As your business grows, it’s easy to slip into a fundamental flaw: The thought that all business is “good” business. While site clicks and store visitors result in higher overall revenue, it doesn’t mean they’ll stick around long-term. Adopting a lead quality assessment strategy is one of the best ways to guarantee sustained, long-term traffic, creating brand advocates and securing your brand’s place in your space for years to come.
Read on to learn more about building a lead quality assessment strategy and securing quality traffic for your business.
What is a lead quality assessment strategy? (And is it worth it?)
Time is a valuable resource – so trust me when I tell you that establishing a lead quality assessment strategy is worth every minute spent. This type of business tool helps you to evaluate the quality of your inbound leads, usually from paid marketing efforts or organic searches.
Understanding where you’re excelling and where your gaps are in this area of marketing helps you to refine your marketing strategy going forward; showing you areas of improvement for marketing content relevancy, consistency, and quality.
How to build a lead quality assessment strategy
Ready to get started? Here are a few steps you can take to build your lead quality assessment strategy:
1. Identify your metrics
Determining your success markers will help you make your strategy more effective from the start. Many organizations choose to sort their incoming prospects by two main metrics:
- Closing potential: Grading done based on the likelihood of “winning” the lead
- Revenue potential: Grading based on how much money a lead could bring in over a set period
The key to this step is staying consistent with your measurement to ensure accurate data for later reporting. You can then use this information to dictate the next right steps in your lead generation strategy.
2. Track your inbound traffic
Now that you’ve defined your key data points, it’s time to implement a tracking strategy for your inbound channels. Investing in high-quality tech and platforms to automate this for you is the best and most effective way to do this.
3. Analyze, review, and refine
After you have your metrics and your raw tracking data, it’s time to analyze. A few questions you can ask yourself to start with include:
- Where is the most traffic coming from? (overall)
- Where is the most traffic coming from? (that has the potential to purchase)
- What hashtags/keywords are working? (cross-platform)
- What type of content is our ideal candidate resonating with?
- What barriers to success are stopping us from creating more content in the style we need for higher-quality prospects based on this analysis?
Constant review and refinement help you to stay relevant and effective with your lead quality assessment strategy.
Looking for help growing and scaling your brand?
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