Qualified leads produce improved marketing success

You might have the greatest product known to man, but if you can’t communicate with customers, you might as well be selling moon rocks on the moon.

The best way to make sales is to generate qualified leads, which are sincerely interested people who are willing and have the means to purchase your product. Unfortunately, some businesses get so caught up in the chase—the relentless pursuit of the ever-elusive customer—that they neglect the people right in front of them who are far more likely to buy the product 

Generate business, not interest

Huffington Post contributor Don Dodds, a managing partner and Chief Strategist of M16 Marketing,  wrote, “There is a big difference between generating a lead and generating a qualified lead.” The difference, he said, is, “Any marketing plan can generate interest in a product, but that doesn’t necessarily mean you’ll win business.”

Using pay per call attracts qualified leads

Qualified leads are harder to come by. One way businesses generate them is by using pay per call marketing, an advertising strategy where companies advertise on affiliate websites to elicit business. Customers will call the number associated with the affiliate advertisement, but the advertising companies only pay their affiliates when the lead is qualified. This encourages affiliates to work harder at marketing, because they have the incentive of making more money. Everybody wins.

Define your qualified lead

To be really successful at this type of marketing campaign, you have to have a clear definition of what a qualified lead is. Dodds said, “When it comes to marketing, nothing is more important than you defining your ideal prospect. Once you’ve done that, you can move forward to marketing that product to your target audience.

The kind of business you’re in dictates the kind of lead you can consider to be “qualified.” Dodds said in Business-to-Consumer markets, you are working on a more personal level, so you need to know specific details about your target customer, including age, sex, ethnicity, social standing, and language. In Business-to-Business markets, on the other hand, you should consider their financial standing, credit worthiness, size, type of merchandise they purchase and sell, and their geographical location. Defining what your ideal prospect is will save you time and money as you narrow your focus from the ambiguous crowd to specific individuals or companies.

Source: Huffington Post

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