Warm Leads: How To Build a More Responsive Audience
When running a business, lead generation is essential. But not all leads are the same, and you have limited resources.
That’s where the importance of “warm leads” comes in. Let’s dive into it.
Why Warm Leads Are Important
We have written numerous times about how important lead generation is. However, there is a big difference between “cold leads” (people or companies that aren’t even close to buying) and “warm leads” (they are just about ready to take out their wallet).
With limited time and resources, you can see how important it is for your organization to focus on warm leads. That’s because warm leads are simply more valuable.
For whatever reason, these are people that are more actively engaged with your brand. They spend more time on your website. They read more of your emails. Perhaps they have even contacted you about your products and services with specific questions.
These are people that are closer to buying, and thus the people you should be spending most of your time on. By doing so, you will convert more of these leads to customers and prioritize your efforts where they matter. This isn’t to say that you should neglect cold leads, of course. But warm leads are where the profit is, and you should treat them accordingly.
For more information on the process that leads typically go through before becoming “warm,” check out this post. In it you’ll learn about the lead generation funnel and how leads go from “cold” to “warm.”
4 Ways to Generate More Warm Leads
Now that we know why warm leads are so essential, let’s cover four tips for generating more of them.
1) Niche down
It’s never a good idea to be the business or agency that does everything. Instead of being really good for a smaller amount of potential customers, you are simply ok for more. And that doesn’t win you more business. In fact, it often breeds distrust. Just think about a restaurant that seems to make everything under the sun and specializes in nothing. Typically not very good!
If you are too general you simply won’t attract that many people. Committing to your specific niche, however, will ensure that you are the perfect fit for your audience. This will turn them into warm leads much quicker.
The concept of niching applies to just about every area of your business, and there are numerous ways to implement it. Here are just a few:
- Create content that is laser focused on the main pain points of your audience. This will resonate with the people you are targeting and warm them up to your offer much more. Check out our ultimate guide to content marketing for more tips.
- Craft your offer to be exactly what your audience is looking for. You likely already have data regarding your most in-demand product or service. Focus your marketing on this.
2) Segment your email list
Email is still one of the best ways to communicate with your audience. That’s because:
- You can email your audience however often you want
- It’s the only audience you truly own
- You aren’t subject to social media algorithms
Simply put, if you aren’t using email regularly at your business, you are missing out. However, it’s not enough to simply email your entire list whenever you feel like it. Instead, to develop a relationship with them and turn them into warm leads, you need to send them messages that apply specifically to them.
This is where segmentation comes in. Essentially, email segmentation is the process of breaking your entire list into smaller groups and only sending them emails that are somehow applicable to them. Just like pursuing a niche strategy, email segmentation gives your audience exactly what they want.
For more information on this, be sure to check out our ultimate guide to email marketing.
3) Listen to what your audience is saying
Our third tip is related to just about any other tactic for generating warm leads. That’s because listening to what your audience says (and actually acting on those insights) is one of the best ways to show how customer-focused your organization is.
Does your audience want more educational content from your marketing team? Do they need more onboarding calls once they’ve signed on as a client? Maybe your content and products are great, but people still find it difficult to effectively navigate your website.
Whatever the case may be, your audience has valuable feedback that you should take seriously. After all, the quickest way to get more warm leads is to give your audience exactly what they are asking for.
4) Run Facebook ads
Social media marketing isn’t applicable to all businesses. If you are a B2B company that sells expensive services, for example, platforms like Google are likely more effective.
Still, there’s one fact that can’t be ignored: Facebook has more data on its users than any other platform. That means that it’s relatively straightforward to run ads on Facebook that are precisely targeted to the exact type of person you are targeting. This makes Facebook a powerful option for both raising awareness of your brand and building your email list.
If you are looking for warm leads and have the budget for it, give Facebook ads a try. And check out this guide to running Facebook ads before you do!
One Last Word on Leads
While warm leads are the most valuable to your organization, it’s important not to neglect cold leads. Indeed, the majority of your buyers likely started out as cold leads.
It’s simply your job to build the relationship over time so that they eventually become warm leads. Hopefully these four ideas help!
Are you an enterprise, nonprofit or small business looking for help on your website? Give us a shout! We provide a free consultation. Email us at email@example.com or call us at (718) 855-1919!