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5 Steps to Improve Your Lead Quality

John Lincoln | March 18, 2024 |
Reading Time: 6 minutes

What would you rather have… 

100 unqualified leads or 1 qualified lead?

That is what I want to talk about today. Why, it’s one of the biggest pain points in marketing right now.

You can have people filling out your lead form all day and never get any business from it. So what steps can you take to qualify leads using ads, marketing techniques, modern technology and process?

Here are 5 steps that will help you qualify leads. This is a well-rounded approach here that will lead to a good outcome. 

Step 1: Customize Landing Pages By Traffic Type and Persona

Landing pages are demand generation must-haves for any business. 

They provide a way to segment potential traffic from your website, ad platforms, email marketing, organic search results, Google Business Profiles, or other distribution methods.

I recommend creating landing pages to isolate traffic, tactics, strategy, campaigns, and more. 

Creating numerous landing pages sounds like a big task, however, drag-and-drop builders will simplify the process and eliminate the need for code. Options such as Unbouce, Instapage and more allow you to replicate pages with the click of a button. 

To capture high-quality leads from landing pages start by designating which of your customer personas you want to attract. Next, replicate that persona based landing page by advertising source. 

Using specific persona based landing pages by traffic source will isolate the tactic, funneling leads into one spot, so you know the source of the lead, how the person landed there and can map it to one area in the database. You can also evaluate the quality of the leads by your advertising method. 

Customized landing page tips to consider in your lead generation process:

  • Make it clear who the intended audience is in the headline
  • Every heading should be clear and include keywords
  • Use social proof for credibility
  • Tailor content to be benefit-focused for that particular traffic type
  • Consider embedding a video that does some level of qualification of the prospect; as marketers stated this was the number one element impacting conversion
  • Include a personalized call-to-action (CTA), as these perform 202% better than basic ones
  • Ensure the offer is relevant to the segmented audience

Hyper-targeted landing pages can drive high-quality leads. 

By using specific landing pages for traffic type it will give you a better understanding of the quality of your leads from source. 

This is a great first step, however, there is more to do.

Client Persona

Step 2: Implementing Lead Qualification Filters on Landing Pages

Once you’ve launched your pages for a distinct persona, the next step is qualifying the lead through the lead form. 

Basic Lead Forms vs. Qualifying Lead Forms 

Basic lead forms on “Contact Us” or product pages don’t usually get specific about who the lead “is” in terms of personas. 

They’re capturing essential information by requesting the basics and often include open-ended fields for the user to type in their questions.

Contrastingly, a lead qualification form has a specific use case—to assess the quality and suitability of the prospect. 

These forms are about collecting information about the person’s needs, interests, budget, or other persona-related details. The questions function as a “filter” to differentiate between low-quality and high-quality leads, weeding out the former.

Develop Effective Qualifying Lead Forms

In developing these forms for online lead generation, there are several ways to execute this.

  • Demographic Questions: Determine the lead’s role in the buying process, using their title or department
  • Pain Points: Ask specific questions about the lead’s biggest challenges 
  • Timeline & Budget: Determine the lead’s position in the buying cycle and their financial freedom
  • Geographic: Find out if they are in your market
  • Product/Service Usage: Inquire about whether they are currently using a product or service and, if so, what company they partner with, which can help you determine fit and competitive angles

Align Forms with Personas

In crafting lead qualification forms, tailor them to your target personas and determine what data is needed to qualify a lead. 

For example, if you’re selling accounting software and creating a custom landing page for a type of company like those in field services, you’d want to know things like:

  • Annual revenue
  • Number of users
  • Current software usage
  • Company size

With these few questions, you can make a more informed decision on the quality of the lead. As a pro tip, you can put the more in depth questions on step two of the landing page. That way, you can collect basic information first.

