Getting qualified leads from your website is the primary reason you have a website. Increases in traffic do not necessarily mean that the people visiting your site are your target audience. So how do you get better business leads? What are the lead qualifications that define a potential customer? How can you generate leads on your website?
What are qualified leads?
A qualified lead is a visitor that is sales ready or fits your buyer personas. What makes them qualified is that they are actively searching for your product or service. This could be through AdWords or even better, SEO. For example, if you are a Ford Dealer in South Bend, a visitor that types in “Ford dealers Indiana” is more likely to be a prospective customer than someone who clicks on your banner ad on a newspaper site just because it looked interesting.
Qualified traffic can come from a variety of sources. However, they typically find you as a result of digital marketing efforts.
How can you attract qualified leads to your site?
First, we will assume that your website ranks well and generates plenty of traffic. After all, without a pool to sort through, you won’t ever find sales leads.
Unfortunately, statistics show that only about 20% of your website visitors come to your site ready to make a decision. Most of them are seeking information and will require anywhere from 8-20 touches before they are sales-ready.
Of course, the more targeted your campaign, the more likely you are to increase that percentage.
Targeting Your Marketing Campaign
Here are some great tips for targeting your marketing efforts so that you reach the right people.
1. Know Your Audience
Who are your existing customers? What stage of the sales cycle are you targeting? A good online marketing team conducts the proper background research and builds their buyer personas.
2. Create an Offer That Resonates
A website should have at least two conversion opportunities before trying to close a sale. Your primary offer is for visitors who come to you already knowing what they want. These people have two main interests, your price, and your reputation. You will convert these business leads with incentives, discounts, or free offers.
Your secondary offer is for those still gathering information on the type of product they need. These people still qualify as leads, they are just not as far along the buying journey. To connect with them, you need to provide them with lots of information that answers their primary question, “What’s in it for me”?
3. Engage them on Their Own Turf
Once you fully understand your target audience, you can use retargeting to engage with them. Engagement will plant the seeds so that when they are ready to commit, they feel they have an established relationship with your brand.
You should also research communities, influencers, and behaviors of the target audience so you can produce meaningful content. Other channels include social networks, email marketing, forums, blogs, and your company website.
4. Choose the Right Keywords
When selecting keywords to optimize your site content or pay-per-click campaign, relevance is the primary factor. You only want to attract visitors who will want your products. Qualified leads don’t come from “accidental” traffic.
5. Create Usable Content to Generate Leads
The copy, images and overall design of your website and landing pages should be obvious cues to the type of product or service offered and consistent with the search query that brought them there. Structure your site design and calls to action so that prospects immediately know that they’ve found what they are looking for.
Turning Your Lead List into a Customer List
Successful marketing comes out of a never-ending cycle of testing and refining. That’s why it is important to have a reliable way to measure your results. By measuring your success using insightful web analytics tools you can see what efforts are performing best and what strategies may need to go back to the drawing board.
For companies without a marketing department, you might want to consider hiring a digital marketing agency to help you with targeting and converting. The often have access to analytical tools that make it possible to create a data-driven marketing plan. They can also help you analyze metrics such as bounce rate and fall-off.
Fully understanding your customer’s pain points, where they come from, and what they are looking for will guide you on how to turn them from leads into customers
Learn More About How to Generate Leads on Your Website
If your website is not performing as it should and you need to generate leads, contact Effect Web Agency. Effect build building beautiful mobile-friendly websites with SEO content. They also support their client’s digital marketing efforts with strategic plans and analysis.