In our introductory chapter of this guide, we delved into everything you need to know about leads. These are would-be customers that have not yet made the jump to buying your products or services.
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They could be on the fence for a slew of reasons. Money is often on the top of the heap, as the lead wants to make sure they’re going to get a good value for what they spend. They also want to be sure your product/service is going to solve their specific problem(s).They could be on the fence for a slew of reasons. Money is often on the top of the heap, as the lead wants to make sure they’re going to get a good value for what they spend. They also want to be sure your product/service is going to solve their specific problem(s).
By identifying those problems, segmenting leads, and sending them targeted content to nurture them, you could convert leads into customers. Your job isn’t done yet, though.
Ideally, your company wants to have a steady influx of leads. This is because not every lead you get is going to work out, as we mentioned in Chapter 1. Try as you may, your conversion rate will never be 100 percent. No company’s is. That’s okay. If you’re pulling in new leads and converting most of them, you’re doing fine.
How do you find this steady influx of leads? It’s through a process known as lead generation.
The lead gen tactics that work for your company now may not always. That’s due to the changing landscape of marketing and technology. According to Neil Patel, today, email marketing is the top online lead gen tactic.
If you’ve yet to implement a lead gen strategy, then unsurprisingly, you may run into some hurdles. You’re far from alone. B2B marketing agency Bop Design surveyed businesses in the second quarter of 2018. In that survey, Bop asked these companies what their most significant lead gen challenges were. Here are the findings.
More than half of the respondents said they didn’t have enough time for lead generation. Sound familiar? It may if you’re running your own company. Another significant portion said they have either an undefined sales process or a poor sales process. Yet another decent chunk of respondents admitted to not having quality leads (more on these later in the guide).
Other reasons worth mentioning were keeping up with growing technology, ROI calculation difficulties, and a poor website design.
If any of these problems are also your own, you might do a fervent online search for whichever lead gen strategies you can find. Unfortunately, not all tactics will deliver the results your company needs.
You need to focus on the most effective lead generation strategies to see more leads, conversions, and a higher ROI. How? Here are some strategies you can employ today.
If you refer back to the chart from Bop Design, you’ll see that some marketers still use cold calling as a lead gen tactic. It’s a pretty significant number, too, almost 50 percent. We also talked about cold calling in Chapter 1.
Is cold calling dead then or is there still some merit to it? It’s the latter. That said, cold calling can’t be the only lead gen method you use. If you can, it’s better to warm call. This is when you send an initial email to a lead and then reach out via phone. In this scenario, the lead is already at least somewhat familiar with you and what you do. That might make them more receptive to picking up the phone and chatting with you about your products/services.
Now that you followed the tips above to improve the design of your website, you have to make sure you have killer landing pages to match. Whether you use a template or you create your landing pages from scratch, these are a major conversion tool.
For each product or service you offer, you must have a separate landing page. A lead may be redirected to your landing page by clicking on an advertisement or a social media link. We wrote a great guide on landing pages several months back that’s worth checking out in-depth. In it, we go over landing page types, templates, and best practices.
One thing we do want to mention about your landing pages is that it’s important for them to have lead capture forms of some sort. Whether these are opt-in forms or call to action buttons, you’re trying to gather the lead’s contact information. This allows you to get the ball rolling, sending welcome emails and beginning the nurturing process that should lead to a conversion.
As a business, you’re always chasing the bottom line. To boost your ROI, the most important thing is to generate new leads. This way, not only will you have the revenue from your current customers, but from a continuous stream of new ones as well.