works for your business is to split test the long form and short form variations of the lead form and see what the difference in lead costs as well as lead quality is in both cases. This will vary for each type of business.
  3. Messaging: The messaging firstly on your ads then your website will determine the quality of lead. If for example, you offered a free gift on your website in return for the customers information, they may just enter their information for the free gift but may not necessarily convert to a paying customer. This is known as incentivizing and it has its place if done correctly. Generally, you want the visitor of the website to know exactly why they are being asked to enter their information and what will happen after they do so. This transparency will create trust and lessen the amount of fake leads entered into your forms.
  4. Time to Contact: It is in the best interest of the business to get in touch with every lead within the first 24 hours since the form was filled out. Letting the lead sit for days or weeks will turn the leads “cold” and less likely to convert into a paying customer.

These are some of the points to consider when starting lead generation online for any business. Although the best decisions can only be made by running ad campaigns and analyzing the data, you can use the points above to minimize unnecessary loss while generating quality leads online.

Categories : Small Business

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