It’s very tempting to consider lead quality in terms of numbers rather than their potential. This is especially true when it comes to B2B marketing. A lot of people are happy to see they have a lot of visitors to their website or followers on social media but that’s not really what it’s about. It’s great that people like your business but that’s not what pays the bills.
What matters is not how many leads you have, but whether or not you’re able to convert those leads into clients.
It doesn’t matter what kind of business you’re running, the goal should never be to get as many contacts as possible. You can have the longest email list of all of your competitors but that doesn’t mean anything if they’re not buying what you’re selling.
Lead generation is not the same as conversion.
Unfortunately, a lot of agencies across every industry lose business because they don’t know how to turn leads into sales. Think about how many leads you have and how much better your business would be doing if you could convert more of them into sales. What if more of those people reaching out to you actually ended up giving you their business?
When you figure out how to get a higher lead conversion rate, any business becomes more successful. Lead generation matters to a certain extent but conversion rate optimization is essential.
Strategies for Converting Leads to Sales
There are some easy things you can do to increase the odds of turning leads into sales. Here are five of the most effective lead conversion tactics to boost your business and prevent quality leads from becoming lost opportunities.
1. Know Your Target Market
It’s always important to clearly define your market but never has it been more so than today. Social media has changed the game when it comes to targeting but you have to understand your market before you can find them online.
To convert leads, you need to know what makes them tick.
Do your research. Figure out who your target customer is and try to work out how they behave. Demographics, like age, gender, and education are good places to start because they can give you a general overview of your target audience.
If you’re able to categorize leads, you’ll be able to figure out how to appeal to them and what type of marketing to use. Too many agencies fail here because they try to be everything to everyone. The key is to niche down and serve a very defined audience. By predicting behavior and investment habits, you can figure out when and how to reach out with different offers to entice them to buy.
2. Use The Communication Channels Your Target Market Prefers
If you’re wondering why social media keeps coming up, it’s because it is becoming increasingly more important in marketing and is only going to become more so. Things have changed. There was a time when direct mailers, TV commercials, and newspaper ads with a catchy slogan in a nice font were the primary ways to reach out to potential customers. Those days are gone.
Without social media, most businesses will have a hard time converting leads. Most people are online and use social media multiple times a day. Every business needs a strong online presence. This is even more so if you’re working to reach a younger audience who are heavy online users and prefer digital channels vs offline channels such as the phone.
That said, maintaining ongoing interaction with your target audience is important, too. Just make sure you use the channels they are most comfortable with to help them feel more connected.
Knowing your target market is one thing; knowing where they are and how they can be reached is another. Some people like to be contacted via email because they can come back to it when they have time and really read the fine print. Younger audiences tend to prefer reaching out on social media and put a lot of value in how well they feel connected to the brand. To capitalize on this, post relevant content often across all social media platforms and reply, live chat, and interact with the leads who are engaging on those platforms.
3. Ensure the Data You Receive is Accurate
Any information you receive from a lead has to be accurate. If it’s not, it’s useless. Incorrect contact information spoils a lead’s potential immediately. You cannot follow up with someone if their email address isn’t spelled right.
There’s an easy solution to these lost opportunities - verify everything! Do not be afraid to ask a lead to repeat an email address or phone number or repeat it back to them yourself for verification. It’s better to be safe than to risk losing the lead. Collect multiple pieces of contact information when you can so, even if you do make a mistake, you can still get in touch.
4. Use Positive Feedback to Your Advantage
Do not be afraid to toot your own horn. Proudly display positive feedback and testimonials on your website and social media profiles. Let your satisfied customers tell leads why they love your business.
Both leads and your wider target audience should be able to see positive reviews on your website to build trust with your brand. If a lead gets an initial good impression of your company, they are more likely to want to do business with you.
Good practice is to encourage customers who have had positive experiences to leave a review. Leads see right away that your customers are happy without you having to tell them.
5. Make Sure Your Website Clear and Convincing
Websites are so important. Presentation matters, people who found your site are not going to stick around for content if it’s unreadable or hard to find.
To give leads a good impression of your company, your website should be appealing and easy to navigate, starting with the landing page. Visitors should get an overall view of what your company has to offer them and what sets you apart from the competition.
Anyone interested in doing business with you will visit your website at some point and having a clean, professional, and readable website is key to lead conversion. Focus on having a good conversion path on your landing page. Call-to-actions, appropriate content, and easily located contact information all create a positive impression of your brand and help with lead conversion.
Put yourself in the shoes of your leads. Does the website look professional? Is it easy for them to find what they’re looking for? Is it readable on mobile devices? If not, make changes. It’s worth investing time and money into creating an effective website to increase the odds of conversion.