Sometimes we need a reminder to keep our eyes on the prize. We often see a business put tremendous—and effective—effort into generating leads, and then fail to follow through to maximize conversions. Remember that leads are just a means to an end, and the end is making a sale AND retaining a loyal repeat customer. Here are some reminders to help convert prospects, turn those leads into customers and increase your business.
1. Identify Their Pain Points
Knowing your customers’ pain points is key to effective marketing. Survey your sales, tech, and customer service teams to understand in detail what problems your business solves. Gather customer testimonials and solicit feedback. Check out what your competition has identified as customer pain points. Use this information to inform all of your marketing efforts.
2. Build a Strong FAQ Page
Once you understand customer/prospect pain points, you can craft your FAQ page to satisfy their questions and doubts.
3. Target Pain Points with Content Marketing
Keep those pain points in mind when creating blog posts and social media. Not only should you highlight the ways in which your company can help them directly, you should also identify ways to help them in a broader sense. For example, if you offer a point-of-sale loyalty program to retailers, you can earn their attention and respect by sharing general content which would be useful to retailers. This might be original information on your blog, website or newsletter, or it might simply be sharing articles and other resources.
4. Stay In Touch Via Automated Email
Take advantage of the features offered by your CRM and reach out to your leads. Remember, they connected with you because they were interested in your service or product, and they were probably engaging in some comparison shopping. You’ve got to circle around and reconnect periodically, because that’s what your competition is probably doing. Engage in digital, automated marketing—highlight your satisfied clients, your edge over the competition, and your segmented attention to their needs.
5. Set Deadlines For Your Leads
Set up an automated message for unresponsive leads. Contact them with a message along the lines of
“We haven’t heard from you in 30/60/90 days. We wish you the best in your endeavors and we’re removing you from our regular correspondence list. Please reach out any time if you have questions.”
This will help you shed dead wood from your list, which is ultimately a good thing for your sales team. It may also provoke them to ask you the lingering questions they’ve had on the back burner and return to the conversion cycle.
6. Follow Up
It sounds like a no-brainer, but you’d be surprised at how often businesses fumble at this last, key step. You’ll want to rely on both automated and individualized efforts, and you should experiment with different channels to learn what converts best. When you follow up with a customer, you can try a variety of starting points. Consider:
- Asking directly for the sale
- Inviting questions
- Asking a question
- Offering a limited time incentive
- Requesting they verify their data
- Asking what communication channel they prefer.
7. Be Proactive in Seeking Conversions
Remember, your leads are as busy as you are! For the most part, they won’t automatically convert simply from being sent through your conversion funnel. Give them a helpful, friendly nudge and you’ll definitely see a difference in your conversion rates.
At Wild Fig Marketing, we’re committed to helping businesses grow. For the next few months we’ll be highlighting each step in the customer journey – attract, convert, deliver, nurture and refer.
This post is focused on the conversion stage and different ways and strategies for converting those leads! Click below for recent articles on how you can convert leads through your website, landing pages, email marketing, blogging and more! Learn More >>