Marketing and sales mean always looking out for leads. However, every lead comes through is not equal or similar to each other. Those leads which impact bottom-line of your business called as Marketing Qualified Lead.
What is a marketing qualified lead?
First, understand what is “Marketing qualified lead,” MQL is a prospect who, you are waiting for to become a customer, means you want him/her to purchase a product/service you are selling.
The prospect has just visited your website and downloaded an ebook providing you an email ID. Thus, the prospect got printed in your database as marketing qualified lead.
You warm the prospect to your brand, educate about the products, build trust, assure about the support and make sure the solution fits its requirement.
But, however, this can be achieved by the quality content you offer through email or any right medium.
The quality of the lead can be calculated setting certain criteria; every business has their own. It is sometimes because they downloaded an ebook or emailed you about a product showcased on your website. It is up to the marketing team to decide whether it is an MQL or not depending on the consistent scoring system.
Marketing qualified lead is valuable because that is the first and essential initiation that does the sell. It is always better to have a few qualified leads rather than many little or medium interested inquiries from your campaigns.
The high conversion rate is directly proportional to the efficiently done sales and marketing processes. Having a quality lead is as important as overall numbers. So you should focus on campaigns not just for a high number of inquiries but more marketing qualified lead.
How do we generate the marketing qualified lead?
Let’s see some of the ways to cultivate the inquiry.
1. Content generation
For the content production, it is much more efficient if you develop a process to create it. Following the process would save you from the hurdles of weak results from the content.
For many of the businesses, the process is as neat as below:
a. Create buyer personas
There couldn’t be other first steps than knowing your audience.You need to understand your prospects desires, aspirations, things they like or don’t.
A buyer persona is a semi-fictional character which represents your prospect. By creating them, you will better understand your prospect’s view to draft a better content.
b. Find your prospect’s pain point
Once developing buyer personas, you should start knowing the pain points of the prospect.
There are many ways to get customer’s pain points. But these are some of the great and free ways to understand the realistic view of customer pain.
Quora is something different than the regular one. Here, people put their problem as a question, and there are professionals to answer to the problem. If you search, you will find questions from nearly all topics. To quickly understand, the posted questions by the members is nothing but the problems. You can quickly search the questions audience is asking about your topic area.
- Social Media
Without any doubt, everyone is on social media, be it Facebook or Twitter or Google+. It means your target audience is already there. Join relevant groups, connect with your audience, ask them upfront about the problem they are facing in your business topic. Not necessarily everyone will respond, but you will get the replies from the correct people who will give you some great ideas.
This platform lets you do short surveys. Ask to-the-point question to your audience; you will get actionable analytics out of it. You can take direct interviews, put them on your website. By using to-the-point question, you can learn a lot about your audience how they feel about your content.
c. Create list of proven topics
A right topic is the first step of the compelling content. Choosing the wrong topic will not help you to spread the word.
Once gathering insights from your target audience, start building a spreading for the focused ideas. Brainstorm and add topics to the list, no matter how small or idiotic the idea is.
Validate the topics, hop over to BuzzSumo type your keyword. Buzzsumo will show you how the content topic has performed on social media. Select the topic with the right keywords, put it back to your spreadsheet as filtered.
Now you have proven topics; people have shared content on that subject. Write fresh content on the similar topic; people will share that too.
d. Start writing a compelling copy
Now you have everything with you, well-researched topics, pain points of the audience, correct direction. Write something which will solve the researched pain points of your audience. While writing, take care of these points: Curiosity, urgency, relevance, value and emotion. If you cannot stick to all the points, try achieving most possible.
These are some trigger words for better results
2. Content sharing
Once a prospect contact dropped into your database through tradeshow or opt-in via ebook download, the lead nurturing process starts.
The lead will not get deposited into your funnel automatically. Create a proactive approach to flourish the lead more by sharing your top relevant content to the channel where your prospect has an active presence.
You can firmly build a relation and move the lead to your sales funnel by sharing timely a quality content.
