What Do “Quality Leads” Mean for Multi-Location Businesses?

Man drawing a group of small people toward him with money flying all around him to represent generating quality leads in business.

According to research, 53% of marketers reported spending at least half of their budget on lead generation. Meanwhile, only 34% allocated less than half of their budget to this important business task. Either way, it’s a large chunk of change to spend on one area of your business, so you’ll want to ensure you see a return on your investment. And how do you do this? By attracting quality leads interested in your offerings and ready to make a purchase.

In this article, you’ll discover what quality leads are and how to qualify them. Plus, you’ll get some helpful tips on generating leads who want to buy from your multi-location business. This way, you can feel confident knowing the time and money spent on lead generation is paying off.

Key Takeaways:
  • Quality leads are those interested in your product or service and are likely to make a purchase sometime soon.
  • Qualify each of your leads by making sure they align with your ideal buyer persona and further narrowing them down with the BANT framework.
  • As a multi-location business, create quality content for each location to attract new leads who are local to the area.

Graphic depicting the amount of money marketers will budget for lead generation.

Source: StartupBonsai

What Are Quality Leads?

When it comes to lead generation, quality is more important than quantity. Successfully generating 10 quality leads will be more rewarding than generating 50 leads who aren’t likely to convert into paying customers. But what exactly are quality leads so you can differentiate between the two?

Quality leads are those people who have shown a genuine interest in your product or service. There’s also a high likelihood that they’ll purchase your offering soon. Essentially, there’s a stronger probability that they’ll convert, which is exactly what you want. On the flip side, low-quality leads aren’t interested in your offerings and are unlikely to make a purchase. That can mean wasted time and money.

Graphic depicting the costs of generating bad leads in your business, including wasted time, resources, and opportunities.

Source: Data Axle

Now, the question is, how do you qualify your leads? First, leads will need to match up with your target audience profile. This profile includes their demographics, as well as their interests and needs.

From there, you can further qualify leads using something like the popular BANT framework:

  • Budget: Is the lead in question capable of buying your offering? Have they allocated enough money in their budget to prioritize this purchase, or will they have to pass?
  • Authority: Does the lead have the ability to make purchasing decisions, or will they need to refer to someone else for approval before moving forward? This question is more geared towards those in the B2B field where upper management will need to sign off on purchases.
  • Need: Is the lead in need of your product or service? Will it solve a problem or address a pain point they’ve been struggling with? 
  • Timeline: How quickly does the lead need to purchase an offering like yours? Is it a priority for them to purchase now, as opposed to at a later date?

You can also disqualify leads that aren’t the right fit for your business. For instance, if a person doesn’t align with the buyer persona you’ve crafted for the company, they can be disqualified. If you’re getting many low-quality leads, the video below offers some helpful advice.

Generating Quality Leads for Your Multi-Location Business

You can implement some smart tactics to generate quality leads to ensure you’re seeing maximum ROI on your lead generation efforts. Here are some ideas that will be worthwhile:

1. Create Optimized Content Catered to Each Location

There’s no denying that creating optimized content is a powerful way to get your business noticed. And one of the best ways to do that is through blogging. 92% of content marketers rely on blog posts as part of their overall marketing strategy. That’s because content created with your target customer and Google in mind can rank you at the top of the search engines. That’s crucial for driving more traffic and quality leads to your website.

 Graphic stating that 92% of content marketers use blog posts as part of their marketing strategy.

Source: Oberlo

You can take it a step further by creating content for each location your business has. Craft geo-specific content by optimizing elements such as your blog post titles, headings, and meta descriptions. Just make sure the content created for each location is unique and will interest those local to the area you’re targeting. For instance, you can highlight top products or in-store events.

2. Build a Social Media Presence for Individual Locations

Social media is a fantastic way to generate quality leads because it’s effective for getting your business noticed and for nurturing leads. The key to making it work is to choose the right platforms to invest your time and energy into. You want to make sure you’re focused on the platforms your target customer is actively using. From there, you can create social media strategies catered to each location while remaining aligned with your brand’s overall messaging and voice.

To do this, you need to start with getting to know your customers in each area where your business has a storefront. Understand what differentiates them from customers who are shopping at your other locations. Then, you can craft separate campaigns accordingly. You’ll want to consider cultural nuances in each location and even local events and celebrations to participate in.

3. Make Sure Your Business Is Listed on Top Directories

There are a plethora of online directories where you can list your business. Doing so will increase the odds of being discovered by someone who is looking for what you have to offer. Top directories include search engines like Google and Bing. They’ll allow you to display pertinent business information such as hours of operation, location, and contact information. Yelp is another good directory to consider. 

Furthermore, it would be wise to look into any local directories. For example, your state’s Chamber of Commerce may have a directory on its website that lists businesses in the area. You’ll want to have your business details included there as well. Although it may seem simple, being included in these directories can go a long way to boost visibility and attract quality leads.

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Start Generating More Quality Leads Today

Struggling to generate the right leads for your multi-location business? MXTR can help! Our team can assist with creating an effective lead generation strategy so you can effortlessly attract and nurture leads to increase your conversion rate.

Schedule a demo to learn how our team can help you get more quality leads for your business.

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