How to get better quality leads

The profitability of a lead generation campaign is largely determined by the quality of the leads generated by its advertising.

And that quality is a direct result of the effectiveness (or otherwise) of the campaign's target marketing. When it comes to boosting the return on investment of any lead generation activity, target marketing has a significant role to play.

Choose your source

An ad is merely a means of getting a message in front of an audience. If you buy pay-per-click advertising on Google, you're renting space on their site to get your message displayed to people who enter particular keywords.

Choose the right keywords, match it with copy designed to appeal to a particular market, and you're well on your way to good target marketing.

Eliminate to Accumulate

Having a good source of targeted leads is only half the battle. Once a visitor arrives at your site, you have much more control over what they get to look at. In particular, you can further qualify visitors to suit your own agenda.

Perhaps you're not interested in selling to people looking to spend less than £10,000. If so, you can build in a process that eliminates these people. Or perhaps funnels them to an alternate sales channel looking to sell in that market, or a competitor willing to pay you a referral fee.

Target marketing in lead generation is about homing in on each individual visitor's specific situation, and presenting a sales message written specifically for him/her. For more on this, see the approach outlined in online marketing strategy and Find new customers online.