Although generating leads for small businesses can be very profitable, it is only possible if potential buyers are converted into customers. This is what will make any lead generation, direct mail efforts, or other marketing campaigns worth their salt. You can generate leads by conducting audience research and creating a plan to convert those leads into paying customers. This guide will help you to understand how to lead conversion into customers. We spoke to experts to discover actionable tips you can use to improve your small business’s lead generation strategy.
What is lead conversion?
Your business’s best weapon is learning the intricacies of lead conversion. If you know the basics and how it works, it will be easy to get started.
“Lead conversion” is a marketing process of engaging that converts prospect leads into paying customers.”Yes,” stated Juwairiya Kembo, digital public relation specialist at seoplus+.”This encourages customers to purchase products or services, and pushes them towards a buying decision.”
Your marketing and sales teams are key in this process because they must push potential customers toward sales opportunities. They want to establish a relationship with potential customers to help them move along their buyer journey. This makes it easier to convert leads and sell to them.
Lead conversion metrics
There is a variety of lead conversion metrics that you can use to analyze and measure your sales and marketing reach and increase customer engagement with your marketing materials. These are a few things you should keep track of.
The number of people who interact with landing pages on your website is called a lead conversion rate. This is a great way of measuring how many customers you are gaining. Sid Berry, founder, and CEO of 71Three says that this metric can be used to answer questions such as:
- What was your ability to keep their attention?
- What actions did they take?
It can also be used to calculate the cost per conversion. This shows how much it costs to gain a customer that will then become a buyer.
Also read: 10 Sales Promotion Ideas to Boost Your Sales
Lead generation metrics determine where your consumer traffic comes from. This is a great way for your company to determine where its marketing dollars should go. You can also answer questions such as:
- From where are they coming?
- From where did they hear about yours?
These metrics are a great way to get insight into your lead nurturing and learn more about your buyer persona. It also helps you move customers through your sales pipeline.
1. Offer a freebie or discount
It doesn’t matter if there are any conditions attached, getting something free is always a good feeling. Giveaways can be a great way to get people to become interested in your business and make them want to buy.
You don’t need to give away anything extravagant or costly, but the item should be a reminder of your business. According to Dan Ariely of Duke University’s behavioral economist, freebies and samples are effective because they “give you a specific desire for something.” I would give you a little bit of chocolate. It would instantly remind you of the taste of chocolate, and increase your desire for it.”
Ronald D’Souza is a content marketer with angeljackets.com. He said that giveaways can help businesses determine what customers are most interested in. This information will allow you to personalize your future communications and offers to convert more leads.
D’Souza stated, “Personalize your email so that it appears as if the discount only exists for them.” You can achieve this by creating a unique coupon code for your email subscribers.
2. Research your audience
Information is the key. Knowing what your customers want is key to success and how people like to interact with companies can be a powerful tool for lead conversion.
Pedro Campos, the founder of PedroConverts, stated that both generating and converting leads is dependent on similar “core fundamentals.” “I often see entrepreneurs who have difficulty converting strangers into leads or leads into customers. It all boils down to the quality and value of their offerings,” he stated. “If you make a poor offer, it means that you don’t really know your ideal customer.”
What is the solution? Research your target market and get to know them. Once you have all the necessary data, you can create offers to entice them into making a purchase.
Campos stated, “Remember that nobody has ever been successful in selling something people don’t want.”
3. Always follow up
Although it may seem obvious, following up with potential clients is vital. A simple email or phone call asking prospects questions can often help to kickstart a sale.
One follow-up is unlikely to be enough. Propeller found that 44% of salespeople quit after just one follow-up, while 80% require five.
Hima Pujara of Signity Solutions stated that “Follow up is the best way for your prospects to feel important.” Regular emails about your service will create a brand impression and they will remember you later when they need the product.
Anthony Martin, owner, and CEO of Choice Mutual says that if you call your leads to follow up, but they aren’t picking up the telephone, Anthony Martin often finds people picking up the line after a 15-minute gap.
“Lots and lots of people won’t answer phones they don’t know.” He said that they will suspect you are calling for an important reason if they call you back again. “You’d be surprised at the frequency with which people respond to your calls 15 minutes later.
4. Use calls to action
Sometimes all that is needed to get people to take action is a gentle push in the right direction. Potential clients will respond positively to a call to action in your marketing materials.
Thomas Griffin, the co-founder of OptinMonster, warned that there was no clear call to action earlier in the year. Visitors to your website are often confused and unsure of the next steps. No matter what your ultimate goal Interesting calls to action that make use of certain phrases or verbs can have a higher conversion rate.
