Lead qualification: how to work it in different channels
Before we talk about lead qualification, it's important that we contextualize what this term actually means. Well, in short, lead is the individual "prospect." In other words, a commercial contact who has not yet become a customer, since they have not made any purchase with your brand so far.
Thus, we can affirm that lead is any consumer who, in some way, maintains contact with your business. He can be a follower on Facebook or a reader of the blog, the fact is that he represents more than just a visitor, mainly because he is not yet a customer.
Do you want to know more about the importance of business loan leads qualification and how to use the different communication channels of the company to work on this strategy? Then continue reading the article!
What is a lead qualification?
How to work a lead qualification strategy on different channels?
Content segmentation on blog / site
Social networks
E-mail marketing
Given the context cited in the introduction, the task of leading the lead through a kind of sales sieve is fundamental, because during this journey he will learn more about your company, the solutions it has to offer, and its value proposition.
Along the way, many leads will perceive that your product or service is not the solution they are really looking for and, as a consequence, will come out of the screen.
Therefore, your efforts should be focused on the leads that reach the bottom of the screen, do you agree? And it is exactly at this point that lead qualification becomes a fundamental process in your marketing actions and strategies.
The qualification - within the inbound marketing methodology - begins after the first stages in which the leads are generated. This means that even the type of material offered to site or blog visitors, before they become leads, influences the quality of your lead base.
In other words, the materials must be targeted in a specific way so that your personal objections and doubts are addressed after starting the process, as this will increase the chances that the generated leads will have a better rating since they consumed a focused content on your needs.
Lead qualification is essential so that you can define your strategies with more precision and, in this way, you already knew how to work each action, no matter how minor. If you were to be successful in that endeavor, there will be three possibilities in the end:
leads to be directed to a certain immediate commercial action;
leads to be discarded.
How to work a lead qualification strategy on different channels?
As you can see up to here, lead qualification is an essential process for an efficient marketing strategy. For this, it is important to know how to use the different communication channels of the company in your favor.
If your sales screen is based on content marketing, you should know that it is possible to identify the stage in which the MCA leads is through the type of content that he is consuming, correct?
That means that the lead goes to look for content from the bottom of the sieve when your consumption intention is considerable since that is equivalent to the final stages of the purchase decision.
Based on that context, you can integrate some analysis and tracking tools to optimize the rating, such as the BANT matrix. The acronym refers to Budget, Authority, Need, Timeline, which means something like Budget, Authority, Need, and Purchasing Intent.
Note that the term "authority" is linked to having the correct contact within the company that is the lead. For example, if the contact in question is with the CEO, that leaders must have the authority to make the final purchase decision.
In case you do not have the correct contact, no matter how great the efforts, certainly the lead will not be converted into a customer since the person in question does not have the autonomy to authorize the purchase.
However, this criterion would not be interesting in the case that the contact is a restaurant or clothing store since in most cases they are the decision-makers themselves.
In fact, there are many possible criteria and scenarios, and not all of them will be useful for your business. Therefore, it is necessary to develop a lead qualification strategy appropriate to the needs of your business, considering the most relevant factors based on you.
The fact that social networks allow an impersonal interaction and with the right to instant feedback through user participation, makes these communication channels offer a very broad perspective on which stage of the sales screen the MCA leads is in. the moment.
The potential client presents obvious information about their level of interest in the product or service - offered by your brand - just in the way they are related to social networks.
For example, questions about product quality, availability, and even reviews show that there is some interest in the offered solution. The next step is to correct the doubts and respond to the comments or messages of the users so that they can be provided with sufficient knowledge to make the purchase decision with security and precision.
E-mail marketing alone already represents that the lead had sufficient interest in your company to the point of voluntarily signing up to receive content about the niche in question. However, this is not enough to qualify a lead, is it?
The factor that can differentiate a lead with high potential from a lead with zero potential is the way he interacts with emails. As content moves through the sales screen, leads are filtered and only those who are really likely to become customers are the ones that should remain.
As you can see in this content, lead qualification is a process that requires knowledge regarding the profile of the target audience, since the more data you have regarding the consumption behavior of prospects, the greater the possibilities of implementing measures to convert them.
On the other hand, when done correctly, lead qualification not only increases sales but also reduces investment costs in marketing actions, since leads with low or no conversion potential can be discarded after the first stages. of process.
Thus, we can affirm that lead is any consumer who, in some way, maintains contact with your business. He can be a follower on Facebook or a reader of the blog, the fact is that he represents more than just a visitor, mainly because he is not yet a customer.
