One of the most important steps to developing a mobile marketing campaign is to find quality leads. However, while every organization is likely to have different methods to find and categorize its leads, there are a few common misconceptions that could hamper your company’s lead organization.
Here are some commons misconceptions about lead quality:
• Any lead is a good lead. This is perhaps the biggest misconception there is when it comes to lead generation. It’s always about quality over quantity. If you focus on spreading your
message to as many people as possible, you’re just wasting time and resource. Targeted messaging toward leads that are actually likely to listen to what you have to say is much more cost effective and worthy of your time.
• Quality leads just tend to happen. There is a lot of nurturing of your leads that goes into ensuring their quality. Not every single person who visits your website and fills out a form for a consultation is going to automatically be a quality lead. You may be surprised to learn that 79 percent of marketing leads never convert into sales because the company failed to nurture the lead property. Turning possible leads into quality leads takes work.
• Social media doesn’t produce quality leads. While this may have been true in past years, it was because brands didn’t understand how best to use social media for marketing. Since 2012, however, social media has had a significantly higher lead-to-close rate than other strategies, such as outbound marketing. With the amount of analytics now available through most social media sites, it’s foolish to ignore social networks as a marketing strategy.
• I only need to pursue leads that requested to be contacted. People that fill out contact forms have definitely shown they are ready to be pursued. However, being proactive with those that have been already identified as being quality leads but have not taken such action yet can do a lot to increasing the likelihood of a sale.
Have you suffered from any of these or other misconceptions about lead quality in marketing? Work with the team at Viral Solutions to flesh out an in-depth mobile marketing automation campaign that will help you to nurture quality leads and increase your conversion rates.
Copyright 2015 Viral Solutions LLC
by Thomas von Ahn | Chief Elephant Slayer