Speaker A
So, a quick thing that just came up recently. I was asked to explain what are the ways to increase lead quality. And so there are five ways that you can increase lead quality.
Learn five effective ways to increase lead quality by optimizing targeting, application steps, offer nature, and providing value first.
Key Takeaways
- Higher lead quality often comes at the cost of lower volume.
- Targeting and application complexity are key levers to improve lead quality.
- The nature of the offer significantly influences the type of leads generated.
- Providing upfront value attracts more qualified and engaged prospects.
- Business model and operational capacity must guide lead quality optimization.
What the video covers
- There are five main ways to increase lead quality: targeting, number of steps, nature of the offer, application process, and providing value first.
- Targeting can be refined by zip code, income level, or profession to attract higher quality leads.
- Increasing the number of steps or complexity in the lead capture process filters for more motivated and qualified prospects.
- The nature of the offer impacts lead quality; free giveaways generate volume but lower quality, while direct calls or paid offers yield higher quality leads.
- Applications with detailed questions and paragraph answers increase lead quality by requiring more effort from prospects.
- Providing valuable content upfront helps attract more qualified leads who are engaged and interested.
- There are trade-offs between lead quality and volume; optimizing these depends on the business model and operational capacity.
- Marketing strategies should consider monetization structures and sales engineering to maximize revenue from leads.
- Testing and adjusting these variables helps find the optimal balance between lead quality and sales throughput.
- Understanding your numbers and operational limits is crucial to making informed marketing decisions.
Chapters
- 00:00Introduction to Increasing Lead Quality
- 00:30Trade-offs in Lead Quality Optimization
- 01:28Method 1: Targeting Leads
- 02:24Method 2: Number of Steps in Process
- 03:24Method 3: Nature of the Offer
- 04:36Method 4: Application Process
- 05:20Method 5: Providing Value First
- 06:32Business Model Considerations and Final Thoughts
Full Transcript — Download SRT & Markdown
Speaker A
And so this is if you were like, man, my leads are weak or I want my leads to be higher quality or people are complaining to you, whatever, right? There's five ways to do this. Now, that being said,
Speaker A
And so this is if you were like, "Man, my leads are weak," or "I want my leads to be higher quality," or people are complaining to you, whatever, right? There's five ways to do this. Now, that being said,
Speaker A
that you're optimizing for. All right? So, it's not to say that you should do all five of these things because sometimes you are going to be leaving a lot of money on the table because ultimately you want to remove as few of
Speaker A
the monetization structure behind it, you're going to want to play with these variables so that you can optimize your throughput so you can get the most amount of sales or most amount of cash up front depending on whatever it is
Speaker A
And so these are the trade-offs that you'll do in the marketing side uh that these are the variables that you'll play with in order to get the uh the optimal setup for uh for sales. All right. So without further ado, the five ways uh
Speaker A
that you're optimizing for. All right? So, it's not to say that you should do all five of these things because sometimes you are going to be leaving a lot of money on the table because ultimately you want to remove as few of
Speaker A
it by uh by income level or profession. Uh those are all things that you can do to immediately increase lead quality. If you go to only the rich zip codes, you're going to have uh you know higher quality leads in general, right? That
Speaker A
these or sorry, as many of these as you can because they're all bottlenecks on the amount of volume you're going to get. And so, each of these will increase quality but typically decrease volume.
Speaker A
So there's number one is the targeting, right? Number two is the number of steps that they have to jump through, right?
Speaker A
And so these are the trade-offs that you'll do on the marketing side. These are the variables that you'll play with in order to get the optimal setup for sales. All right. So without further ado, the five ways
Speaker A
right? or they were more compelled by the offer headlines etc. So that will increase the lead quality as well. Uh number two is get sorry number three excuse me is the uh the nature of the offer. All right so a free offer versus
Speaker A
that you can increase lead quality. Number one, your targeting. All right, so the targeting, you can do this in a couple ways. One is you can just do it by zip code. Other, you can do
Speaker A
Right? Not all leads are created equal. And so um if you're having someone opt in for a giveaway, you will have more volume by a ton. Um, and so that's why there's so much emphasis on the monetization structure behind it or the
Speaker A
it by income level or profession. Those are all things that you can do to immediately increase lead quality. If you go to only the rich zip codes, you're going to have higher quality leads in general, right? That
Speaker A
but if you don't do a giveaway and you do a straight to call, then that person is going to be more qualified than somebody who is opting in for just like a giveaway or whatever, right? Uh, the fourth is going to be an application,
Speaker A
being said, if you're doing those zip codes, just understand that other people are also marketing those zip codes and they will probably also be more expensive and your volume will be lower.
Speaker A
have one page that has a lot of questions on it, right? And so, and the nature of the application, you have lots of paragraph question answers. It's going to be more work and therefore a higher quality lead compared to lots of
Speaker A
So there's number one, the targeting, right? Number two is the number of steps that they have to jump through, right?
