How to improve the quality of leads generated via digital

  • Ayesha Rafeeq
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  • Published Date : 18 May , 2018
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  • Updated Date : 8 March , 2019
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    • 7 min read

In today’s Internet-driven age, it is safe to say that if digital marketing is a game, leads are the prize. No matter what vertical of business your brand belongs to, one of the most important quantifiable dimensions that can measure the success of your online campaigns is the number of leads they generate. With so much emphasis given to customer acquisition and lead generation, it is a no-brainer that the marketing team of your firm needs to focus on increasing the quality of leads for a higher rate of conversion. Let’s take a look at few of the fool-proof methods you can incorporate in your digital marketing strategies to increase the quality of your leads, which, in turn, can effortlessly help you grow your business.

Having a quick response time

As the saying goes, it is always better to strike the iron when it’s hot. This quote is particularly true when it comes to following up on leads just when they have shown interest in your product or service. It is a matter of concern that a lot of digital-savvy companies focus on a plethora of lead generation strategies but do so little when it comes to converting the leads to valuable consumers. According to a recent survey, only 37% of companies respond to their leads within a time period of one hour. Furthermore, only 16% of companies responded within the first 24 hours. These staggering statistics add weight to the fact that organisations need to focus on reducing their lead response time to enjoy high-quality leads. Customer Experience (CX) is critical to success and response time is one important part of that.

Cloud Telephony for better attribution

With cloud telephony its easy to not only record and do a quality test on the conversations but also understand which channel and campaigns are giving better results. With tools like Knowlarity and Exotel and integrations with your CRM, you can improve the quality of leads by attributing success to the correct digital channel. For example, by having separate virtual numbers for each channel you can understand which channel is getting better leads and better cost per sale or cost per customer.

Effective lead nurturing techniques

As the name suggests, lead nurturing is the process of developing a strong connection with potential consumers at each step of the conversion funnel. This is actively done through well-targeted content marketing, multi-channel nurturing approaches, and many other techniques discussed below.

Thinking out-of-the-inbox:

Email marketing is the first thing that comes to mind while exploring lead nurturing. However, with the fast-evolving online space, using just this method to nurture your leads will not get you anywhere. It is time to think beyond the constrained dimensions of their inbox and target them through other methods like social media marketing and dynamic website content.

Targeted content marketing:

Targeting your leads till they convert to long-term consumers is one of the biggest challenges faced by digital marketers. However, showcasing your product or service to the right audience at the right place and the right time might sound difficult, but it is not impossible. Start by studying your leads and understanding their needs and preferences in order to trigger their interest in your brand. Personalised emailers are one of the top digital marketing trends of 2018 and are here to stay. Target your audience with personalised emails that are triggered by their online behaviour to hit bull’s eye. Another targeted digital marketing trend is that of personalised home pages, which is considered as the secret ingredient to lead conversion.

Lead scoring based on content consumption:

In an attempt to nurture leads, organisations are resorting to the new-age technique of lead scoring. In this method, leads are rated based on how valuable they are to the organisation. The score is calculated based on how interested your leads are in your product or service and their position in the conversion funnel. These leads are then prioritised as cold, warm or hot leads and targeted accordingly, giving you a better idea of which leads are of high quality and which are not.

Effective follow-up:

Vigorous follow up is the base of lead nurturing. It shows that you care about the interest a potential client has shown in your organisation and are willing to go the extra mile to cater to their needs. It is one of the fool-proof ways to increase the quality of your leads. The best way to track your follow-up is to create a table of all the leads generated, with their contact details and the status of the follow-up process. You can also colour code the different stages of follow-up to make sure you are not missing out on a good lead. While calling back, it is a good idea to delve into the behaviour pattern of your lead to understand what is stopping them from converting. This is also a great time to analyse your marketing approach and check if the glitch is in your sales team, targeting or the medium of communication. Finally, low-quality leads that still do not convert in spite of these efforts can be disregarded as junk leads to clean up the database.

A step-by-step lead nurturing plan to convert leads to customers

Lead nurturing is a slow and steady process that is guaranteed to boost your business since the leads have already shown interest in your services. The process can be kick-started with an intensive blend of activities over various digital channels for a period of a few months, based on the type of business you run and the nature of the audience you are planning to target.

