One of the goals of many digital marketing agencies is to get as many leads as they can. In the process of driving leads here and there, marketers tend to forget one thing: The quality of their leads.
Here’s the reality when you’re generating leads—only a small percentage of the leads you have now are likely to close. The rest of them either turns cold or becomes disqualified. How do leads become clients, and how do clients turn into lasting relationships for your agency?
I’ll leave you with three C’s: Captivate, Classify, and Communicate.
You can attract leads passively or actively. Most agencies focus on passive lead generation, but the successful ones combine both strategies to drive more targeted leads.
But first, you need a website. Your website is the first place that prospects will go to when they’re in need of digital marketing services. Though this is something you may already have, your website should be optimized and designed for lead generation.
Now, let’s get into how passive and active lead generation works:
- Passive Lead Generation – This is your agency driving leads through inbound marketing activities. This includes a comprehensive strategy for SEO, social media, content marketing, and paid search ads. The key to passive lead generation is creating relevant, valuable content that will draw your target audience to your agency and allow you to capture their contact details. One example is providing resources as lead magnets that prospects can download from your website in exchange for their email.
- Active Lead Generation – This is your agency taking the initiative to find leads through outbound marketing, which means you’re the one reaching out to prospects. Part of active lead generation is qualifying leads that slip into your funnel and connecting to them.
Passive and active lead generation doesn’t only differ in terms of how you approach leads, but also the type of leads you’re getting. Passive lead generation provides you with warm leads, while active lead generation provides cold leads.
Do you start reaching out to your leads? Not yet.
You need to classify your leads whether they’re worth chasing or not. This is what we call qualifying leads. You can start by asking the following questions:
- Which stage are they in the sales funnel?
- Are they involved in the decision-making?
- Does their business have a genuine need for your service?
- Are they ready to buy? How long will it take them to purchase from you?
Leads that qualify are those who provide a positive response for every question. You need to assign a value for each response to form the basis for your lead’s temperature (hot, warm, cold, or disqualified). This will help you prioritize your leads and nurture their relationship further with your agency.
In certain situations, you may need to downgrade a lead’s temperature. For example, a lead may not have the budget to spend for your white label local SEO now. You may also have caught them at the wrong time, which affects their decision to purchase any SEO service from your agency. During these cases, you can sunset your leads and nurture them until they’re ready to buy.
This brings us to the final step, which is…
Now that you have a list of prospects, it’s time to initiate contact. The purpose of the previous step was to help you identify your leads’ readiness to buy, so you can set the right messaging and provide valuable content when reaching out to your prospects.
Ideally, the content you provide to prospects should be categorized in this fashion:
- Hub content – This is reserved for your cold leads. As your prospects are still in the awareness stage of the sales funnel, you want to send them content that will educate and answer their questions. This can come in the form of product guides, methodology explainers, and process flows.
- Hero content – These are pieces of content that help in building desire, such as case studies, website audits, product demos, and white papers. Prospects who are in the interest stage of the sales funnel fall under this category.
- Hygiene content – Use this type of content when you’re talking to someone who is at the action stage of the sales funnel, meaning they’re ready to buy anytime. Content that falls in this category include testimonials, discount coupons, and monthly newsletter. The idea behind this is you’re offering prospects an incentive to convert them.
But, how do you reach prospects? The easiest way is through emails. Send emails two or three times a month to avoid spamming them. Each email should have content based on the lead’s temperature; this should be tied with your goals for that prospect. Establish email sequences, so you’ll remain on top of mind of prospects even if they’re not ready to buy.
Pro-tip: Nothing happens to a prospect without following them up with a phone call. Your email should have a link to your scheduling tool, so prospects can easily schedule a call with you. If you fail to follow up, your effort and time in generating leads are wasted.
One Last Thing….
Don’t give in to the chase.
Numbers are important, but you won’t be too productive if more than half of your leads don’t convert. In the end, you need to focus on the ones who can bring growth to your agency.
Itamar Gero is the founder and CEO of SEOReseller.com, a white label SEO services and digital marketing solutions provider that empowers agencies—and their local business clientele—all over the world. When he isn’t working, he’s traveling the world, meditating, or dreaming (in code).