Success with your online marketing campaigns as an Indianapolis property owner does not depend on the number of people who see your content or ads. It depends on the number of people who see your content or ads and who actually need it and can pay for what you offer.
You may have many eyeballs on your online materials, but if most of those people are uninterested in your products and services or unable to buy them, it will mean nothing to your bottom-line. There are three categories of people who will interact with your online content: leads, prospects, and customers.
- Leads: This is everyone who comes in contact with your content. They do not necessarily need what you are selling and may not be able to afford it.
- Prospect: People who fit the profile of the kinds of people who are most likely to buy from you. Leads become prospects when they show interest in your content and take the next step.
- Customers: People who have actually bought something from you.
Paying customers to determine the success and growth of your business. Increasing the number and quality of those customers is how you improve the revenue of your organization. And that begins with looking at your lead qualification process to fine-tune and make it more effective.
If your sales processes attract many low-quality leads, you will have a lot of traffic on your site. But that activity will not result in significant changes to the business’ performance. Low-quality leads are people who are not interested in your brand or just there to get details but will not buy.
Weak leads waste your time, and drain your resources. Here is how you can do to improve the quality of leads you are attracting online.
1. Target leads with better content
Most commonly, people who visit your web pages and interact with your online content will arrive at those places via search engines and social media. To a large degree, the quality of leads coming to you from these platforms will be determined by how focused your articles are and your use of accurate vocabulary.
2. Improve your Search Engine Optimization
You must show relevance and consistency in the keywords and tags you use across your website, blog posts, social media content, and advertisement. Keywords and tags are what search engines look at to show internet users your content. If they are not an accurate representation of who and where you are, your content will mostly get shown to people who don’t need it.
3. Create separate landing pages
If you offer different types or levels of services, combining those services in a single landing page will cost you. People are more likely to click away from a page if they don’t immediately find what they are looking for. You can avoid this by creating separate landing pages for each of the services you offer.
4. Use email campaigns
Emails deliver right into people’s inboxes, and you can use this as your primary site conversion tool. If someone subscribes to get your emails, you know they are minimally interested in your service. And over time, based on their response to your emails, you can narrow down the most promising leads.
5. Ask more from your leads
Making it harder for leads to progress up your sales funnel improves lead quality. By asking people to fill in extra details in a form, answer specific questions, or make some form of commitment, you strain out the weak leads that are not willing or ready to buy.
6. Refine your content marketing
Creating content with a broad focus and posting it on blogs and websites with equally broad focus will result in leads that do not match your target demographic. Your content marketing strategy should be used to spread your content to relevant online locations and use them as feeders to your website. The quality of those sites and the content you place on them matters.
7. Improve your landing pages
If someone has reached on one of your landing pages, you should make it really hard for that person to leave. You can do this through the copy’s quality on those pages, the pages’ overall design, and how compelling your offer is. You have done a lot to get people to your landing pages, do even more to make them click your call to action (CTA) button.
8. Deploy targeted social media ads
It isn’t easy to make the most of social media without using paid ads. But paying for an ad on Facebook or Twitter does not guarantee success. The key to good results with social media advertising is targeting. Defining and refining your targeting criteria is just as important as the content of the ads. It may even be more important. The more detailed your targeting criteria, the better the leads that come from the campaign.
In conclusion, improving the quality of online leads boils down to two things: understanding your business and understanding who your customer is. The more these two components align and guide your online sales processes, the better the quality of leads that will come out of those channels.
Not sure where to start with all this information? Real Property Management Indianapolis has entire teams dedicated to this type of work to ensure your rental properties are seen by the tenants you want. We also make many other aspects of property management easy for property owners. Contact us today to find out more or call us at (317) 671-8058.
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