Leads are not hard to come by. They just aren’t – that is a huge misconception. Leads are like sand at the beach…everywhere you look there is sand. However, finding quality leads that fit your ideal customer profile, are hard to come by. It’s all about understanding what or who is relevant to your business, who is your buyer.
If you just want some sand (leads), head straight for the beach, sit down and get to it – be adventurous and build a sandcastle. Immediate gratification. Simply reach your hands into the sand – you really don’t even need a shovel to see the results. Sadly though, your hard work on your castle will be washed away with the tide, it will not withstand the test of time. That is the downfall of most leads- they are not quality– someone just needed some names to fulfill their lead quota. This is the problem with using lead quantity as a Key Performance Indicator (KPI) of marketing success. Measurement needs to be on engagement, conversion and ROI ultimately, not quantity.
Think about it – if you generate 100 or even 10 quality leads that fit your ideal customer profile, are in a buying cycle and have some sort of engagement with your company/website or content…how much is that worth? Probably a great deal as sales can actively engage with prospects like that.
On the flip side, if you generate 1,000 leads from a random list purchase or even a trade show, are they worth it? Do they fit your buyer profile? They might- that is why modern marketers put a variety of lead nurturing programs into play to help engage the buyer throughout their journey to help bring the quality, engaged leads to the surface. Those leads matter. But most of the other leads will not be ready to buy from you now or ever. They are just names, not leads and how many you have is irrelevant.
Before you go spending time and resources on generating “leads” think about what your goals are. Quantity should not be one of them. Quality is what matters today. Define who your ideal customer is and develop content, attend events and exhibit where these people are. Find out what they read, where they go to obtain their information and be there. Be relevant. Offer content that matters to them and then, measure engagement as that is a sign of quality. Forget quantity as a KPI – it’s all about quality. Leads are like sand at the beach – they are everywhere. Finding the right kind of lead that is interested in you, in your solution, is what matters.