Lead quality and lead quantityare sometimes thought of as competing ideas, requiring you to pick one and sacrifice the other. Either generate many leads of questionable quality, or a very small number of spot-on leads.
There’s a problem with this logic.
Marketing isn’t an exact science (much to our dismay). A lead generation campaign that is targeted in a way that may seem too broad still has a real potential to pull in highly qualified leads. And a highly targeted campaign might bring in great leads, but if it isn’t pulling in enough of them to hit your sales goals, it isn’t serving its purpose.
Not every lead will be perfect (yes, even the ones who seem perfect on paper can disappoint), making it important to increase the opportunities your sales team has to close a sale. The clichéd saying that you miss 100% of the shots you don’t take couldn’t be more true when it comes to your leads: if you don’t give your sales team anyone to sell to, you won’t be selling to anyone.
Don’t Be Afraid To Broaden Your Reach
If you’re serious about increasing your sales, you need to start by increasing your lead quantity. For most, this requires increasing your reach. Increased reach can be accomplished in a number of ways, but let’s talk about one that almost all marketers can relate to: broader search keywords and targeting.
If you’ve been focusing all of your lead generation efforts on lead quality, this advice may seem blasphemous. After all, won’t you risk diluting your lead quality if you broaden your keywords and targeting?
The answer is yes.
But by being laser focused, you risk missing people who are potential qualified leads.
A Broader Reach Doesn’t Mean An Untargeted Campaign
Let’s be clear: we aren’t suggesting that you run a campaign with vague targeting or ad copy. Too broad of a campaign will result in you essentially throwing your money out the window. If you’re going to part with your money, let’s make sure you get something in return.
What we are suggesting is opening up your targeting and ad copy to allow for more people to be interested in your ad.
Let’s pretend you are a marketer for an online record store that only sells rare jazz records. Right now, your AdWords ads are very targeted:
Rare Jazz Records
Hard-To-Find Vinyl From Your
Favorite Jazz Musicians. Shop Now!
This ad might be gathering clicks from people who are in the market for a rare jazz record, but the number of clicks is smaller than you know it should be based on your knowledge of the market.
How might you broaden this to get more leads? You could to create two ads that speak to broader – yet still targeted – audiences: one focusing on jazz and one focusing on rare albums.
Unique Selection Of Jazz Vinyl.
Browse Our Catalog Now!
Looking For A Rare Album?
Unique Selection Of Hard-To-Find
Records. Shop Now!
This broadening will capture people who are simply searching for jazz albums, rare or common, as well as people who are looking for rare vinyl, with no stated genre preference.
Will some of the leads these ads generate be duds? Yep.
Are there more opportunities for qualified leads in these broad ads than in the ad that promotes a highly-targeted product? You bet.
Broadening Your Whole Campaign
While AdWords ads make for a simplistic example, the principles shown above can be used across your entire marketing strategy. In the example above, we’re still advertising to people who are in our target market – we’re just framing it in a way that we don’t scare anyone off who isn’t specifically looking for a rare jazz album.
When you develop ad copy, create landing pages or choose your advertising channels, be open to trying tactics that have a broader reach than just the people who are in your most targeted group of ideal customers. While there is merit to the idea of focusing on the smallest, most qualified group, you risk missing out on other qualified leads – and a lot of potential sales.