Speaker A
you will increase the quality of lead. And you can also there's a lot of psychology behind the questions that you're asking the application. So getting them to state their goal, getting them to state that they have a problem. Uh getting to understand what
Speaker A
If someone has to do 10 steps in order to get on the phone with you versus one step, they're going to be more qualified because they took more action. So they're more in pain and they're more likely to want to work with you,
Speaker A
problem? And if you want to and have big balls, which I would encourage you to do, um, put some sort of minimum amount.
Speaker A
right? Or they were more compelled by the offer, headlines, etc. So that will increase the lead quality as well. Number two is get—sorry, number three, excuse me, is the nature of the offer. All right, so a free offer versus
Speaker A
around where you're going to be, right? And then, um, finally, uh, the fifth thing that you can do to increase the quality of the leads is provide value first. All right? So, this is going to be the actual content of the
Speaker A
a paid offer or a free amazing giveaway compared to a "click here to schedule a sales call" is going to create a very different type of prospect.
Speaker A
video that might be five minutes long and provides a tremendous amount of value, tactical importance that they can immediately implement in their lives. Uh then that person uh might be more qualified if they come in because they're like you, this person has
Speaker A
Right? Not all leads are created equal. And so if you're having someone opt in for a giveaway, you will have more volume by a ton.
Speaker A
lots of ways to increase quality of the lead. The the tradeoff and where you have to come in as a business owner, not just a marketer, is understanding how your business model works behind it. My two cents on this is that I try and
Speaker A
And so that's why there's so much emphasis on the monetization structure behind it or the mousetrap that you've built in order to, like, if you have a giveaway there. I know plenty of people in the industry that do giveaways and crush it because they have a good mousetrap behind it and they take advantage of the volume.
Speaker A
Once I get flow, then I'm going to try and create a series of offers and upsells on that flow uh that will allow me to make more money on the customer because the worst thing in the world is
Speaker A
But if you don't do a giveaway and you do a straight to call, then that person is going to be more qualified than somebody who is opting in for just a giveaway or whatever, right? The fourth is going to be an application,
Speaker A
And typically if you are good about your sales engineering uh and choreography behind the behind the opt-in behind the application behind the call that's the model itself then you should know what your numbers are on let's say a free
Speaker A
right? So, if you have an application, it's sort of the same thing as adding a step, but it's different enough that I figured it was worth mentioning. So, you can have like four pages in a row that only require one checkbox.
Speaker A
at $7. If you don't have those numbers, it will be much more difficult to make decisions about your marketing uh without that. And so all that being said, uh the time to use these five increasing in quality uh type
Speaker A
Or you can have one page that has a lot of questions on it, right? And so, and the nature of the application, you have lots of paragraph question answers. It's going to be more work and therefore a higher quality lead compared to lots of
Speaker A
higher ticket or uh to accommodate for your operational capacity. Right? If I can get, let's say I I'm booking some sort of national campaign and I'm going uh straight to call. If my team can't handle as many and I don't mind doubling
Speaker A
checkboxes and ABC-type questions and answers for the application. So that's another thing that you can do to implement to increase the quality of the leads that are coming through. Simply adding an application before they have access to
Speaker A
matter as as much to me and I I can't handle the operational flow. Um but for me personally, I tend to start with the biggest net and then try and see what I can do on the back end. put the onus or
Speaker A
you will increase the quality of lead. And you can also—there's a lot of psychology behind the questions that you're asking in the application. So getting them to state their goal, getting them to state that they have a problem, getting to understand what
Speaker A
that exact same model in brick-andmortar for the gym. We've done it for the supplement company. We've done it for gym launch. We've done it for uh now the online uh the online fitness model that we are getting all of our you know seven
Speaker A
their biggest unknowns are and the things that they're struggling with. Understanding that, you know, setting the precedent that there is going to be an expense. Are they willing to invest in, you know, in a solution for their
Speaker A
average the cost per lead is about a fifth, right? And so as long as we can make the machine behind it work, which took us three or four iterations to get it really tweaked and we continue to do
Speaker A
problem? And if you want to and have big balls, which I would encourage you to do, put some sort of minimum amount.
Speaker A
Thursday. I hope that gave you five different ways you can increase lead quality if you need it. Um, for many times though, you just need to look behind the lead at the monetization system that they're coming into to make
Speaker A
If your thing's, you know, let's say your thing's a thousand bucks, say, "Hey, are you willing to spend at least $500 on the thing?" It doesn't mean it has to be that, but at least it gets them in the ballpark
Speaker A
usually the model itself. But um if you do have an issue of having too much traffic and the people aren't qualified and you're willing to increase how much uh you pay per show um or you don't have the operational capacity, then adding
Speaker A
around where you're going to be, right? And then, finally, the fifth thing that you can do to increase the quality of the leads is provide value first. All right? So, this is going to be the actual content of the
Speaker A
[music] [music]
Topics:lead qualitylead generationmarketing optimizationtargeting leadssales funnelapplication processoffer strategylead qualificationbusiness modelmarketing trade-offs
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