Do you want to know more about the importance of business loan leads qualification and how to use the different communication channels of the company to work on this strategy? Then continue reading the article!
Contents [ hide ]
What is a lead qualification?
How to work a lead qualification strategy on different channels?
Content segmentation on blog / site
Social networks
E-mail marketing
What is a lead qualification?
Given the context cited in the introduction, the task of leading the lead through a kind of sales sieve is fundamental, because during this journey he will learn more about your company, the solutions it has to offer, and its value proposition.
Along the way, many leads will perceive that your product or service is not the solution they are really looking for and, as a consequence, will come out of the screen.
Therefore, your efforts should be focused on the leads that reach the bottom of the screen, do you agree? And it is exactly at this point that lead qualification becomes a fundamental process in your marketing actions and strategies.
The qualification - within the inbound marketing methodology - begins after the first stages in which the leads are generated. This means that even the type of material offered to site or blog visitors, before they become leads, influences the quality of your lead base.
In other words, the materials must be targeted in a specific way so that your personal objections and doubts are addressed after starting the process, as this will increase the chances that the generated leads will have a better rating since they consumed a focused content on your needs.
Lead qualification is essential so that you can define your strategies with more precision and, in this way, you already knew how to work each action, no matter how minor. If you were to be successful in that endeavor, there will be three possibilities in the end:
leads to be worked on by marketing;
leads to be directed to a certain immediate commercial action;
leads to be discarded.
How to work a lead qualification strategy on different channels?
As you can see up to here, lead qualification is an essential process for an efficient marketing strategy. For this, it is important to know how to use the different communication channels of the company in your favor.
Content segmentation on blog / site
If your sales screen is based on content marketing, you should know that it is possible to identify the stage in which the MCA leads is through the type of content that he is consuming, correct?
That means that the lead goes to look for content from the bottom of the sieve when your consumption intention is considerable since that is equivalent to the final stages of the purchase decision.
Based on that context, you can integrate some analysis and tracking tools to optimize the rating, such as the BANT matrix. The acronym refers to Budget, Authority, Need, Timeline, which means something like Budget, Authority, Need, and Purchasing Intent.
Note that the term "authority" is linked to having the correct contact within the company that is the lead. For example, if the contact in question is with the CEO, that leaders must have the authority to make the final purchase decision.
In case you do not have the correct contact, no matter how great the efforts, certainly the lead will not be converted into a customer since the person in question does not have the autonomy to authorize the purchase.
However, this criterion would not be interesting in the case that the contact is a restaurant or clothing store since in most cases they are the decision-makers themselves.
In fact, there are many possible criteria and scenarios, and not all of them will be useful for your business. Therefore, it is necessary to develop a lead qualification strategy appropriate to the needs of your business, considering the most relevant factors based on you.
Social networks
Without a doubt, social networks are considered one of the best lead qualification tools today, since they allow prospects to be easily measured, offering valuable information to optimize their analysis and tracking of opportunities.The fact that social networks allow an impersonal interaction and with the right to instant feedback through user participation, makes these communication channels offer a very broad perspective on which stage of the sales screen the MCA leads is in. the moment.
The potential client presents obvious information about their level of interest in the product or service - offered by your brand - just in the way they are related to social networks.
For example, questions about product quality, availability, and even reviews show that there is some interest in the offered solution. The next step is to correct the doubts and respond to the comments or messages of the users so that they can be provided with sufficient knowledge to make the purchase decision with security and precision.
E-mail marketing
We could not conclude the article without first mentioning one of the most important lead qualification tools: email marketing.E-mail marketing alone already represents that the lead had sufficient interest in your company to the point of voluntarily signing up to receive content about the niche in question. However, this is not enough to qualify a lead, is it?
The factor that can differentiate a lead with high potential from a lead with zero potential is the way he interacts with emails. As content moves through the sales screen, leads are filtered and only those who are really likely to become customers are the ones that should remain.
As you can see in this content, lead qualification is a process that requires knowledge regarding the profile of the target audience, since the more data you have regarding the consumption behavior of prospects, the greater the possibilities of implementing measures to convert them.
On the other hand, when done correctly, lead qualification not only increases sales but also reduces investment costs in marketing actions, since leads with low or no conversion potential can be discarded after the first stages. of process.
Best Qualified Leads For MCA method has several leading elements needed to modify the MCA Leads Guide to the approaching jobs in the Qualified MCA Leads.
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