When your PPC campaign finally starts producing leads, it can be extremely exciting, and many marketers expect an increase in sales to follow shortly. But when you find out that those incoming leads aren’t quite as valuable as you thought, you can’t help but feel deflated.
The good news though is that once you start generating leads, you’re halfway there—you just need to make a few tweaks to your campaign. To start producing more quality, purchase-ready leads for your business, here are four hacks to incorporate into your lead generation strategy:
1. Align Your Marketing and Sales’ Vision of a Quality Lead
An issue with your lead generation strategy could be that your marketing and sales team are not on the same page on what defines a high-quality lead for your business. A marketing qualified lead, or MQL, is simply anybody that’s shown interest. For every bunch of MQLs generated, though, only a few will be considered a sales qualified lead (SQL). SQLs are leads that are defined by your marketing and sales teams as ready to speak to a sales rep or make a purchase. If your leads aren’t converting enough, you’re not finding enough SQLs among your MQLs. Work with your sales staff to figure out exactly who you’re targeting, and adjust your strategies accordingly.
2. Analyze Your Data Carefully
In addition to leads, your PPC campaign should be generating a ton of data. This information is critical to helping your constantly optimize your campaign to generate better leads. When you’re analyzing the success of each keyword, don’t look at hits or clicks – look at conversions. You don’t want to overlook a segment with a huge conversion rate because the overall numbers are low. Taking time to thoroughly analyze your campaign analytics can help you find overlooked opportunities to drive results, and can lead to a boost in sales.
3. Consider Investing in Marketing Automation Software
Whether you’re a team of one, or simply don’t have the bandwidth to manage the many moving parts of a PPC campaign, sometimes you need a helping hand. HubSpot, offers a plethora of tools to help you optimize your campaigns to produce high-quality leads, from their Keywords tool to their Ads Add-On. You’ll even be able to set-up parameters that track and assign a value to leads based on their particular keywords or referral link with HubSpot lead scoring. You can then created customized email campaigns to move them along your sales funnel, depending on their lead score.
For information, check out our previous post about using HubSpot to help you generate quality leads.
4. Pre-Qualify Your Leads
Sometimes you can save yourself time by filtering out unqualified leads before they even sign-up. You can do this by tweaking your ads to target a very particular niche, or by including a few identifying drop-down questions for leads to answer when they provide you information. This allows you to segment your leads and tailor any follow-up communications. Most importantly, you’ll be able to spend more time on your most valuable leads instead of wasting time on those who aren’t worth the effort.
Do you have any tips or great lead generation strategies? Make sure to leave a comment below and let us know!
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