“We don’t just place verbs like ‘Download now, “Act now or get free – that sounds like an order,” John Breese, CEO, and founder of HappySleepyHead said. “We use a combination of idioms as well as call-to-action verbs. For example, ‘First comes, first served, ‘Contact us today, or ‘Buy It Off The Shelf’. This combination is used on every page of this site.”
5. Optimize your web experience
You should pay attention to much more than the content of your website. Calls to action, keywords, and SEO often lead leads to a sale. It is essential that your website has good keywords. David Reischer, CEO of LegalAdvice.com, said that knowing your most powerful keywords can make clustering your point-per-click campaigns easier and help you manage your Google Analytics score.
He said that keywords should be chosen for each ad group based on a specific category. This allows the campaign to be more easily monitored. We carefully monitor every campaign and modify or eliminate keywords that don’t convert.
You should also keep your website’s bounce rates (how many people leave your site after viewing one page), session duration, and average pages viewed. Your website’s bounce rate (how many people leave your site after only one page), session duration, and the average number of pages visited are all factors that will influence whether a visitor makes a purchase.
Earl White, cofounder and online marketing manager at House Heroes, stated that organic traffic is strongly influenced by the user experience.
White recommends directing both organic and paid traffic to different landing pages if you are using paid traffic to generate leads for your website. You can optimize SEO pages and pay-per-click pages, without each page being in competition.
6. Utilize social media
No matter how proud you may be of your website, it is not the only thing that matters. Customers from all walks of the business world use social media to keep up to date with current trends and get news.
Iryna Shevchenko is a Facebook Groups expert and said that creating a social element to your business can help turn leads into customers. “I encourage my leads to join my private Facebook Group where I share high-value information and offer deals to selected members. I use it to get immediate feedback from customers, which helps me to better serve them. It also converts sales much more efficiently when they have the chance to buy. After a lead has converted, they often share their positive experience with the group, encouraging others to do so.
It is important to think about which social media platforms are best suited for your business. If you sell boutique stationery, Instagram could be a great way to convert customers.
Logan Allec, CPA and owner of Money Done Right, said that you don’t need to market on every platform. He suggested that it is better to choose a few channels that your audience uses. Building buyer personas is the best way to achieve this. You should identify their age, gender, preferred content, and networks they use the most.
7. CRM is a great option
Many businesses find that customer relationship management tools can help them turn leads into customers. Automating your email and text communications can speed up the conversion process.
Martin stated that people respond to text messages, phone calls, and emails. Martin said that contacting prospects via all three media gives you the best chance of getting them to respond. Because your employees won’t always follow through, it is impossible to do everything manually. They are human.
Although setting up logic in A CRM platform automation platform can make it easier to reach potential customers for sales, Joe Goldstein (director of SEO and operations at Contractor Calls) cautioned that automation could work against you.
He said that marketing automation is one of his favorite ways to increase lead conversion. “It should be stopped as soon as the prospect asks for a consultation.” We can connect with leads more personally, qualify leads quicker, convert them more often and keep them for longer periods of time by removing most forms of marketing automation from the mid-and lower funnels.
8. Consider the buying funnel
A sales funnel is a marketing model that depicts the customer’s journey from learning about your brand to purchasing. Megan Meade is a Prospect Path marketing specialist who recommends learning this sales process to convert leads into revenue.
She said, “Recognize the stage of your prospect’s buying journey and then adapt your interactions to achieve the conversion.” Converting leads is about not only recognizing when they are ready to buy, but also reaching out at the right time to close.
Meade said that the middle of the funnel is where prospects are most likely to be considering your company and more interested in making a purchase. This is the best place for sales reps from your company to focus their efforts.
She said that by addressing this issue, “you can see stronger intent, purchasing signals, and will help you decide the best approach to the prospect without wasting your time with people who aren’t ready to buy.” A solid middle-of-funnel strategy increases conversion because leads are nurtured throughout the buying process and provided with useful and relevant content.
9. Be Flexibility
What works to convert leads in your company may not work for other businesses. You may need to reconsider your approach if you feel confident about launching a lead conversion campaign but it fails to deliver the results you want.
Dwayne “The Rock” Johnson is the best online lead generation advice that I have ever heard,” Dan Grech, founder of BizHack and the chief instructor said. “He was a WWF wrestler, and one of his trademark phrases was, “It doesn’t matter what your thoughts are!” This is great marketing advice. You can spend a lot of time trying to perfect your digital marketing campaign, but once it’s in front of an audience it can still fail.
Grech stated that even though you may believe you have a great plan, it doesn’t really matter if your audience doesn’t respond.
He said, “It’s better to try something that makes you a little squeamish to see if it sticks.” “Test and Learn, but don’t let perfection be an enemy of the good.