A business with universal appeal is hard to find –– especially in today’s environment. Even the most wildly successful brands on the planet such as McDonald’s, Google, Apple, Amazon (etc.) have plenty of detractors. And while small businesses should definitely seek to expand their customer base, marketing to unqualified leads (AKA people who are not interested in your product) is not a good idea. In fact, marketing strategies that fail to generate qualified leads are largely counterproductive. Here, we’ll explain how marketers can avoid wasting time with unqualified leads and make better use of their time:
- Utilize Long Tail Keywords
Professionals use keywords in a number of digital marketing practices including ad text, on-site SEO, and blog posts. Long tail keywords, conversely, are more detailed phrases that provide better information to search engines and consumers alike. While a vague keyword like “business loan” is likely to generate lots of traffic, a more specific long tail keyword such as “unsecured business loan bad credit,” will attract fewer searches per month, but more qualified leads to businesses that offer such a service. Not only will long tail keywords help you get in touch with interested customers, but it will also eliminate a good deal of inessential traffic to your website.
- Manage Digital Ads
Just as businesses can use long tail keywords to improve their digital web presence, so too can they manage their advertisements to maximize return on ad spend. Many online platforms charge businesses for every click generated by an ad, so it makes sense to manage your ads carefully and eliminate “wasteful clicks.” You can do this in Google Ads, for instance, by denoting certain keywords you don’t want associated with your brand. Furthermore, you can restrict ad appearance to certain geographic locations. In this way, a business located in Florida can ensure that they only advertise to other Floridians.
- Conduct Market Research
It’s difficult to know if you’re marketing to qualified or unqualified leads if you don’t track your performance and conduct market research. The good news is, taking time to send out surveys and crunch the numbers will let you know what’s likely to resonate with your target demographics and what won’t. In addition, market research will enable you to advertise with greater efficacy on social-media platforms.
The Bottom Line
Unqualified leads distract your marketing and sales team and serve to ruin your conversion rates. Whether your business manufactures high pressure homogenizers or sells real estate, you can’t afford to waste time with uninterested consumers. By zeroing in on niche audiences and managing your tactics correctly, you can market more efficiently and effectively. And your business will benefit massively as a result!
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