How To Tell Which Leads Are The Right Ones

Transcript

Overview

Hi, are you creating plenty of leads for your business but struggling to convert them into customers because you don’t know which are the right ones? In this video, I’m going to explain how to tell which leads are the right ones for your business so the leads you create no longer go to waste. You’re going to learn how to use different types of content offers to provide the resources and information for the best-fit leads for your business, so you can move them along the sales funnel to the point where they’re ready to convert into customers.

I’m Henry Jones and I’m a digital marketing executive at Project Prospecta.

 

Content

When it comes to creating leads, it stems from providing useful and accessible information to people who fit your buyer persona, at the right time for them. If you’ve developed a strong content marketing strategy that has increased your search engine ranking, you’re regularly posting relevant content to social media that gets a high number of impressions, and you’re consistently seeing the number of people subscribed to your email newsletter going up. Then you’ve created the beginning of a great sales funnel.

However, if you’re achieving all these objectives but you’re not seeing an increase in sales, specifications or enquiries, then all your efforts are going to waste. You need to know which are the right leads to follow up with.

First of all, you need to know you’re targeting the right people, using buyer personas is a great way to do this. A buyer persona is a semi-fictional representation of your ideal customer, based on market research and data. You can have multiple personas but each one must include demographics, behaviour patterns, motivations and goals.

Accurate personas allow you to focus your time and resources on the best fit leads, who are more likely to convert into customers.

And ultimately the success of the sales and marketing teams comes down to the number of leads that are converted into sales.

A common mistake in sales and marketing is to push for this conversion too early, by giving a lead the hard sell too quickly. It takes time for a lead to be prepared to make a purchase.

To make sure you’re not doing this you need to let leads familiarise themselves with your brand and do all the research and information gathering in their own time. This doesn’t mean you can’t communicate with them though, you need to provide them with help and information along the way.

By providing a relevant content offer at every stage of the buyer’s journey you can do this without putting pressure on them.

The buyer’s journey is the steps a lead takes on their path to making a purchase. These steps are Awareness, where a buyer becomes aware of a problem they face. Consideration, where they’re considering possible solutions to that problem. And Decision, where they decide who they’ll purchase that solution from.

The types of content that should be available to a buyer during the awareness stage are things such as blogs, videos, eBooks and other useful content that empathises with the buyer's problems and helps them to find a solution.

At consideration, you should be helping the buyer to understand how you can help them with their problem, this can be done using case studies, product comparisons, or reviews.

And finally, in the decision stage, you should address objections, and highlight the unique perceived benefits that set you apart from the competition. Content offers here could be training courses, technical files or a product demo.

So what does the buyer’s journey and providing relevant content offers have to do with deciding which leads are the right ones?

Well, the right leads for your business are typically ones who’ve interacted with content in the decision stage. This means they’re at a point where they’re ready to make a purchase.

 

Conclusion

So if you’re unsure how to tell which leads are the right ones then you need to create buyer personas, to know you’re targeting the right people. And then provide them with a relevant and helpful content offer for all stages of the buyer’s journey. And then put your sales efforts into the leads who match your buyer personas and are engaging with decision stage content.