Although attracting more web traffic to your site means that you’re exposing your brand to more leads, it doesn’t necessarily mean that those leads are qualified. Qualified leads are consumers that have an actual interest or need for your product or service – and that are not only willing to purchase that product or service, but are able to as well. Some leads simply aren’t a match for your brand for one reason or another. Keeping this in mind, the following are three ways that you can attract leads that are qualified:
1. Ask qualifying questions on landing page forms
The landing page is where you send your leads to download your content offers. In return for a free download, they’ll opt in to your email list by filling out a form. It’s with the form that you can attract leads that are qualified. Although most people aren’t going to want to fill out a form that requests too much information, you should include a question or two that helps you identify which leads are qualified and which are not. This allows your sales team to focus on qualified leads without wasting their time on leads that are not qualified.
You should also use smart form fields. These fields will recognize existing leads that are downloading a second or third piece of content from your site. Smart form fields will replace some of the fields those leads have already filled out with new questions.
2. Provide content tailored to each stage of the buyer’s journey
Addressing each stage of the buyer’s journey using the content you create is a good way to ensure that you are attracting qualified leads.
- At the discovery stage, visitors will be looking for content that will inform them about the problem they have and that will address their needs, so provide them with in-depth eBooks and guides that do just that.
- The second stage is the evaluation stage. Content should inform them about your products and services and how they provide a solution to their need.
- The third stage is the purchase stage. It’s at this stage that you encourage the purchase with promotional material, such as coupons and discounts.
3. Create a blog for your website
Running a blog on your website will have a huge impact on a number of different areas. It will help improve your site’s SEO, thereby increasing your search engine rankings for various relevant keywords, which will bring in more qualified leads. The blog content itself should position your brand as an authority and give readers a good idea of whether you’re a good fit for them or not. This way, when they opt-in to a newsletter or download a piece of content, they’ll be more likely to be a qualified lead.
Attracting new leads to your website should be one of your main marketing goals – however, not all leads are qualified. A qualified lead is much more likely to make a purchase than one that is not qualified, so be sure to use these three tips in order to attract leads that are actually qualified.