Your Brand Needs Better Leads!

     Once a brand unleashes an online campaign, its marketing team generally rushes to gauge its impact. For web marketing, of course, the greatest gauge is inbound traffic. The more visitors or phone calls, the bigger the impression made by a campaign. Or so the thinking goes.

     Not so long ago, success often was determined by the number of incoming phone calls. If the phones were lighting up … if the operators were too squeezed for a coffee break … the campaign was gold. Leads were in the company’s pockets. Now it was just a matter of closing them.

      Nowadays, the number of phone calls no longer reigns supreme. At least, not as a means of qualifying leads. Digital technologies have put an end to that supremacy. If you rely solely on phone call quantity, you’re in for a rude awakening.

     Consider what you’re dealing with for a moment. An influx of phone calls says plenty about quantity. But this number is practically silent when it comes to quality. Who’s a potential buyer and who isn’t is something best left to deeper probing. The uncovered answers will determine who’s truly a qualified lead — the prospects of value.

     Fortunately, effective tracking mechanisms are available to uncover qualitative lead information. Properly implemented, these mechanisms monitor all key response metrics. With this information firmly in hand, marketers can assemble a complete picture of every lead on their list.

     Acquiring trackable information requires marketers to ask the right questions once the phone calls pour in. Subtlety is crucial. Questions that smack of marketing intrusiveness will trigger warning flags galore in the minds of prospects.

     Much more effective are questions that stimulate natural conversations … conversations that encourage prospects to share information that reveals their motivations and desires. What really rings their bells? Marketers can thereafter qualify the leads, focusing on those most likely to value their brand.
     If you have any questions or comments about qualifying leads gained through online marketing, or about any other brand-related topic, feel free to send them our way.