Articles, Digital Marketing, Email Marketing

How to Generate Leads That Will Convert

Have you ever wondered what sets industry leaders apart in our constantly evolving business landscape? The answer is high-quality leads. Research shows that 91% of marketers say that lead generation is their most important goal. High quality leads can not only boost conversion rates and customer loyalty but also significantly reduce marketing costs. 

We’ll be running through why lead generation is vital to any marketing campaigns, but most importantly we’ll explore lead generating strategies that target quality over quantity. By the end of this article you’ll know how to attract and identify leads with the highest conversion potential.

What makes a lead high-quality?

High-quality leads aren’t just window shoppers; they’re the ones who raise their hands and say, “I’m interested!” These are the folks who are more likely to turn into paying customers.

Companies that have an effective lead nurturing strategy generate 50% more sales-ready leads, and they do it for 33% less of the cost. This means that high-quality leads aren’t just valuable but also cost-effective. 

While it may not be as easy as it seems, recognising and nurturing potential leads can be your business’ new secret weapon. As the amount of data available to modern businesses increases, it can be difficult to keep track of potential leads. Our lead-scoring tool helps you automatically score contacts based on their email engagement so you can send sales targeted campaigns to leads that are more likely to convert. 

Graph: Top marketing challenges
Source: Smartinsights

What are the four types of leads?

Let’s dig deeper and understand the different types of leads you’ll come across on this lead-generation roadmap.

Marketing Qualified Lead (MQL)

First up, we have Marketing Qualified Leads (MQLs). These are like the curious window shoppers who’ve stopped by your website and are looking around. 

Marketing Qualified Leads (MQLs) might not be ready to whip out their wallets just yet, but they’re definitely intrigued. According to Gartner, only 44% of MQLs pass through sales as a potential good fit. 

These folks have a problem and are checking if your product can solve it. For example, anyone who has downloaded an ebook, case study, or any marketing content from your website is an MQL.

Sales Qualified Lead (SQL)

Sales Qualified Leads (SQLs) have gone through your website, maybe tried out products, and are now ready to meet your sales team. In other words, they’re primed to buy. 

While these leads have a higher chance of conversion, not all can become customers. 

Competitive Intelligence plays an important role here. Arming your sales force with comparison guides and optimised landing pages is a great way to intrigue and convert these leads.

Product Qualified Lead (PQL)

PQLs have taken your product or service for a spin and are now likely to become customers. They have shown high interest and can be qualified and nurtured based on product or service usage. These leads are common for companies with a product lead growth business model. 

PQLs have a high chance of conversion since they’ve already experienced the value of your product and are a good customer fit.

How to identify a PQL
Source: Headsup

Proven lead generation strategies that work every time:

Now, let’s dive into lead generation strategies and tricks to help you attract, engage, and convert more potential leads.

Email marketing for lead generation

“Email has an ability many channels don’t: creating variable, personal touches – at scale.”

David Newman

Email marketing is a powerhouse when it comes to lead generation. It allows you to directly engage with your audience and nurture leads through well-crafted email campaigns. Here’s how you can generate leads through email marketing effectively:

  • Segment your email lists: Divide your subscribers into segments based on their interests, behaviour, and demographics. This enables you to send targeted content that resonates with each group.
  • Personalise your emails: Personalisation is the key to capturing email marketing leads’ attention. Address them by name and tailor the content to their needs and preferences. In fact, 74% of B2B buyers say they’re more likely to engage with a company that sends them personalised email content. Here’s an example:
  • Create compelling lead magnets: Offer valuable lead magnets, such as e-books, webinars, or exclusive offers, in exchange for email sign-ups. This not only attracts new leads but also helps in segmenting your list.
  • Automate lead nurturing: Use email marketing automation to send a series of well-timed emails. These emails guide leads through the sales funnel with minimal effort. This keeps your brand top-of-mind and encourages conversions. There are many products that make this easy. The Vision6 platform offers email marketing automation out of the box.
  • A/B testing:Continuously test and optimise your email campaigns. A/B test subject lines, content, and send times to find the most effective approaches. 

However, considering all the above, it is essential to treat sending emsails as a privilege and not a transaction. You’re making a very personal outreach and asking for someone’s time. Making it worth their while is important.

