Lead generation needs to be the foremost concern of companies when it comes to marketing. Continuously finding new customers for your product or service is the only way your company will grow.
Most businesses are familiar with common methods of advertising and marketing. Email marketing, social media ads, high quality copy, social proof and a user-friendly website are all staples of a successful lead generation strategy. Attracting and retaining attention, as well as keeping in contact with leads, has never been easier. However, your company will also be vying with many other competitors who are doing the same thing.
68% of B2B businesses cited “increasing the quality of leads” as their top concern. The ultimate question is: what is the best way to take those qualified leads from your funnel and convert them into actual sales?
The true answer is that there are many ways. Truly understanding your customer segments is essential. There are tools nowadays designed to increase customer lifetime value with the use of customer analytics & segmentation. So is having the courage to try new and creative things to sell your product in a way that fits with your brand.
In this article, we will discuss some tips and tricks to convert leads into sales:
1 – Consider the Importance of Social Proof
In case you didn’t already know, social proof refers to the word-of-mouth regarding your brand. This can be achieved by ingraining your brand identity into people’s minds (think the Geico Gecko).
However, this level of advertising is usually not achievable for most companies. In an increasingly digital world, connecting with a lead is more likely to happen online. Yet users are very wary of social media ad scams and fake online businesses.
One way to establish social proof is in your emails as part of your outreach campaign. When reaching out to other clients and customers via email, the easiest way to build social proof instantly is to always add your credentials to the start of the email before diving into the heart of your message.
Another effective way of establishing social proof for your company is by encouraging reviews regarding your product or service. You can do this by asking existing customers to write reviews on popular channels such as Yelp, TripAdvisor or TrustPilot. You can pay influencers or bloggers to try your product or service for free and write about their experience. Or, you can run social media ads that interact with your audience and encourage them to add comments about their thoughts.
Great reviews are essential for your business, but no reviews are worse than bad reviews. A bad review might go into detail about problems with your product or service. These reviews don’t necessarily cause a reader not to go with your company. For example, a bad review stating that your company provided poor customer service might not be deemed relevant for a tech-friendly lead who believes that issue is unlikely for him.
No reviews, in the eyes of customers, means that your company isn’t established yet. Customers are also typically very wary of giving money to businesses that are not established yet.
If you are a new company, the best thing you can do is to encourage the creation of content regarding your service on different platforms. The more authentic, the better, and even if it does mean addressing some problems or issues with your service.
2 – Try Pay-Per-Click Social Media Ads
Social proofing your business in your marketing efforts is great, but in this day and age you will need to take steps to digitally transform your marketing efforts as well. With nearly 75% of all businesses actively involved in digital transforming their marketing campaigns, by failing to do yourself with your own business you will almost certainly run the risk of falling behind the current trend.
Pay-per-click ads are one of the most cost effective ways to digitally transform your business because if no one clicks your ad, you pay less money. However, it’s worth noting that you do run the risk of getting plenty of clicks but no sales and a large advertising bill.
Facebook, Bing and Google offer excellent PPC ad services and analytics. Google provides excellent analytics and a “quality score” for your ads. They also allow your company to bid for keywords, and your quality score will ensure that those keyboards display at optimal times.
Facebook provides more engaged users and easier-to-use analytics, which is one major benefit when it comes to advertising with them. Bing is the smallest of the three, although they still reach over a third of the US population.
The best way to determine how your ads perform is to rely on major social media analytics tools such as Keyhole or Hootsuite, which will monitor and measure your brand’s performance across different social media channels.
The ultimate goal of these ads is to direct users to your website, where they will make a purchase immediately. However, these ads can still be a gold mine for building a highly qualified email list. By encouraging users to enter their email to access your site, you can keep in contact with them and nurture the lead.
3 – Listen To Your Customers
If there’s any one thing you need to know about lead generation it’s this: listen to your customers, and don’t be afraid to switch courses.
Is your current ad campaign bringing plenty of leads, but they are all unqualified? Is your current ad campaign not bringing in enough leads? Try different approaches, and track their success through Google Analytics, Facebook analytics or via your own marketing software.
When leads respond to a certain type of ad, be sure to take note. Discover which ads resonate most with the prospects. Was it the image or message? Was it the timing? Was it the offer?
4 – Email Marketing is King
Last but certainly not least, email marketing is one of the most effective ways of reaching customers. In fact, studies show that email marketing is seven times more effective than Twitter, Facebook and LinkedIn combined.
Email may seem outdated, but if it works, why try to fix it? The key here is to cultivate a qualified list of people who would truly be interested in your product.
You can do this by providing free information or services to your leads in exchange for further information about themselves. An example of this would be sending an email to your leads from Massachusetts with a detailed article regarding the current MA regulations surrounding COVID-19, and how it may affect their business. You just provided the reader with value for free, which builds rapport with the lead and establishes credibility.
To further qualify leads, you may want to prompt readers to reach out to your company at the bottom of the article. You can do this by offering them further information or a free service in exchange for more information about why they are interested in your business. By placing this at the bottom of the article, you ensure that most people clicking on it have done more than just scanned the email. These people are more likely to be qualified leads.
The ultimate goal here is to organize your email list into categories. Rather than sending one blanket marketing email to all leads on your email list, try personalization. As you send out different offers, take note of the reader’s behavior through Google Analytics or a similar service.
In summary, it’s essential to monitor your sales funnel. There are always ways to improve and make the sales conversion process more efficient. As we have seen with the coronavirus pandemic, business landscapes can change rapidly. It’s important to focus on the digital aspects of connecting with your leads, and how you can keep them engaged remotely.
The most integral aspect of marketing is email marketing and creating a highly qualified email list. You can do this by providing customers free value or encouraging them to sign up to your newsletters via PPC ads.
Remember, attracting leads, qualifying leads and nurturing leads takes time. Nothing good comes easily, but if you understand your customer segment and engage them, you will be rewarded.