See terms.<\/a><\/p>\n
\nKey 4: Attract high-quality leads who want to do business with you.<\/h2>\n
How good is your brand at attracting your ideal prospects, and does this high-caliber lead want to work with you? <\/p>\n
If you’re facing challenges in attracting quality leads to your brand or would like to improve overall, start by evaluating and enhancing your brand strategy. <\/p>\n
Consider refreshing your brand identity, including your website, ads, logos, and colors. Be sure these are all effectively resonating with your desired customers.<\/p>\n
Revisit your target audience and ensure your brand’s messaging aligns with their preferences and needs. Clarify your value proposition, highlighting how your brand addresses users’ specific problems. <\/p>\n
Last, embrace personalization to connect with different segments of your audience and resonate more deeply. <\/p>\n
Examples include personalized landing pages, dynamic website content based on the visitor’s preferences and behavior-based retargeting ads.<\/p>\n
Key 5: Disqualify leads before they reach a salesperson<\/h2>\n
I learned this from Perry Marshall, who has a story from John Paul Mendocha about “racking the shotgun,” and it’s about applying the 80\/20 rule to your prospecting.<\/p>\n
Ideally, you would disqualify folks before they click on your ad, costing you money. You can apply these other techniques after excluding your low-quality lead sources.<\/p>\n
Use price as a disqualifier<\/h3>\n
Some prospecting strategies include concealing the price. I recommend using it as a disqualifier. You will likely prevent the leads from entering your funnel who cannot afford what you offer. <\/p>\n
Disqualify leads with your online form<\/h3>\n
If displaying your price doesn’t make sense, use your online form to ask a qualifying question about the budget or how much they plan to invest. Doing so allows you to route leads with more profitable follow-up tactics based on their response.<\/p>\n
Urgency is another qualifier that can be asked online, such as how significant is this problem they are trying to solve? One way would be to ask for their timeframe. <\/p>\n
Alternatively, they can rank the importance of finding a solution from one to five. <\/p>\n
Disqualify leads over chat<\/h3>\n
Similarly to the online form, use chat to help disqualify potential leads just as much as you would try to convert them. Ask the same qualifying questions to identify if your solution doesn’t fit their needs.<\/p>\n
Bonus key: Get targeting feedback directly from salespeople<\/h2>\n
One bonus point for improving your PPC lead quality is getting targeted feedback directly from salespeople.<\/p>\n
As PPC marketers, we tend to work in a black box. Getting insights directly from salespeople can help inform our targeting and exclusion strategies. <\/p>\n
Not only can this make our direct campaigns more profitable, but sending through more highly qualified leads improves the results for the salespeople, increases retention, enhances your brand reputation, and reduces wasted resources. <\/p>\n
Increase lead quality to increase your resources<\/h2>\n
Improving lead quality can significantly impact a business across various aspects. This impact will be more significant if most of your leads come from PPC sources. <\/p>\n
Ultimately, focusing on lead quality can lead to more efficient resource allocation, better customer relationships, increased conversion rates, higher revenue and overall business success. <\/p>\n
\nContributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n
\n","protected":false},"excerpt":{"rendered":"Online leads are not all equal. The quality of those leads ultimately matters in driving meaningful business outcomes. Focusing on high-quality leads in your PPC campaigns increases your return on investment for your marketing dollars. Additionally, improving lead quality allows salespeople to focus on more promising opportunities, streamline their sales process, and cultivate a loyal […]<\/p>\n","protected":false},"author":2,"featured_media":1546,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[22],"class_list":{"0":"post-1546","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ppc","8":"tag-ppc"},"yoast_head":"\n
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