In our last webinar ‘Lead Qualification: 3 Steps to Conversion Success’ we were joined by Ganesh Rajendran, Head – Marketing and Communications at Uniphore Software Systems. We discussed the lead qualification and its importance in helping businesses close more deals. Those of you who missed it, some of the questions asked during the session are summarized below.

View the Recording

Question 1

When we create a landing page, which platforms can we put them in? Any advice on creating good landing pages?

It depends on where exactly you advertise, and promote your stuff. You can use it in Adwords, Facebook, LinkedIn – basically any place where you can place a link to capture leads. We have multiple resources on our blog and some older webinars that would help you create good landing pages. You can check out some here.

Lead Qualification

Question 2

How to increase the ratio between interested and not interested leads or how to increase the quality of leads?

Let’s take two different scenarios that might explain how to increase the quality of leads.

If you are doing outbound marketing and outbound calls, the quality of leads which come out of that effort will be high.

a) When the database on which you are operating is high quality or has a quality which you want to chase.

However, that might not be the case in the following situations:

For example, if you are selling a product or service which can be bought only by companies who are in manufacturing and you are trying to call and reach out to people in the petroleum industry or any other service-based business, that effort will not really give you any results.

b) The rule of thumb is basically getting the right traffic in, and then start qualifying them.

Again however, that may not work if  you are trying to attract traffic from a variety of sources, to promote your product and generate leads. The important bit is getting quality traffic. If you are running ads on sites with a really wide range of ads, and you are targeting all kinds of mediums with all kinds of ads, then you are attracting all kinds of traffic. This won’t get quality leads.

Question 3

How to get quality leads in B2C business through digital marketing?

You could try the following:

a) Make sure you are getting quality traffic:

If the traffic quality is poor, the leads that you get from them will also be poor.

One aspect of getting quality traffic is through searchable content. If you are investing in content marketing, and your prospects discover that content, it is likely that you will get high quality leads. However, it would also depend on the intent of the lead. Organic and content traffic tend to be Q&A kind so that’s why, the intent matters.

b) The ability to recommend and refer:

Anybody who has bought a home from a particular builder and has had a great experience is likely to refer that builder to his/her friends, colleagues or relatives. Leads which come from referral and reviews will be extremely valuable and of high quality.

Question 4

Are you willing to integrate with WhatsApp?

The answer really lies with WhatsApp people. Their APIs are not open. So far, they have not given any provision or any hint to open their APIs to anybody or do an integration in a proper way. As of now, there has been no opportunity for developers like us to build any kind of meaningful integration with their app.

Question 5

What are your thoughts on B2C aspect of lead qualification?

In B2C lead qualification, one of the most important aspects is the turnaround time. I know this gentlemen from Pune who runs a language coaching center and he gets leads from JustDial. He told me that he wanted the fastest way to to contact the lead when it came in because the first contact with the lead, in B2C, will actually have the opportunity to win the deal.

I spoke to another company who is in the logistics business. In this case also, when a person inquires on JustDial about movers and packers, the company who calls the lead first is more likely to win the deal.

How marketing automation can help:

Lead Qualification

Now obviously, JustDial is doing some kind of qualification. But if the response time is poor, then the qualification will never happen. The response time is important for even doing the qualification. That’s why you need a system that is automated to distribute leads, to capture leads, and to follow up on them. The response time may vary from business to business, but it is very important from a B2C standpoint.

In B2C there could also be products are not necessarily sold immediately. For example, if you are selling an online training program, it may not be sold immediately. However, the prospect will always remember the brand who called them first.

The prospect may show interest in buying after a couple of months. Now if you miss the opportunity of tracking their website visits, email opens and clicks on links, then you may again lose the opportunity to sell to them.

In consumer business, if you are selling a high ticket item, you need to be extremely careful and watchful of your leads’ activities, or else you may lose them.

Last week, we discussed “How to Spot Trends to Create Content that Gets Discovered!” A number of interesting questions were asked during the webinar. For those of you who missed it, here’s a summary of the questions asked at the session.

View the Recording

Question 1

Will trending topics generate traffic?

