Marketing teams spend a great amount of effort, time, and money creating content that resonates with their target personas. This content attracts leads, however, are they in fact the right leads?
In this article we take a closer look at Lead Quality.
Essentially, a well-prepared digital campaign allows a customer to flow without friction from the education and awareness phase of the buyer’s journey straight through to purchase of a solution or service. To do this effectively, quality content is generated and promoted widely. A person simply clicking on a landing page doesn’t mean that they are a quality lead necessarily…at least not yet. However, when a prospect visits a landing page AND downloads a resource or reacts to a call to action, then the lead is much more qualified to become a future buyer. Additionally, someone clicking on a link to learn more on your blog is also an indicator of a higher level of interest. And, the holy grail of leads, is when a prospect contacts your sales team because of content that has been shared and reviewed.
It's important to set up your website and blog to be able to capture prospect email addresses and contact information. This way, like is the case with HubSpot, your marketing team can better track customer journeys on your website and blog. Another option is to leverage Google Analytics to understand the specific activity on your website and blog that is generating quality leads. This process will help you create more of what is working and make better what is not.
Also, consider the investment your organization is making in paid social media advertising. Knowing which landing pages, blog posts, and videos are getting the most attention and subsequent quality lead generation can help you focus your investment into the best performing campaigns.
Lead Generation
Having content that is timely and relevant to the needs and challenges faced by your customers for the pre-sale portion of the buyer’s journey is a great step to enabling the sales team for success. Likewise, ensuring that the content is generating quality leads is critical to investing resources in the best campaigns and content production projects.
Our team is here to support your sales efforts and marketing programs by helping create and promote unified and aligned pre- and post-sale content for your prospects and clients.
Contact the Vector Firm today to discuss your sales initiatives and content marketing needs.
