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Over the last decade, I've seen web lead quality go right down the toilet. Lately, only one in a thousand is worth having at all. You waste more than half of your lead generation budget without a comprehensive approach.
Which of these problems are you facing:
- Wrong geography. Lead is in another country or outside of an area; you can profitably serve. If you sell locally, why would you want leads from the other side of the planet?
- College student. They only requested that special report to do their master's thesis. Too often, these students seek out free information rather than purchase something to solve a problem.
- Competitor junk. Do you have eight competitors who want to see what you're doing? They make bad leads. Your competition will sign up for your marketing to know what you do.
- Freebie seekers. Low attention spans and only interested in the grab-and-go. Takes a lot of time for nothing. These individuals are hungry for information, not implementation. They will waste your time.
- Collects white papers. They have gigabytes of electronic documents and a private library of your best marketing materials. Like freebie seekers, those who collect white papers and special reports won't buy.
- Email spamming robots. Beware of automated scripts entering fake email addresses to gain content access. Some robots are looking for system vulnerabilities. These leads aren't human.
This list could go on forever… brochure collectors. Looky loos. Tire kickers. All the same bad leads from offline, just a lower barrier of entry.
Your business is wasting thousands a day, likely hundreds of thousands a year in just productivity suck. It's costly. And here's a little about what you can do:
- Pre-qualify on your landing page. Try to exclude as many leads as possible upfront. Keep bad leads out of your funnel by being clear in your copy about who you want.
- Use qualified lead channels. Why sit around waiting for something to happen? Go direct to buyers. The web is seductive, but the medium's nature is to search — for free stuff.
- Flush your leads. Lately, I've been tracking open rates to dump everyone who hasn't opened in more than three months. If your leads aren't engaged, then let them go.
SIDEBAR: Purging leads wholesale was a bad idea. Not every email client tracks cookies the same way. You can have readers who have never “opened” an email but read every letter you send. With privacy browsers, it is getting harder to measure open rates.
Whether you generate leads for yourself or clients, getting more leads from your business website matters. But don't stop there. Your website is NOT the only place these insights work for lead generation.
If you're getting garbage leads from any marketing channel, then understand it is all your fault. But that's okay; face it and fix the problem. Quality leads are out there.
Sincerely,
Justin Hitt
Strategic Relations Consultant
Questions? https://www.AdBreifing.CO.UK/
P.S. What's the biggest challenge you face in marketing your technical services? Reply to this message with your questions. You'll find answers in future issues of this newsletter and in our podcast.
