Savvy marketers know how to attract qualified leads. Surprisingly, it has a lot more to do with exclusivity than you might think. This probably seems counter-intuitive if you’re used to casting a wide net into the prospect pool, so think of it this way: you’re doing more work up front to help decrease wasted time chasing unqualified leads later.
How targeted are we talking here? The more specific, the better. Gleanster research reported that just 25% of leads are legitimate enough to make it through to sales. That means the goal is to get the attention of the prospects that make that make up that 25%. They’re the ones who are genuinely interested in hearing more about your product or service, or even better, are ready to buy.
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Set your sights and hone in on your target so you can attract the leads that will generate sales. Let’s get started.
Step 1: Develop Buyer Personas
Who is your ideal buyer? What do they value in life? What problems are they trying to solve? And more importantly, how does your product or service solve those problems? Write out the answers to these questions and develop a persona for your ideal buyer that you can reference throughout the marketing and sales process.
Establishing buyer personas will help marketing deliver a relatable message to that specific market segment. The goal is to speak directly to this group’s wants and needs, even if they seem narrow. The more targeted you make the message, the more recognizable it will be in the sea of generic, mass-appeal options.
Pro Tip: Don’t stop at the messaging. The information you gather about your buyer personas (you can have more than one!) should translate in your interaction with them throughout the prospect lifecycle, from lead scoring (see Step 3) to direct conversations with your prospects.
Step 2: Tell Their Story
We’ve gotten so used to being bombarded with facts that we’ve gotten really good at ignoring them. The fact of the matter is: facts are interesting, but they rarely stick. Marketing should use the buyer personas to develop targeted messaging that tells a relatable story about how your service or product alleviates that buyer persona’s unique pain points.
Seth Godin’s book, All Marketers Are Liars, (and by liars he means “storytellers”) explains this concept brilliantly. People really aren’t out to buy features and facts. What they’re interested in is the story. If they see their story reflected in your messaging (that’s the relatability factor), your business will stand out like a beacon.
Step 3: Score Your Leads
The work’s not over once you’ve grabbed your ideal buyer’s attention with expertly crafted messaging. Determining whether they’re marketing qualified leads (MQLs), sales qualified leads (SQLs), and or sales qualified opportunities (SQOs) is another upfront time saving effort for your sales reps before you start the scoring process.
When your leads are scored, their ranking not only shows their readiness for sales, it also provides valuable insight into prospect behaviors as they engage with your marketing. Analyze your campaign metrics, figure out the patterns, and compare your findings to your buyer persona for accuracy.
Attracting more qualified leads isn’t difficult, it just requires a little more time at the start.
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