As marketers we know generating leads is a big component indicating success. When it all comes down to it, the content we create is to grow an audience of potential customers. We love seeing the numbers of leads grow. We set goals and aim high. Bosses love seeing a 100x growth on lead count. And why wouldn’t they? More leads means more potential sales.
Or does it? Lead quantity is a valuable metric to track and work towards achieving, but it’s not the only measurement for lead analysis. Where lead quantity ensures you are gaining a reading audience, lead quality is ensuring those leads are potential customers. You want leads who have a high potential of buying from you. Flip the switch and change your marketing focus from high quantity to generating high quality leads. This will mean a shift from a wealth of dedicated readers to dedicated customers.