There are pros and cons for various methods of generating leads – some are playing the numbers game, some are more about fewer, better quality leads. There are various considerations when it comes to the 2 approaches (volume vs quality) and ultimately it’s up to you to pick which is best for your business and circumstances. Be curious and trial options to discover what works.

A good example of where quantity is not always the best route is one of my client’s experiences with Facebook advertising.  When they trialled Facebook ads they were overwhelmed with a large volume of leads of poor quality (and I have previously had similar experience with Google Ads). Following my suggestions, they are now trying a more targeted method of ‘direct approach’ via LinkedIn where targeted individuals are being ‘shoulder tapped’ and the conversations are much better because of being more ideal prospects. Sometimes less is more!

To help you decide which approach is best for you and your business, here are five tips for effective marketing acquisition and customer conversion: 

1. Focus on high-quality leads

Sometimes when we think about generating leads, it’s tempting to go for volume, the more leads the better right? But focusing on high-quality leads is where the true value lies. Take time to understand your ideal customers, who they are and what challenges they face. By targeting the right audience, you’ll not only attract more relevant leads, but you’ll also increase the chances of customer acquisition (converting leads into loyal customers). Quality will usually beat quantity in the long run!  

2. Optimise lead generation strategies

Getting people to your website or collecting their contact details is one thing but lead generation is about nurturing people through the customer journey and getting them to convert into a customer. A solid strategy should include a mix of engaging content, personalised communications, and strategic follow-ups. You could consider using tools such as lead magnets (e.g. free webinars, free downloads or resources) that your target customers may find valuable. This grabs their attention and builds trust between them and your business early on. When you optimise these strategies, you’re not only bringing in leads but you’re building relationships that can turn into long-term customers. 

3. Prioritise relevance over volume

It can be exciting seeing a high number of leads, but if they aren’t relevant to your business, the chances that they’ll convert into customers is low. Prioritising relevance in your marketing acquisition strategy means that you’re targeting people who genuinely need or want your product or service. For example, a baker can market to everyone who likes food but if they targeted people who like bakery food then they are more likely to get paying customers, as not everyone enjoys bakery food! When you take this approach, it allows you to focus your resources on leads that have real interest, not only saving you time and effort but also improving your chances of converting potential customers into actual customers. 

4. Look after your leads

So now you have your leads, let’s look after them. Sometimes your leads need a little more time before converting in customers, don’t give up yet. Regular communication, personalised content, and engaging with your leads through email marketing, social media or retargeting ads can keep your brand in the front of their mind. If you offer value at each stage of their customer journey, you build trust and increase the chances of them becoming long-term returning customers. Don’t get discouraged if conversions aren’t instant, you must build relationships over time. 

5. Use insights and data to leverage your lead generation efforts

Data is powerful and will become your best friend when generating leads! The more insight you have on your leads, where they come from, what content they engage with and where they leave during the customer journey, the better you can adjust your strategy to boost conversions. Reporting on analytics that track lead sources, conversion rates and customer behaviour can help you fine-tune your lead generation efforts. 

These tips should help you find the balance between quality vs quantity and guide you on the best approach for effective marketing acquisition and customer conversion for your business (if we could decide for you, it would be quality over quantity!). 

Need further guidance on marketing acquisition, lead generation, customer acquisition or conversion for your business? Please get in touch. 

About Andie Johnson

Andie is the owner of Flex Marketing. Flex Marketing helps businesses grow by allowing them to have the help of senior marketing resource without needing to employ a full time marketing manager. How flexible! We call this outsourced marketing services, however, some refer to it as ‘fractional resourcing’. We help multiple businesses at the same time who can’t yet justify having a permanent senior marketing person, so we become their ‘fractional CMO or senior marketing manager’ for an agreed number of hours per month. Often we drive a particular project or help with a specific business need that may be temporary. Flex Marketing has been helping businesses in this way to grow their businesses since 2011 and is based in Auckland, New Zealand.