Creative Counsel   Branding • Content Creation • Digital Marketing   Matter More™

Lead Generation: Effective Strategies to Attract and Convert Prospects Into High-Quality Leads

With a seemingly never-ending list of tactics to leverage, such as SEO, social media, paid ads, email marketing, etc., we believe there are essential answers to secure and integrate before investing in any of them. This is where many small businesses have a chance to experience bigger gains and longer-term sustainability.

Working from an “outside in” perspective versus the more common “inside out” focus will begin to establish unique message parameters that increase your potential ROI. Learning from existing customers and understanding how to integrate their feedback within your messaging will affect everything from brand positioning and content creation to social media topics and digital advertising campaign leads.

How do you create content that is valued, for example, if you have never validated what your customers value most about working with you? How much do you know about your customers? How valuable are they to you? Are they “A” customers or “D’s”? What makes them an “A” or a “D”?

You might ask, what does any of this have to do with attracting and converting prospects into high quality leads? My answer is everything!

Here’s why.

When a company knows who their best customers are and what these customers value most about working with you, you know what to talk about and emphasize in your lead generation messaging.

Let’s say your best customers represent 5% of a specific market. If there is 95% more opportunity to gain, do you want to attract all of that, or just the prospects who are most like your best customers? The obvious answer should be the latter.

Attracting any prospect other than A’s, B’s, or C’s with potential, will be a drag on your businesses efficiency, moral and eventually, your profitability. Many would argue that it’s better to feed prospects (or customers) that are not A’s, B’s, or C’s with potential, to your competition.

So, if you create your messaging based on what you know your current A customer’s value most, we suppose that within the remaining 95%, the other A’s will most likely value the same and respond. These new prospects will move down the funnel at a higher rate and in a shorter amount of time because they’re identifying things about you, they value. In other words, it shortens the sales cycle.

Additionally, because they have engaged with optimized and targeted messaging that is based on defined values, when they convert (and you deliver), they will likely appreciate your people, products, and services more, increase the frequency and value of transactions over time, pay your invoices within terms, and will likely be more willing to refer you to like colleagues that can also benefit from your offerings.

This is the logic and best practices to attracting and converting prospects into high quality leads and potentially highly valued customers.

Companies interested in this methodology may need the support of an agency who knows how to build learning parameters, solicit, and collect the data, accurately develop, and analyze results, and integrate this refined learning into more effective brand communications, creative content, and demand generation marketing.

Creative Counsel offers a no-obligation call to discuss this with companies who are interested in the topic or ones who have defined growth objectives and want to work with an agency who knows how to achieve them. Call Chris Casarona at Creative Counsel, Inc., 609-575-1415. Thank you for reading my content. I hope you found areas of value that you can apply to your company’s marketing – Matter More.