Key Takeaways for Lead Generation Clients: Optimising for Quantity and Quality

/

Lead generation lies at the heart of successful marketing strategies, providing businesses with a steady stream of potential customers. However, in the ever-evolving digital landscape, it's crucial to stay ahead by optimizing lead conversion and prioritizing lead quality. In this blog post, we dive into key takeaways for lead generation clients, offering invaluable insights and actionable tips to supercharge your lead generation efforts. Discover how to track lead conversion at each stage, leverage data for optimization, and unlock the full potential of your lead generation campaigns. Get ready to amplify your results and secure high-quality leads that drive meaningful business growth.

Track Lead Conversion at Every Stage of the Sales Funnel: To gain valuable insights into lead quality, it is crucial to monitor disqualification reasons at each stage of the sales funnel. By tracking the journey from gross lead to net sale, you can identify potential bottlenecks, refine your targeting, and enhance overall lead quality.

  1. Data-Driven Optimization: Utilize the data gathered from lead disqualifications to optimize your lead generation activities. For instance, if leads are frequently disqualified due to being out of coverage, consider reviewing your geo-targeting settings or implementing postcode validation in your lead forms. This approach helps refine your targeting and improve lead quality.

  2. Implement a Bespoke Lead Scoring Model: For paid channels like paid search, prioritize quality leads by developing a lead scoring model based on key signals that indicate the propensity of a lead to convert. By assigning scores to gross leads, you can effectively prioritize your marketing efforts and allocate resources where they are most likely to yield results. For a more in-depth understanding of lead scoring and its implementation, refer to our previous blog post on lead scoring strategies.

  3. Optimize Landing Pages for Conversion: Create paid media-specific landing pages with a singular focus on conversion. Remove any distractions or navigation that may divert users away from the intended action. By streamlining the user experience and guiding visitors towards desired conversions, you increase the likelihood of lead generation success.

  4. Test Lead Generation-Specific Formats on Social Media: Experiment with lead generation-specific formats, such as lead gen ads on social media platforms. While these formats offer ease of submission, be cautious about lead quality. Consider incorporating qualifying questions within the lead form to improve lead quality while maintaining reasonable submission ease.

  5. Monitor Quality of Leads from PerformanceMax Campaigns: Pay attention to the quality of leads generated from PerformanceMax campaigns, as they can vary significantly. Exclude low-value placements, such as apps, to minimize wastage. Utilize lead scoring models or offline CRM conversion imports in Google Ads to optimize PerformanceMax campaigns effectively.

  6. Monitor Cannibalization with Third-Party Lead Generation Providers: If you work with third-party lead generation providers (MVF Global, Leads.io, DoLead), closely monitor potential cannibalization with your own channels. Ensure they are not inflating your costs or diverting traffic away from your preferred channels. Monitor the auction insights report to prevent them from bidding on brand terms or inflating CPCs.

  7. Allocate Budget Based on Cost per Sale or Quality Leads: When allocating budget between channels, rely on cost per sale or cost per quality leads rather than gross leads. Quality leads can significantly differ across channels, making it crucial to assess performance based on the most meaningful indicators to maximize your marketing investments.

  8. Negotiate Terms with Outreach Partners: When collaborating with outreach partners, negotiate terms to exclude payment for very low-quality leads, such as those that are out of coverage, non-contactable, or contain incorrect information. Ensure clear expectations to maintain lead quality and minimize unnecessary costs.

Optimizing lead generation performance and quality requires a data-driven, iterative approach. By implementing the key takeaways mentioned above, you can enhance lead conversion, improve lead quality, and achieve better outcomes for your lead generation campaigns. Continuously monitor and adapt your strategies to ensure sustained success in acquiring high-value leads.

Remember, at Stand Out Digital, we are dedicated to helping our clients excel in lead generation. Contact us today to explore how we can support your business goals and drive optimal results.