It’s really about identifying the trends relevant to your business or relating the trend with something that’s relevant to your business, and using that to generate traffic. Here are a few examples of brands who took advantage of trending topics (when Uruguay striker Luis Suarez, bit Italy defender Giorgio Chiellini during a Football World Cup Match 2014) to generate traffic:

This one from Trident Gum is hilarious:

Spot Trends

However, Snickers stole the show that day:

Spot Trends

[Notice how many ‘Retweets’ and ‘Favorites’ each of the tweets got!]

Question 2

Would you be able to tell me the approximate number of leads I can generate from a trending topic?

It’s very hard to say. When you catch a trend, it would be difficult for you to understand the buying behaviour behind that trend. If someone is searching for an examination topper, very likely it would be the parent or the student (potential customer) who is searching for it. If you are catching that kind of a trend, it is more likely that the leads you generate might become customers.

However, it’s not the same always. Recently, Sec 66A was trending. Everyone searching for it may not have a buying interest. So that basically tells you that trending topics attract all kinds of traffic. Such trends are beautifully captured by brands as they cater to everyone but they may not be relevant to other businesses.

Trending topics would largely benefit consumer brands. If you pick the relevant information or relevant trend, for your business, it is more likely that you will attract relevant traffic for your business.

Question 3

Suppose I spot two different trends, should I implement one at a time or have a parallel strategy?

Ideally, you should take advantage of both. If you can’t, you need to prioritize on the one which is more important over the other.

Question 4

If we use trending topics in Adwords which may be irreleveant for our business, what is the use of traffic in that case?

Not all trends are to be monetized. The Aam Aadmi Party (AAP) is trending a lot these days. If you are part of the ecommerce business, you can create AAP t-shirts, to stay up with the trends. Of course, this can be done only if your business allows you to do that and if it makes sense for your business.

The other way to benefit, which is not a paid one, is to write a blog post around that. For example, what can someone learn from AAP from a marketing standpoint? What are the different tactics used by AAP to win the Delhi election? So you need to draw a similarity between the two and write around that. That would get you additional traffic, as it may show up under trending topics/searches.

All trends may not be utilized from an Adwords standpoint. If you are in a specific industry, you could predict these trends. For example, in the education sectors, results would be trending after a specific exam. Take advantage of that.

Question 5

How can we judge the CPC of a trending keyword?

You can just use the normal keyword planner for that.

Question 6

When should we take advantage of trends in Google Display Network (GDN)?

If it’s a local trend, affecting a city or two, it may or may not be a good choice. If it’s a global trend, affecting a lot of people, you can take advantage of it.

Question 7

Are the trends only useful to drive traffic to our site? How are trends useful for sales?

  • Getting visibility:

Sales will happen in a variety of ways. I can’t say if there will be a sale but it will certainly bring you visibility. For example, if JEE is trending and you write about JEE toppers, that would help your post rank higher on Google, giving you a better opportunity to be seen to visitors. The downside to this is, that you may get bad traffic as well. You need to take a call on what kind of trends to catch onto, and that will come through experience. This will definitely help you attract and gain attention of the potential customer or prospects.

  • Enhancing authority and trust about readers/visitors/prospects:

If you are in the education industry, you keep writing about the latest news about relevant stuff, and if you get a lot of traffic from that, you establish yourself as an authority as well. Students would start trusting you as a credible source of information. When that happens, it leads to sales as well. We have seen it happen in case of a couple of our clients.

You’ll have to keep on doing it to actually get your arms around it. The simplest way to do it is to look at the ads to target trends.

Here are a few examples of brands/business who took advantage of the recent Cricket World Cup 2015. I can’t say whether they converted to sales but they surely generated traffic.

Jeevansathi incorporated the trending hastag #ICCWorldCup2015 perfectly:

Spot Trends

Clever idea by Lonely Planet:

Spot Trends

And here’s an example from one of our customers:

Spot Trends

Question 8

Which are the best resources to stay updated with the latest trends?

Try looking for local trends around your area, for example, topics trending in a particular city or region. You could also look for trends in a specific industry. The news will not cover deep industry information. In that case, you should follow industry-specific news sites or blogs for relevant information. You could also subscribe to newsletters.