Step 3: Implement Advanced Tracking Techniques

To elevate the quality of your lead generation, explore these advanced opportunities:

Google Offline Conversion Tracking

By using this tool to import offline conversions, you can track sales to your digital marketing for Google. Pay attention to which keywords and targeting strategies provide the most cost-effective conversions for optimization. Integrate your CRM and automation platforms with Google Ads to analyze final sales data. From there, load it back into the ad system, and leverage it to refine your overall business lead generation ad strategy.

Meta Conversions API (CAPI)

The Meta Conversions API enables a direct connection between your marketing data (e.g., your CRM or other application) and ad targeting systems. It’s a streamlined process with a single API for event data, that requires Meta Business Manager and Meta Pixel on your website. The integration delivers intelligence on in-store outcomes that began with a Meta ad that drove someone to a landing page with a click.

Using the API…

  • Decreases your cost per result 
  • Measures outcomes for any ads across the Meta ecosystem
  • Keeps consumer data private
  • Covers website events, app events, offline conversions and messaging events 

Finally, be sure to push final sale information back into Meta, to support better ad creation based on the profiles of those who are actually converting. Launching this with 10 ads or more gives the Meta algorithm the chance to experiment with different ad copy and creative.

Conversion Marketing

Other Third-Party Tools to Consider

There are other tools that integrate and support more defined attribution across the platforms where you advertise. Keep in mind that they can sometimes inflate data, but they are still helpful in improving lead generation quality and conversions:

  • Hyros: Uses patented AI attribution and generates superior targeting data
  • Rockerbox: Offers multi-channel data management to navigate the complexities of high-scale advertising
  • Measured: Provides a measurement and optimization platform linking media to business outcomes
  • Triple Whale: Automates analytics, attribution, forecasting, and more in a single system
  • Google Ads Data Hub: Google Ads Data Hub will allow you to add your data to BigQuery and then connect it to Google Ad campaign data. You can then run ads and get insights.

Step 4: Develop Better Creative 

You can also qualify leads in your ad before they get to the landing page.

Imagine opening an ad with a qualifying question, “Are you a father who loves baseball and wants to get the perfect bat for your son to start the season hitting strong?”

Messaging in the video, text or image can weed out lots of the wrong customers. 

Step 5: Set Goals That Are High-Quality 

Finally, focus on Google Analytics 4. 

The best way to execute this is by tagging URLs in campaigns to track conversions. The conversions being tracked should be connected to a “qualified lead.” 

For example, you could have a destination URL goal for someone who has gone through a thorough process of being vetted, answering all the most important questions for you.

Summing it All Up

  1. Create landing pages by traffic source and persona
  2. Qualify prospects through the lead form
  3. Have a multiple step process to capture basic data and then qualification data 
  4. Consider using one of the technologies listed to better track your ads, data and qualified conversions
  5. Create and run creative that qualifies the prospect in the ad
  6. Use URL tagging and set up goals based on a “qualified lead,” such as someone on the second step of a form which they could only get to if they are qualified

Higher Quality Online Lead Generation Is Attainable

The bottom line is that no business wants to chase low-quality leads. The more you can finetune advertising, landing pages, creative, and attribution, the more likely you are to improve lead quality, ad and media performance. Each element of the strategy complements one another, so you should deploy in tandem.

These advanced techniques tell a richer, more comprehensive data story that all marketers will want to read to improve their campaigns. If you define qualification as a goal for your efforts, you have a repeatable framework for lead generation campaign optimization. It’s also one you can continue to enrich with the power of data. Achieving this will generate more revenue and less wasted marketing spending.

About the Author

John Lincoln
John Lincoln is CEO of Ignite Visibility, a top digital marketing agency and a six-time Inc. 5000 company. Lincoln is a frequent speaker, author of Digital Influencer, The Forecaster Method, Advolution, and creator of SEO: The Movie and Social Media Marketing: The Movie. He is consistently named one of the top digital marketers in the industry and has received the Search Engine Land "Search Marketer of the Year" award. Lincoln has taught digital marketing and web analytics at the University of California, San Diego since 2010 and has been named as one of San Diego's most admired CEOs and a top business leader under forty.

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