Launching a successful marketing strategy for any business or brand is not always straightforward, especially without understanding your target audience and your goals for your company’s online presence. To succeed in even the most competitive markets, understanding how to increase MQLs for B2B websites and then score the leads effectively is necessary.
What is an MQL?
An MQL, also known as a Marketing Qualified Lead, is a lead that is generated based on other marketing campaign elements or tools you are using to generate leads and sales. For example, an MQL may be actively engaged with a website’s downloads and promotions but may not be ready to complete a deal or purchase. Identifying MQLs for your business can significantly help segment your audiences for future marketing strategies and digital campaigns.
10 Tips for Getting More MQL
Increasing the number of marketing qualified leads, or MQL, you receive on your website, and any B2B website is not always a simple process. However, to succeed in your pursuit of increasing MQL, there are a few tips and tricks to remember throughout your journey.
1. Define MQL Criteria for Your Website and Business
Before you can increase MQL or other leads on your B2B website, you must first define the criteria for MQL. Not all marketing strategies will use the same MQL criteria when developing campaigns and promoting content, services, or products to specific audiences. Define which criteria you will use to target and increase MQL.
2. Segment Your Leads
Segmenting your leads is also highly advisable, even if you start a business for the first time. Segmenting and organizing leads you generate is highly recommended based on the platform(s), and method(s) used. Segment tips based on where you received contact information, what steps were required to obtain the user’s data, and which platforms were used to submit their user information to you and your business.
3. Create Funnel-Based Content and Campaigns
Create funnel-based content and campaigns to target specific segmented audiences you intend to reach. After you segment your leads, craft unique and segment-specific content most likely to resonate with the MQL you are targeting and want to increase.
4. Provide Valuable Content
Spend time crafting and cultivating your content marketing strategy. Content marketing via email, a blog, or social media is one of the best ways to establish and build a brand’s online presence today. Providing valuable content to your users and current followers can help drastically increase MQL.
5. Get Personal With Your Segmented Audiences
The more personal you can get with your segmented and optimized audiences, the easier it becomes to generate leads, sales, and revenue. Use content and email marketing to learn more about your current audience while also increasing MQL and the online engagement you receive overall.
6. Identify Pain Points
Use your online marketing strategy to help identify potential pain points your users and prospective customers may have. Identifying pain points can garner new users’ interest and help build trust and loyalty among those genuinely interested in your business and brand.
7. Work Towards Solving a Problem for Your Readers/Customers/Clients
Always work towards solving a problem for your readers and online customers or clients. Problem-solving is the cornerstone of any truly successful entrepreneur. When working towards solving a problem, increase MQL, and keep those interested in your business coming back for more in the future.
8. Provide Users With Actionable Steps They Can Take
Sometimes, a bit of direction is required to increase MQL. Provide your users, online readers, or followers with actionable steps based on the content or advertisement they see or are shown. Use actionable steps and directions to guide prospective customers to your website, blog, or even your eCommerce store, where you can request their email addresses or motivate them to complete their purchase immediately.
9. Use Visual, Audio, and Video Media Whenever Possible
If you want your company to stand out with the online marketing strategy, you launch and use visual, audio, and video media elements whenever possible. Increasing MQL is much easier with a brand that is not only high-quality but also visually and aesthetically pleasing.
Visual and video elements go a long way when branding and building a business and its image. Using the correct graphic details can help attract new prospective customers while also allowing you to spread brand awareness. However, as with any online presence or brand, you only have one opportunity to make a lasting and positive first impression, which is why using other media elements can come in handy as you establish yourself as professional, trustworthy, and authoritative.
10. Showcase Testimonials and Glowing Reviews
One way to solidify your company’s place in your preferred market or niche is to showcase customer reviews and client testimonials within your campaigns and on your official website. Glowing reviews from satisfied customers and verified testimonials are optimal for anyone new to the business realm or starting an online presence for the first time.
With reviews and testimonials, showcase the level of customer service you provide while also helping showcase the type of products or services you have to offer. Use a specific section on your website or blog to highlight the best reviews and testimonials you have received from customers. Highlighting and promoting testimonials and reviews from your previous customers is one of the best ways to build up a brand, even if you are new to an industry or highly competitive market.
Understanding what an MQL can help you better optimize future online campaigns you launch on any platform or with any tool you have in mind. Whether you intend to use social media, content, email, or even PPC (pay-per-click) marketing, identifying and increasing your MQLs can help you reach even greater success in your preferred market/or industry.