In this opportunity we will talk about more than “increasing the amount” of leads, what we are looking for is the “quality” of them. So let’s get to work.
#1. Define your Buyer Person very well.
If you are looking to have a certain number of prospects, why are you targeting such a heterogeneous and undefined group? It’s like if you want to find Italian restaurants, and what you do is look for “restaurants to eat”, in the end you will get the Italians, but also the Chinese, the traditional ones, the Peruvians…
It’s the same with leads. If you don’t define your Buyer Person well, you won’t be able to adapt your lead capturing strategy to them and just to them.
Through this knowledge, you will be able to know how they act, how they think, which channels they use, what their motivations are… In this way you could align yourself better with them and, in conclusion, speak their same language.
#2. Talk to the sales department to find out what is the common denominator of those leads that become customers.
This point is very related to the previous point of the Buyer Persons, since in the end, it is no more than gathering more information about this one.
The commercial department is in the end the one who ends up having the most contact with the leads and who takes the pulse of the sale. I am sure that if you talk to them, you will be able to know what made a lead come to sale, and thus use it to provide solutions in the calls to action of our actions to capture leads, more in line with what makes them converted.
Another good idea would be to talk to the customer service department, if it exists in your company. These people have direct contact with current customers and can also provide a great deal of information, which will help us to define that ideal lead even better, as well as to be able to anticipate the questions they usually ask, giving them the information in advance.
#3. Enter the appropriate fields in your forms.
There’s an unwritten law that says something like the number of fields you ask for on your form must be proportional to the value of the reward the submitter will receive.
This way, the more rewarding (for example, a study on a certain sector, including a success story) the more fields you can ask for, while the lesser value (for example, giving information about something in question), the fewer fields you can ask for.
This is to get as many leads as possible, but what happens when your number of leads is sufficient, but their quality is not? In this case, one of the tips I offer is to increase the number of fields, to very specific fields that help you categorize your leads.
These new fields will reduce the number of your leads, however, those who fill out all these fields and send them will be quality leads.
For example, if we sell high quality kitchen projects, and we have a landing on our site with a form to collect leads, one of the fields we must include as mandatory, would be the budget.
Thanks to this field we will have knowledge, first of the budget of that person and in the case that it does not fit with the ones usually given, send him directly an email thanking him for the contact and informing him that you do not have kitchens for that type of budget; and make sure that whoever leaves his budget in the form, is in a phase of his customer journey prior to the purchase.
If you go to B2B include the number of employees of the company, annual turnover, or any other information that allows you to segment that lead and make it show its interest in what you can do for it, by sending the form.
#4. Do a little lead nurturing before passing the lead to commercial.
It is very likely that the lead you have received is not yet ready for purchase. Keep it in your CRM and communicate with it with valuable content about what you can do for it.
Perhaps with very little you can increase their willingness to buy from you and give them a warm lead to your sales department. For this the lead nurturing is very necessary. For example, continuing with the previous case, if we see that the lead does not comply with the budget, we can send you an email in which we redirect you to another type of kitchen with a budget adjusted to yours, with which we have some kind of agreement.
In this way we will remain as a transparent brand that puts the consumer’s needs first, as well as putting ourselves as a reference before the possibility of changing the budget or prescribing the brand to another person who has a higher budget.
#5. Make the user aware at all times, that he is in a process of request through a form.
The user must be aware at all times of each of the phases he enters to request what he wants. The landing page must be fully optimized for filling out the form, letting them know from the beginning.
To do this, the design must be completely different from the rest of the pages of your site, the copy of that landing must go to the point, incorporating in a number of points the main advantages that the user will get with what you offer, and how you will solve their needs.
Once the user has filled out the form and sent it, get a double opt-in by sending an automated email in which you invite him to confirm his application.
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