At Prizm, we firmly believe in “quality over quantity” when it comes to lead generation. Rather than working with a large amount of low-quality leads, we like to focus on providing our clients with high quality leads we are confident have a high potential for conversion.
In this latest edition of “Lead Generation 101” we will highlight 5 important ways to ensure that the leads being generated by your business are of the highest quality.
So what is lead quality? A report by the Interactive Advertising Bureau defines lead quality as a “measure of how likely a lead is to result in sale,” or in this case, a sale for your client.
Here are five elements to consider when it comes to determining the quality of a lead:
1. Compliance, Compliance, Compliance!
In lead generation, playing by the book will always be the number one rule. In this age of increased regulation (TCPA, CASL, Do-Not-Call lists, etc.), it is more important than ever to ensure that every lead generated by your firm is compliant.
Once you know your leads are adhering to all the necessary procedures and protocols, you can work on fine-tuning your lead generation process to provide higher quality leads.
2. Develop Effective Offers
A crucial step in creating high-quality leads is to collect valid and complete information that can later be used to establish contact with the lead. Missing or incorrect information is a common cause of invalid leads, which means fewer quality leads are being developed by your efforts.
Keeping that in mind, online offers need to be appealing enough to customers to convince them to take the time and energy to submit authentic, valid, and complete personal information that can be used in the next steps of the lead generation process.
3. Scrub for Duplicate Leads
Having duplicate leads on your lists are a quick and easy way to skew the results of your campaign, frustrate your client, and can plague your lead generation efforts with a host of other issues.
Having a process in place to identify and eliminate “dupes” is integral to ensuring that the leads generated will be of a high quality for your client. Here at Prizm we use our proprietary scrubbing tools to ensure that duplicate leads will not be an issue for our clients.
4. Analyze and Keep Track
In our business, maintaining up to date analytics is crucial when it comes to monitoring the success of our clients and the success of our lead generation efforts. Knowing your clients ROI, and how effectively your campaigns are meeting that benchmark are an important part of assessing the quality of your leads.
A big part of keeping track of those analytics is recognizing how your generated leads are interacting with your client – how many are leads are maintaining their level of interest, how many are purchasing products, etc. Collecting this info will not only show you and your client how many quality leads are being generated, but allow for greater management of leads and a higher capacity for turning those qualified leads into customers.
5. Capitalize on Conversion Potential
With the proper procedures and safeguards in place, your business will be generating high-quality leads in no time at all – and that’s great! These leads will have a high potential for conversion which is great for your clients.
The crucial final step of the process is to deliver these quality leads to the client in a timely fashion. These leads will not be “hot” forever, and your client will need the right amount of time in order to turn these generated leads into long-term customers.
Taking the time and implementing the processes to ensure that your business is generating quality leads will make all the difference, and these are just a few tips to get you started! Have your own lead generation success stories? Got a few tips of your own? We want to hear from you! Get in touch with us on Facebook, Twitter, or LinkedIn!