In many circles, people believe “a lead is a lead,” but the fact is that leads tend to vary in quality. Not all leads are created equal. It's far better to focus your time on leads that are more likely to say “yes” to your service because this is going to save you the time of chasing down leads that have no intention of conducting any business with you. This is why we have to learn how to separate the good from the bad. What does it really take to identify good-quality leads?
Create a Scoring System
This might not be possible for every organization, but those that have significant experience in determining different types of leads can start ranking them accordingly. A scoring system using data collected with your CRM system can help. If you really want to start using different scores, you can start to separate them into how similar leads are in comparison to a lead likely to go ahead, or how a lead will interact with your company through your website and your app. Of course, there's a lot to be said about discounted leads as well. But in order to actually work out if a discounted lead is worthwhile or not, you've got to start implementing a scoring system on these too. If you want a bit more information on discounted leads, there's an insightful podcast hosted by Domonique Rodgers discussing it.
Designing Your Brand With the Leads in Mind
Your website is vital to attracting leads. Because if you don't put yourself in your audience's shoes when you plan out the layouts, color schemes, and the general message, this is one sure-fire way to start losing customers. When you start to make your website mobile-friendly but also really get that empathy for the customer journey it's a great way to understand the type of lead that will buy from you.
Creating Great Content
Getting a great lead is about getting the audience to be educated on problems that they could be experiencing so you guide them to the ideal solution: you. Having great content will always establish your expertise in the field. It's going to attract the right people to your website and when you start to highlight the pain points they have, you have a very worthwhile solution right there. Convenient, eh?
The Relevant Keywords
You need to take the time to plan your keyword strategy. You could create amazing content, but if people are searching on other topics or terms, there is no point in having this content in existence. So if you are going to capture high-quality leads, you've got to have long-tail keywords. But of course, with all of this, it's not just about getting high-quality leads you then have to keep them through stellar marketing strategies and tactics. And this is something that we all do battle with. However, generating proper leads is a lot of hard work. We should always focus on quality over quantity, especially when it comes to leads.