It’s the age-old question: Do you want Quality or Quantity?
When marketing delivers a dozen leads from a highly engaging event, it’s usually expected that these people will buy, or at least get into a proposal discussion.
But when marketing hauls in hundreds of leads in a day, we all know what the sales conversion rates will be: Low and lower.
But with content marketing, the funnel is getting a lot wider than it used to be, as more people find your articles and videos and respond to your calls to action. Here’s how to raise the quality of lead even as you raise the number.
It’s weird, but it looks like I agree with Malcolm Gladwell again.
In his January article, Gladwell states that a social media follower is just about the weakest kind of brand-consumer relationship there is. In the hierarchy of lead quality, the link between a brand and its followers is strongest at purchase, and we do everything we can to bring consumers from the very first step to purchase as smoothly as possible.
If you’re in marketing, you’re building a business. If you’re building a business, you need sales. To get sales, you need leads. It’s a basic equation. Whether you’re delivering campaigns for a storied global enterprise, or printing business cards in your dining room, you need leads. Names. Contacts. Prospects. Suspects. We’re talkin’ people, people!
And the more, the merrier, right? So throw all kinds of budget at the wall. Banner campaigns. Events. Lists. Who cares how you do it, just flood the joint with leads. Leads galore. Leads up to your eyeballs. You want to be sifting through sales prospects until you can’t see straight. You’re swimming in a pool full of 24-karat gold-plated leads. You’re in the money!