How to Acquire and Maintain Qualified Leads


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How to Acquire and Maintain Qualified Leads

When it comes to lead generation, you don’t want just any lead. Qualified leads are more likely to turn into customers and allow your business to really take off. But how do you get those qualified leads and actually hold their interest? Let’s go over a few tips, as well as an explanation of what exactly a qualified lead is.

What Is a Qualified Lead?

A qualified lead, sometimes called a sales-qualified lead or SQL, is a potential customer who fits the criteria created by your marketing team of an ideal buyer. Your qualified lead is the potential customer that your product or service is created for. For instance, if you create a graphic design software aimed at digital marketers, it might also be purchased and used by digital artists for their art. This is helpful, but hard to predict. Your qualified leads would be the digital marketing firms who want to create social media images and infographics that pop.

How To Acquire and Maintain Qualified Leads

Once you know what your qualified leads will look like, the next question is how to acquire those leads through lead generation — and maintain them until they become customers. Here are some of the top strategies you can use:

Flesh Out SQLs With a Buyer Persona

The clearer your picture of a qualified lead, the more precisely you’ll be able to reach out to them with your lead generation. Creating a buyer persona can help. This is essentially a character profile in which you imagine your ideal buyer. Consider the following questions about them:

  • Their age demographic
  • Their income and socioeconomic background
  • Their goals
  • Their buying preferences
  • The issues they might be facing

You will need to conduct market research to make this as accurate as possible. Once your buyer persona is finished, you can use it to more accurately identify and market to your qualified leads.

Bring Them In Through Referrals

Referrals are among the best ways to bring in new leads. There is no marketing that you can achieve, no matter how hard you work, that beats a genuine recommendation from one of your existing customers. But how do you get your customers to refer their contacts to your business?

The answer lies in customer loyalty. Treat your current customers well and they’re more likely to recommend you to others. Encourage them to leave reviews. You can also set up a referral program, offering both the old and new customer a discount if a customer refers a new customer to you.

Offer High Value Lead Magnets

While referrals might not be fully within your control, lead magnets very much are. Lead magnets are your gated content: your ebooks, templates, or free workbooks that your leads can acquire by signing up for your newsletter. The key is to make sure that these lead magnets offer high value to your qualified leads. Some customers may be hesitant to sign up for a newsletter, for fear that their inbox will become full of promotional emails. If you offer a lead magnet that is relevant to them and exciting, they will be much more likely to take the chance on you.

Optimize Your Business Listings

Business listings like Google My Business or directory websites can be a boon when it comes to lead acquisition. If you’re trying to acquire a specific quality of lead, however, you should optimize these listings to stand out to those leads. Use keywords that you know rank highly with the right demographics. Add your business to directories that you know your SQLs are most likely to search. These business listings will help you find more leads in general, but they will be especially helpful if you gear them towards your qualified leads.

Run Targeted Ads

Similarly, when it comes to running ads, don’t just throw them out and see what comes back. You want to use targeted ads. Be intentional with the keywords that you want your ads to show up for. Consider using a qualified ad software that will track down your qualified leads and put your ad in front of them. This more specified search will serve you better than simply casting a wide net.

Host Virtual Events

Virtual webinars or panels can be a great way to bring in your qualified leads. If you host a virtual event that is relevant and engaging to your qualified leads, they’ll be excited to sign up. This is a win-win. Your lead gets valuable information to them and has a good time at your event. You have their email address and contact information to let them know about further promotions or opportunities to become a customer.

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