While sharing in the group, maintaining the consistency plays an important role, as they should not think you put your posts just to spam them.
As soon as establishing trust you start getting 20-times from the effort in you put.
3. Offer an offer
Grow your marketing qualified lead numbers by combining your product with an offer on top of everything. You know your prospect’s pain point. Put a relief to their issues with one of your offers. Make sure that the offer you are providing is solving the pain which you aimed.
Promote the offer throughout your site. Create a call to action to take the offer and opt-in. Reach out to your social channels, put your offer there, take the opinion from the prospect if the proposal is valuable to them. Redirect them to your site.
Use network of existing customer
Let your existing customer have the exclusivity to see or to access the offer. Your key customers are most expected to buy the new offer, so let them feel valued.
Word-of-mouth is an effective marketing practice for business. Get your client to work, provide a reward to their purchase for introducing to someone who can buy your products.
Create an email campaign specifying the offer. Send out emails to them who have established communication with you, but couldn’t make a purchase. The proposal will stir the buying senses in them again.
Affiliate means teaming up with other related or non-related business whose product and services attract the similar set of people who buys from you. Make a pact to promote their offer, in return they promote yours.
Try to get attention through the use of print media such as monthly, weekly, daily magazines or newspaper purchased or read by similar sort of people who would buy from you. Create a press release, put photos if possible.
4. Follow-up is the key
Back to the basics, nurture your leads with more relevant content generation. As long as you feeding them valuable content, the prospect will be engaged and happy to communicate with you.
Help the prospect to move to next stages of purchase.
At this juncture, follow-up is the key. There is more money in follow-up than the new leads if you already have leads in your funnel.
Keep regular follow-up with the prospect through the reachable mediums such as email, social media. Ask them if they are facing any trouble with the purchase if it is in your hands solve it. It will create more marketing qualified lead than the new non-qualified leads.
5. Leverage your satisfied customers.
Connect and interact with the existing clients. Interview them personally if possible or online video or audio method. Ask them about the success they have achieved through your products. Their reviews about the product will help you in a lot of ways to get serious customers. Use the reviews to develop an excellent case study and share with your prospect via email and put testimonials and case studies on the website. The case studies will help you to convert prospect from evaluation and comparison stage
Below is typical buying process:
- Problem Recognition
- Information Search
- Evaluation of Alternatives
- Purchase Decision
- Post-Purchase Evaluation
Content about success over the faced problem, especially those who challanged with the similar obstacle and overcome it will push the prospect in to ready-to-buy position.
6. Visual explanation
If you do not have a distinctive message, you cannot sell anything.
— Markettd (@MarkettdHQ) March 18, 2017
When your prospect does not have much time, but still you want to explain your product. You know your solution fits well with prospect’s needs, but the opportunity seems already pissed by the false commitment by other suppliers. Videos will help you here.
Use videos for improved engagement. Video can explain a lot more information in 60 seconds than a long article. The video is convenient, and when used on landing pages it can improve the conversions by up to 80%. The users who view video content are more likely to convert faster than the other forms of content.
7. Revamp your forms
Lower the number of required fields higher the conversion rates, but it does not always help to qualify the prospect. In many cases, you can increase the number of input fields and still the conversion does not drop. However, it is helpful as long as you are asking the valuable required information.
Make some fields optional just to be on a safer side. The leads which are less motivated who otherwise would not fill the form have more chance to find this suitable.
Michael Aagaard of Unbounce is famous for conducting & using conversion research instead of relying on standard practices.
In one of his experience, he reduced the input fields of a form which had many data fields such as date, time, type of event, phone number, a number of attendees, name, location, email address, a comment field where you have to describe the event.
The reduction of input field turned out to be a 14% drop in conversion.
Founder pf Disruptive Advertising, Jake Baadsgaard says “Don’t make the form too long instead design it in a way that it can quickly filled.
It is tough to solve a problem you do not understand. Though, it is pretty easy to solve a problem you do understand. That is what research does. It helps you understand problems.”