Knowing what to do with the leads you've generated is crucial for conversions. Not every lead is ready to make a purchase; each is within a different part of the sales funnel. MQLs, however, can lead businesses directly to potential customers who are genuinely interested in making a purchase.
Effectively utilizing your leads requires a strategy that identifies what these leads look like and nurtures them through the sales funnel.
Develop an ideal customer profile (ICP)
Before generating leads, consider developing an ideal customer profile (ICP). An ICP is a description of a fictitious organization or individual that would get immense value from your product or service. It should embody your target audience.
The profile should encompass demographic data, firmographic data for B2B, behavioral traits, and more. With a clear ICP, businesses can tailor their marketing efforts to appeal directly to those most likely to convert.
Keep in mind that creating an ICP isn't a one-time task; it's an ongoing process that should be refined as your business grows and the market evolves. Having an up-to-date ICP ensures that your marketing and sales teams are aligned and target the right audience while creating personalized campaigns that enhance the customer experience while improving engagement, trust, and conversion rates.
Create relevant and targeted content
Next, you'll need to create relevant and targeted content that resonates with your ICP or target audience. Content attracts potential leads, but not all content is designed for lead generation. To attract MQLs, your content needs to be relevant, valuable, and tailored to their pain points. This content might range from insightful blog posts and whitepapers to interactive tools like calculators.
MQLs have shown a deeper level of interest, so they're looking for content that offers more than surface-level, basic insights. Case studies and solution-oriented content will be more effective at drawing them in.
Effective content is educational and actionable, going beyond addressing pain points and providing a clear solution. A well-informed lead is more likely to transition into a loyal customer, so invest time in creating content that enlightens and empowers them.
Manual efforts can only take you so far in generating leads. Marketing automation tools can help you scale your efforts, improving audience segmentation and lead scoring while automating follow-up campaigns and delivering personalized content to potential leads at the right time.
By leveraging these tools, businesses can ensure a consistent and efficient way of identifying and nurturing these leads to increase the effectiveness of their MQL strategy.
Beyond streamlining operations, these tools provide data-driven insights that allow companies to tailor their messaging and campaigns to their target audience's specific needs and preferences. With the power of automation, repetitive tasks, such as sending emails and email campaigns, posting on social media, notifying salespeople when new leads roll in, and creating A/B tests, are simplified to free up marketers to focus on strategy and more creative campaigns.
Nurture MQLs for better conversion
Identifying MQLs is just one part of the process. What you do with these leads determines whether they'll convert. Nurturing leads is the process of guiding them through the sales funnel until they're ready to convert.
Because MQLs are more valuable than other types of leads, they require a more specialized approach to lead nurturing.
Every MQL is unique, with distinct pain points and desires. A general nurturing campaign is unlikely to resonate and convert. Instead, successful lead nurturing hinges on personalization, which involves segmenting leads based on specific criteria, such as interaction with content, specific interests, and acquisition sources.
Then, you can design campaigns tailored to each segment. For instance, an MQL who showed interest in a specific product feature might benefit from a series of emails discussing that feature's applications and benefits.
The key here is to provide valuable and tailored content. MQLs have already displayed a certain level of engagement, so the content must be rich, detailed, and directly aligned with their pain points or desires. The type of content you use may include:
- Educational content like white papers, webinars, or in-depth blogs that provide valuable insights.
- Solution-focused content like case studies showcasing how your product or service solved a similar challenge.
- Interactive content like calculators or quizzes that engage the MQL while demonstrating your product's value.
Remember, MQLs can come from anywhere — social media, email, search engines, and apps. A successful lead nurturing strategy acknowledges that leads come in all shapes and sizes, from all sides, and across multiple channels. Using multi-channel engagement can maximize impact by helping you reach your leads where they are.
These strategies might include retargeting ads, social media engagement, webinars, and so forth. For instance, organic lead generation from SEO efforts might attract a lead who discovers your content through search engines, while a targeted Facebook ad might resonate with another lead who's more active on social media.