If you are like most businesses interested in learning more about qualified leads and inbound marketing, your primary objective is to utilize these strategies to generate additional income. Unfortunately, doing this successfully is often easier said than done. If you find yourself as a company spending money on advertising only to experience little to no return on your investment, you aren’t alone. This is a common problem. Thankfully, we are here to help you better understand how to generate qualified leads through inbound marketing via your website by answering some common questions on the issue. Read on to learn more:
What is Inbound Marketing?
The first aspect of using inbound marketing is defining it. Inbound marketing is basically a marketing strategy that you can use to attract consumers’ attention through valuable online content. This content can take many forms and include videos, eBooks, blog posts, white papers, podcasts, webinars and more. After creating this valuable content, you then promote it using social media, email marketing, or direct content between your sales team and prospects.
The Positive Impact of Inbound Lead Qualification
If you incorporate inbound marketing correctly, it will result in leads. However, not all leads are created equal. Some leads are going to be a better fit for your company than others. Inbound lead qualification is the process of determining whether a lead is a good fit for your business or not. Proper lead qualification can be a MAJOR benefit for your business. Instead of simply collecting leads with no defined next step, you are ensuring each lead is properly quantified and dealt with as the asset it is by your sales team.
Benefits of Proper Inbound Lead Qualification:
- You get qualified leads on the radar of your sales team.
- You can organize the rest of your leads to allow your marketing and sales teams to determine the next step to address them.
- It helps your marketing and sales team optimize their time, allowing them to focus on qualified leads and not waste their time on leads that aren’t a good fit for your company.
- Ensures that sales-ready characteristics reveal themselves plainly.
What Exactly is the Inbound Lead Qualification Process?
While the process of inbound lead qualification can vary among companies, there are some commonalities that you will find in any lead qualification process. As explained above, the lead qualification process is basically determining if a lead is a good fit for your company and therefore a worthwhile investment in terms of effort and attention for your sales or marketing team. The following steps should be part of any lead qualification process:
1.) Determine what characteristics make a lead a bad or good fit for your company ahead of time. This is the most strategic of all the steps. If you do this right, all the other steps will get a bit easier.
2.) Use marketing automation to then screen your leads based on these criteria. At this point, your website automation takes over and implements your outlined characteristics to weed out good and bad leads.
3.) Confirm that a lead that seems good is actually a quality lead. By this point in the process, the strategic part of the job is over. You have properly quantified what a good lead looks like for your company, a consumer who is more apt to purchase your product or use your service.
4.) Create a process that further qualifies the lead but that doesn’t require your team to spend too much time on it. This means that it is taken care of automatically, without a great deal of attention from your sales team.
Your Next Step
We trust the information outlined above has helped you realize the importance of not only inbound marketing but lead qualification after the fact. We understand the automation process and the follow-up can be confusing, especially if you have a small company with little to no marketing experts. Thankfully, at fuze32 we are here for you and ready to help design your website and provide quality content for lead qualification. Contact us today to learn more about this all-important element of a well-rounded marketing strategy.