You can begin by sending out emailers to the leads that explain your services with gripping content in the form of blogs and short reads. They can also be targeted through Whatsapp messages, testimonials and relatable videos on Facebook and Instagram. The following month, you can focus on engaging the leads through interactive contests and polls that will indirectly help in word-of-mouth marketing of your product. These contests can be run on LinkedIn, Facebook, Instagram or even Youtube, depending on the type of audience you are planning to target. The high-quality leads generated from these contests can later be targeted with irresistible offers that are guaranteed to close the deal and convert your leads to valuable consumers.

Ads with optimal messaging

Google and social media ads are a great way to generate leads. However, when it comes to producing high-quality leads, it is best to pack your ad with as much information as possible about the product or service you are trying to sell. For example, if you are a real estate developer running ads on a ready-to-occupy project in an upcoming area, it is a good idea to showcase all the USPs of the development in your ad. From the starting price range and amenities provided to the infrastructure of the location and the number of bedrooms, make sure your ad provides much-needed clarity on the project, so your targeted customers will have no reason to not click on them.

We ran the above Facebook ad for Ceebros – one of the most sought-after real estate developers in the nation. It covers all the information a potential customer would need to show further interest in the project. From the details about the location to the starting price range, it provides top-notch clarity on the project. This will, in turn, result in generating high-quality leads.

End-to-end messaging in regional content

There is no doubt that regional content is the future of the online space. With more than 450 million active Internet users in the nation and the steady growth of digital marketing in tier 2 and tier 3 cities of India, advertising your brand in regional languages is the only way you can engage with India’s next billion Internet users. Leveraging the reach of regional content is a good strategy to add to your marketing approach in order to improve the quality of your leads. You can start with a well-optimised landing page which is a sure-shot lead generation technique that works wonders for all brands, whether you cater to the FMCG industry or the finance sector.

In order to make sure you do not lose out on high-quality leads, it is a good idea to take up an end-to-end messaging approach with regional content. Begin by understanding your audience and opting for a survey-oriented strategy to target them accurately with ads in the language they prefer. Right from the messaging in the ad and the content on the landing page to the medium in which telemarketers speak to the leads, make sure the entire cycle is in the same language. Communicating in a language that a prospective lead will be comfortable in provides much more clarity and adds a personal touch to the process.

Additionally, it is a good idea to ensure your landing page is AMP optimised. An Accelerated Mobile Page (AMP) takes much lesser time to load, making it a great tool to grasp the short attention span of a potential consumer. Viewers spend more time understanding the product rather than waiting for the page to load. Moreover, accelerated mobile pages are exclusive to pages viewed on mobile. Considering the fact that a large portion of online users in India access the Internet through mobile, accelerated mobile pages are your best bet to maintain and improve the quality of leads generated via your landing page.

We leveraged the lead generation strategy of landing pages in vernacular content for Shriram – one of the leading real estate giants of the nation. The approach resulted in an increase in overall click volume with a spike in leads. You can also check out our detailed Google case study on how this multilingual approach helped in 90 percent growth of leads for another leading brand.

Attracting high-quality leads and nurturing them into valuable customers is the backbone of digital marketing. Featured below, is an infographic that summarises the above-mentioned points, so you can implement these techniques in your marketing strategy and grow your business.

Increasing the quality of leads is one of the biggest challenges digital marketers face in today’s day and age. It is time you add these simple techniques and tips in your digital marketing strategy to generate hot leads and boost your sales.

 




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Darshan2018-06-07 < Reply

Really important & useful article on lead quality. Its something many companies forget

Nagesh Lingayat2018-05-24 < Reply

Nice & informative blog on how to reduce bad quality leads!

Bhushan2018-05-22 < Reply

Ayesha, very descriptive and detailed research you have brought here. Nowadays it becomes important to generate quality leads in such a high cut-throat competition.

Caran2018-05-22 < Reply

Hi, Really important & useful article which shared. And this blog explains each and every small thing that we can do, to improve our websites and get quality leads.

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