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5 Ways to Generate Qualified Leads Persuasively

Dave Orecchio
by Dave Orecchio on Mar 18, 2014 1:49:00 AM

Generating qualified leads has not been the easiest task. Even seasoned marketers have trouble generating qualified leads and converting them into sales. To compound this problem, the marketing game has evolved. The rise of big data and social media has changed the way marketers must approach the job. A modern website design has given marketers access to a range of potential clients never before possible. However, converting leads from this new opportunity and converting them into sales is a difficult task. An inbound marketing agency has the skills and the resources to help any business to get started. Not only do marketers need to find their leads in this vast sea of possibilities, they need to persuade them to engage with your business so your company can make a sale. The following tips offer insight on how to tap this new resource and convert leads into customers.

Being persuasive means being inclusive and making prospects want to engage with your business. If you have read the classic business book by Dale Carnegie, you know he analyzes the behavior of human interaction and teaches how to gain trust and build relationships. The theme of these 5 ways to generate qualified leads persuasively follows the methods that Dale teaches and applies them to inbound marketing lead generation.

1 - Email Nurturing

Perhaps one of the easiest things your business can do to create qualified leads is to take the time to personalize your marketing content for each prospective customer. Traditional email campaigns are typically carried out in a "burst" fashion. With an email burst, generic advertisements are sent out in emails to several prospective leads at one time. This approach is referred to as "interruption marketing", because these emails are seen as annoying, or at best discarded without a second thought. Instead of sending generic, impersonal emails to leads, they can be customized with personal information to target them specifically. This can be accomplished as simply as adding the first name of the person who will receive these emails. This seemingly small gesture resonates with them. Direct email nurturing puts a human face on your campaigns and connects with your clients at a much deeper level than typically possible.

Generating qualified leads persuasively  means attracting leads to your business2 - Social Media

Social media is one of the most powerful marketing and lead generation tools available. It originally became popular as a way to connect with friends and family but has evolved into something much greater. Businesses should integrate social media marketing campaigns. With social media, your business communicates with clients directly, providing an unprecedented opportunity to open a new dialog. Additionally, social media sites allow users to "like" profiles. This acts as an informal referral for your business. Whether it is a mainstream site like Facebook or Twitter, or one of several new niche sites such as Pinterest, social media gives businesses access to a wider audience and a larger selection of prospects.

Use a social media presence to share information about your business, products, or services. Link to blog posts or special offers and let your followers do the advertising for you by sharing this content with their friends. Create interesting and fresh content and watch the reach expand geometrically as your followers share it with their friends, drive traffic to your profile and business website. Social engagement also provides another opportunity to communicate with your clients on a personal level. Engage in a conversation about your business and take advantage of the level of direct access to your potential leads that were never before possible.

3 - Clean and Simple Website Design

A social media presence is key, but it is not a replacement for a website. Your company's site serves as a hub for all your online activities, enabling lead conversions from your various social media activity, email marketing campaigns, and blog engagement. However, if your site is poorly organized and difficult to navigate, you may lose potential leads rather than create them. Simplify your site design by eliminating redundant content and focus the navigation of the prospect toward the offers you want them to select.

4 - Analytics

To create qualified leads, marketers need to know their audience and target them specifically. Personalization of content is a important start, but marketers need to take the next step and analyze website visitor behavior. They can use the information to personalize the site and optimize lead conversion opportunities. Businesses need to apply continually the lessons learned from the analytics gathered to stay a step ahead of the competition. Social media and website analytics are an incredibly powerful tool that allows you to gain invaluable insight into the visitors' activities and the effectiveness of your marketing efforts. Use the information to plan future marketing campaigns and adjust ongoing ones.

5 - Don't Be Afraid to Ask for Referrals

One of the most overlooked ways to generate qualified leads is to ask satisfied customers for a referral. Similar to how social media followers share posts and links with one another and advertise for you, asking a satisfied customer for a referral can help generate leads that may not have been reached otherwise.

The Bottom Line to Generate Qualified Leads

Prospects do not want to be annoyed by pesky marketers and pushy sales people. They prefer business that earn their trust by providing valuable engagement with them and providing useful insights. By applying this theme to email nurturing, social media, website design and how you use the analytics you gather, your marketing efforts will generate qualified leads in a very persuasive fashion.

8 steps to attract qualified leads for your business

Bristol Strategy is a full funnel inbound marketing agency and inbound sales agency offering the full complement of services to enable our clients to surpass their business objectives by transforming the way they engage with their buyer on-line.  Reach out to us to learn more about how our experience and capabilities can help your business grow. 

Tags: Email Marketing Digital Marketing Inbound Marketing Modern Website Design

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Dave Orecchio
Written by Dave Orecchio
Dave Orecchio is one of the earliest adopters of Inbound Marketing. As one of Hubspot’s first customers and CEO of a Boston-based startup, he experienced the benefits of this effective digital marketing methodology. Dave now provides Inbound (marketing & Sales) services to businesses to help them grow and realize the positive results that an integrated program can provide. Dave is a high-tech marketing and sales expert with more than 25 years of business experience.
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