Learn more about automating email marketing with the Vision6 platform here.

Create gated content

Next up is creating gated content. These can be e-books, webinars, and whitepapers. To get access, visitors need to drop their contact information. This strategy attracts leads who are genuinely interested in what you offer. 

It is also important to revise content based on previous interactions and feedback. Finding out what relates to customers and what doesn’t can increase the quality of your content and garner more leads. Organisations that prioritise content pieces that correlate with previous sales have a 12% higher sales acceptance rate.

Tailor content for different buyer journey

Creating specific types of content to target different phases of the marketing funnel such as the awareness, discovery phase, evaluation phase and purchasing phase can help generate and nurture leads. Content works best when it caters to the prospect’s current needs.

Publish dedicated landing pages

Dedicated landing pages are like your online sales reps. They guide visitors to take specific actions, like signing up for newsletters or asking for more info. A well-optimised landing page can supercharge your lead game. Landing pages are an effective place to portray product messaging that relates to your audience.

For example, this landing page is targeted towards government departments in Australia and is dedicated to specific concerns such as quality certifications, support and training.

dedicated landing page for customers

Implement live chat bots

Live chatbots are your virtual buddies who answer questions in real-time. They can help visitors find the info they need and guide them through the sales journey. Chatbotts can collect key information about a customer before connecting them with a customer support representative. No more waiting around; it’s instant answers. And there’s no guilt for people who are not yet ready for a serious conversation.

Use referral programs

Referral programs are your customers’ secret agents. It is built on the basic principle of “word of mouth.” Happy customers become your advocates and bring in new leads. It’s like having your own fan club promoting your business.

“The secret to marketing success is no secret at all: Word of mouth is all that matters”

Seth Godin

Refine your audience for ad targeting

Digital ads are your modern-day billboards, but way smarter. Sending ads to a large, unfiltered audience can be a waste of money and resources. By narrowing down who sees your ads, you can target the right folks and capture more leads.

Host events

Be it virtual or in-person, events are where the magic happens. Webinars, conferences, and workshops attract potential leads and give them insights they can’t resist. Events are a great way to show your product to the audience and get real-time feedback.

Graph: Likelyhood of users providing basic information in order to access types of content
Source: Fabtechexpo

Offer incentives

Incentives are like candy for potential leads. Discounts, exclusive content, or giveaways sweeten the deal and make them more likely to offer up their personal information in exchange. Offering a small gift card for taking a survey can potentially result in a hot lead.

Offer a free trial or download

Give potential leads a taste of the actual product. Offering a free trial or download of your product or resource is a great way to show them the value you bring. You can track how they’re doing and follow up with helpful tips or guides on how to do something if they get stuck. 

Partner with an influencer or brand ambassador

Collaborating with influencers or brand ambassadors is like having a megaphone for your business. There’s no better way to reach the audience where they are, and that is social media. They introduce you to new audiences and help generate leads.

Identifying and tracking high quality leads

Leads can be tricky to sort through. The value lies in finding the right leads prepared to invest time and effort in evaluating and buying your product. Let’s look at some ways you can spot these high-quality leads. 

The Vision6 platform can help your business conduct comprehensive lead scoring using customer data from surveys and signup forms.

Newsletter subscribers

These folks are like your fans who never miss an episode of their favourite TV show. They’ve shown long-term interest, a big green flag for high-quality leads.

High engagement rates on email

High-quality leads are the ones who light up your inbox. They open your emails, click those links, and even shoot back a response. It’s like having a conversation, and it’s a sure sign that they’re top-tier leads.

Downloading content and resources

Leads who dive headfirst into your content and resources are the committed ones. They’re like treasure hunters and are not afraid to dig deep. When they download your content, you’ve struck gold in the lead department.

Increased page visits on your website

People who spend a lot of time on your website, especially on pages like your product or pricing pages, are probably zeroing in on your product and are your high-quality leads in action. People who are regular visitors or who have viewed your pricing page would be great candidates for retargeting ads.

Final takeaway

It’s all about focusing on the leads with real potential. We’ve got our lead characters, from the curious window shoppers (MQLs) to the serious folks ready to buy (SQLs). Know your leads, and you’ll know how to win them over.

So, as you venture into the lead-gen journey, keep the quality flag flying high. It’s your shortcut to business success.

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