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Therefore, you and your team have been generating leads and opportunities. Now what?
Even with the highly saturated market, lead generation is the easy part. People will always have an initial interest. People like to know things. They will give you their emails in exchange for this free guide or toolkit. This part is easy.
After the lead generation comes the trickiest part. How do these potential customers become? What is the magic ingredient for switching from contact generation to conversion? There is a proven process for this, and it is not really magical. All it takes is effective consistency. Here are six safe steps to turn your leads into customers:
1. Get to know your customers
Note that I have said effective consistency. “Know your customer” sounds basic, but you’ll be amazed at how even established companies can look for this intrinsic aspect of marketing. No matter how many times you send emails or direct messages, it will not be effective if you do not act with the correct information.
This is where the rating of potential customers comes into play. Learn the basics about your lead to find out if they’re qualified leads, ready for more attention (qualified leads, marketing), or for the question (qualified leads for sales).
This is the key to lead conversion: Know your target market and the exact behaviors that identify them at every stage of your marketing. Otherwise, you’re just throwing spaghetti at the wall, and with the opportunity to gather first-hand data at your fingertips these days, there’s no excuse for that.
To help you rank your leads, consider these questions:
Where do your leads come from?
Were you first contacted on social media or are they engaged with your emails?
What are your painful points? What is the problem that led them to search for answers on your website or content?
What bothers you about the service or product you offer?
What attracted you to your site or content in the first place?
What are the low and high intention behaviors for each stage of your marketing funnel? These are the signals that your team can use to drive your conversion lead.
What motivates them to say “yes” to your offer?
Related: How to create a lead magnet that attracts visitors and converts customers
2. Create your conversion path
Once you understand your contact base, create your conversion strategies to nurture and convert leads.
3. Build your reputation
Increase your influence by using as many media as possible:
These types of content are also key to the qualifying behaviors of your potential customers. If they look at your testimonials, it means they are interested. Relate and automate your nutrition content and triggers with the people and behaviors of your potential customers.
You have content that fits the needs of each person for your offer: why they want to buy, how they will apply or use your product or service, and what’s at stake if they don’t accept it.
You have follow-ups triggered by intentional behavior, such as looking at your pricing page, signing up for a demo, chatting, and more.
Related: 5 Key Tips to Improve Conversion Rates
4. Follow up quickly and consistently
This is where automation shines, because it means you reach that advantage in five minutes and you can immediately qualify them for marketing or sales.
5. Nourish with email and reorient with ads
Email, SMS or DM (if your leads are on social media) work great with personalization. Tell your leader by name. You know what they want. You can (and should) automate your messages based on the information you’ve gathered about them and the triggers for their behavior. Each message can deliver content that attracts the interest of your potential customer and leads them down the conversion path.
Emails also help you collect more data. What makes them open and click? You can then use this data to feed and reorient your potential customers. With ads, you can reclassify even those potential customers who have become cold.
All of the above are combined into one system that you can use for all potential customers: information gathering and grading, then education and follow-up. Once you and your team are armed with this workflow, you’ll see how much time it will save you while allowing you to take care of all your potential customers.
6. Facilitate subscription and purchases
Grab information or qualify as leaders elsewhere and minimize friction in actual enrollments and acceptances.
When you ask potential customers to provide you with their emails, DO NOT ask them questions, pause and think. It’s amazing how much of this happens. I’ve seen registration forms with lots of questions instead of a field. Your only task is to collect the email from your potential customer and send them what you promised in return. Minimize form fields. Go to logs and logs with a single click as much as possible. Simplify your purchase and payment process.
Try and experiment with your entire conversion path. Of course, it’s nice to automate your system, but your system is in place to save you and your sales and marketing teams time while effectively communicating with your potential customers. It’s not there, so you can set it up and forget about it.
It’s communication, and there’s always room to fine-tune and update your communication. Make sure you don’t miss out on timely and relevant messaging opportunities. Check if this or that works well. See if changing things could work even better.
So what is the infallible process of converting leads? It is easy. Take care of your potential customers from the beginning to the next additional resale and sales. Get to know them, nurture them, make it easy for them to say “yes” and communicate well.
Related: Turn a lead into a customer: A simple checklist