It’s understandable for modern marketers to feel a compulsion to attract as much traffic as they possibly can to their website. After all, so many businesses judge success in marketing based off of the amount of clicks their site pages receive on a monthly basis. However, this is a flawed way of thinking about digital marketing. After all, the ultimate goal of a marketing campaign shouldn’t be to garner page views, but rather, to drive sales. And there’s a big difference between inspiring increased traffic and creating qualified leads for your sales team. Here, we’ll explain four tips that will help your business create more qualified leads and establish a better conversion rate as a result:
Coordinate with Sales
One big problem many companies face is that their marketing and sales departments aren’t on the same page. Sales pros may desire one type of lead, but the marketing department is more focused on attracting a different type of consumer. This incongruity will almost always cause problems. That’s why it’s crucial for marketers and sales pros to get together regularly to discuss goals, best practices, and to ask each other how they can improve.
Write Detailed Content
More and more businesses are currently operating within niches. Given that fact, qualified vs unqualified leads may appear very similar at first blush. One way to separate people who have a genuine interest in your product or service from those who don’t is to write detailed, informative content. Giving your consumer base specific information that offers value in and of itself is a good practice in general, but it will also serve to draw in truly qualified sales prospects as well.
Manage Your Advertisements
Just as you should seek to keep your blog posts and web content focused on your business’s particular emphasis, so too should you closely manage your digital advertisements. Failing to properly designate negative keywords in PPC advertisements, for example, could end up costing your business time and money. Indeed, a business that operates solely in Miami shouldn’t waste their resources advertising to individuals in Montreal.
Let Unqualified Leads Go
Difficult though it may be, business owners have to learn to let unqualified leads go. This may mean trimming your contact list or reducing your email subscriptions. By eliminating unqualified leads from within your system, you’ll allow your team to focus their efforts on individuals who are most likely to do business with your company!
The Bottom Line
It’s imperative for business owners to recognize the nature of their own business. At the end of the day, companies that sell specialized products like quartz microplates will naturally attract fewer visitors than businesses that offer generalized retail products. However, this is not a bad thing. Rather, the more businesses can zero on in their consumer base, the better leads they’ll be able to attract in the long run.