- By Camila Ante
What is the use of having many visits on your blog if the vast majority do not interact or make any conversion?
The answer is: it is useless. For visits to become conversions you need to attract more MQLs.
Don't you know what that is? Don't worry, in this post we will tell you what an MQL is, its importance in digital marketing strategies, how to generate and rate them and what are the criteria to define them.
What is an MQL?
It is the acronym for the concept of marketing qualified lead, which in Spanish means something like: potential customer qualified by the marketing team. As in marketing it is customary to use words in English, it is common for many terms to keep the initials of their original languages.
It is very interesting to recognize and work on them, because they want to know your company and evaluate the solution you propose. Which means that it is a potential customer who is already in the middle of the sales funnel - MOFU - (Middle of the Funnel).
Any company that takes seriously the possibilities that its website or blog gives it on the conversion and generation of leads, must learn to work with MQL effectively.
How is it different from a lead?
The lead is an essential figure in marketing, it is a visitor that we manage to attract and that we help him to perceive that he is ready to be led through the sales funnel. That is, it is located at the mouth of the funnel.
An MQL is an improved lead, which was educated and led by the marketing sector to the middle of the funnel and was thus in a better position to evaluate the product and, also, much closer to making the purchase.
The most interesting thing about MQLs is that if you have them well defined from the beginning, it may not be so difficult to find them. It is the power of segmentation as we will see below.
What is its importance in digital marketing strategies?
Attracting this type of leads, which are sensitive to your information, exponentially increases the number of sales. For that you must segment your audience very well by building a buyer persona, a semi-fictional character that represents your "ideal customer."
MQLs contribute to digital marketing strategies in some or all of the following points:
- They help increase the customer base;
- They lead clients who are in the consideration stage to the decision stage;
- They attract, nurture, educate and convert leads;
- They increase the traffic of leads in the sales funnel;
- Gain positioning, both organic and through promoted ads, with content aimed at the profile of your ideal client;
- Reflects and transmits in a real and genuine way your brand, the products you promote and the services you offer. As well as its benefits that generate solutions to the needs of your buyer persona.
Being at the midpoint of the funnel, its relevance is remarkable. Since if the objectives are achieved, the MQL will become SQL.
Criteria for defining an MQL
The criteria to define an MQL are the following:
- Read about your product / service;
- He is interested in knowing about your company;
- Browse your site, click on internal links, visit other blog posts;
- He is interested in the content;
- Visit the landing page to request information;
- Share their data with you;
- Establish personal contact with your company.
Conclution
As you will see, investing in lead qualification is a great strategy, since a visitor only looks for information and leaves. An MQL, on the other hand, is interested in establishing a connection with your organization and, generally, it is a loyal customer.
A good use of the resources mentioned above can be the difference between a company with a high conversion rate and an organization in crisis. That is why you must understand the importance of MQLs and establish strategies between departments to generate and nurture them.
Source: rockcontent
