What to do with irrelevant leads

When using non-standard traffic sources, the risk of receiving irrelevant leads increases, that’s a fact.

How to minimize it?

1. Conduct continuous audit of sites audit directors auditors email lists to select relevant ones, and in case of a miss, accurately determine the source of irrelevant leads. As practice shows, approximately 20% of non-targeted leads is a completely acceptable value.
2. Collect a list of reasons for receiving such leads to understand how they come to you. Perhaps an error was made in choosing a category or setting up targeting conditions.
3. Eliminate the causes found.

If the settings are optimized well, but the problem of receiving such leads remains, it is worth taking measures to filter them out :

• specify special conditions for work in the text of the ads and the company description. For example, restrictions on delivery from 20 tons, interaction only with legal entities, etc.;
• set up a quiz or feedback form email is an important digital communication with a choice of roles, if the site has such an option. This will allow you to filter out non-targeted requests at the stage of collecting contacts;
• use a chatbot, which is effectively presented on the same Avito. We at Kompleto are also developing individual chatbots so that you can maintain a dialogue without waiting for a manager.

Image from the author’s archive

How else to handle irrelevant leads:

• add to the warm-up chain if they can potentially become targets. For example, if you work with companies that have 5 or more retail outlets, but the customer currently only has 2, you can add them to the mailing list and wait for them to scale up;
• send a follow-up email. You should never ignore the client.

Image from the author’s archive

The main thing is testing and analytics

Using non-standard channels requires a comprehensive executive list approach that starts and ends with analytics:

• non-standard traffic channels allow you to reach a larger share of your target audience and make more contacts with them, and be more visible;
• specific platforms for promotion are determined by the purpose of digital marketing and the business area. There is no universal list of platforms for everyone, select individually and test;
• When working with non-standard channels, it is necessary to conduct continuous audits and implement tools to automate processes so that the channels contribute to the growth of our business, and not just waste time.

We wish you successful promotion!

Our specialists are always ready to tell you which platforms are suitable for your niche and achieving your business goals, and to suggest what to focus on when placing your ads.