Imagine having a working lead generation strategy, many website visits, and increased filled-out forms but stalled conversions. It would mean your entire marketing plan needs to be revised.
You’ll need to use metrics, such as conversion rate, click-through rate, time to conversion, etc., to determine whether your plan works.
Conversion rate is the percentage of website visitors who act to accomplish the desired goal for the web page. These actions may include asset downloading, membership subscriptions, email newsletter signups, video plays, event registration, and purchases.
If the number of people engaging in these acts increases, your lead generation is working well.
Building an Effective Lead Conversion Process
Lead conversion processes are activities that transform visitors of a web page into active participants. The participation of these visitors could differ depending on the intention of the page.
Success in getting high conversion rates for your leads requires practical strategies. Here are ways to build an effective lead conversion process.
Use Preferred Communication Channels for Your Target Customers
Communication is an essential part of your lead generation success. You want to use a mode of communication that gets information to your audience directly. Different people have diversity in their preferred information access methods, which may be due to their age, customer behavior, etc.
If your customer base comprises corporations, you may prefer email communication instead of social media posts.
Nonetheless, whatever means you choose, you’ll require contact information for these customers or their social media accounts. You can access such information on ZoomInfo, Swordfish AI, Leadar, D&B Hoovers, or Getprospect.
Generate Quality Content
Excellence in content quality has a bearing on your target audience’s reactions. Providing your readers or viewers with rich information about your brand increases their chances of taking action. Be informative and catchy on your website, ebooks, videos, social media, and blogs.
The information you provide through these channels must also be qualified. Being factual builds your target audiences’ confidence and trust in you.
A few traits to consider for quality content are:
- Readability: It should be easy to read. Use the correct font and size of your letters.
- Authoritativeness: Your language indicates awareness of your field. Avoid guesswork!
- Length: It should be too long or too short. Cover what’s essential, and avoid fluffs and filler sentences.
- Formatting: Structuring your content makes picking up points or taking action easy.
- Visual Appeal: Your content’s first impression should be excellent. Again, the content must maintain user interest.
- Spelling & Grammar: Avoid grammatical and spelling mistakes. They portray you as being unprepared.
- Overall “Value”: Specially mention your brand to instigate an action.
Create an Effective SEO Strategy
Visibility on the internet increases leads to your online operations beyond your imagination. Ranking high on search engines such as Google Search makes it easier for potential clients to access you.
An effective SEO marketing strategy can drive many visitors to your site or platform. The conversion rate increases with the number of visits.
Enhancing your SEO strategy should focus on the URL page, header, title page, content, and interlinks. Ensure the sites you link with are high-value and have huge visits from your target group. You can decide to do the search engine optimization or hire a professional.
Build an Appealing Landing Page
Landing pages are also called lead capture pages and with good reason. A landing page is customized for a specific campaign or to guide visitors toward an action. For maximum gain, the design of this page must be simple and attractive to the visitors.
Videos, images, and call-to-action buttons must be strategically positioned and easily noticeable. Again, the provided links must be placed visible and should be active. The design of the landing page must be enhanced for use on desktops, laptops, tablets, and smartphones.
Segregate Your Leads
Being online may generate many leads, but not all may be useful to your cause. The aim is to have visitors take action. Achieving that necessitates filtering all the leads that seem helpful to your objective and discarding the rest. However, you must be intentional and keen to keep potential customers.
Follow Up with Your Leads
Converting generated leads will require you to go the extra mile and do a follow-up. People rarely act on the first email, for example, despite the possible high open rates. To force them into action, send follow-up emails, calls, etc.
However, avoid sending the emails one after the other or appearing as being too passive-aggressive. You want your potential clients to take action wilfully and not feel nagged by your aggressiveness.
Have a Working CRM System
Your customer relations pushes your clients’ decision to action. Effective Customer Relationship Management (CRM) system helps build consumer confidence in your brand.
Besides, a good CRM makes monitoring and allocating leads to specific managers specialized for an exact customer base possible. It’s also easier to apportion resources to clients when you have an effective CRM system.
Positive customer reviews are an excellent way to increase your lead conversion rate. About 72% of people online act on a lead with positive reviews. Positive testimonials build trust in the brand. Adding product or service reviews and feedback on a landing page or a follow-up email will have a bearing on convincing new customers to take action.
You can also ask your happy customers to record videos and post them on your social media sites, website, blog, follow-up emails, etc. However, avoid posting fake testimonials, especially for the videos. It could do more harm than good if a potential client notices something fishy.
Establish Communication After Conversion
Look at your leads as a fresh commodity you don’t want to lose. It’s your role to nurture them with humility and without delays. Slowing down for a few days can cause disinterest in your brand, forcing them to move on to your competitors.
Besides, enquire more about their expectations of the brand now that they have taken the first action. Remember, these are the same people who give you testimonials.
Converting leads to loyal customers comes with the commitment to promote and support throughout the sales journey.
You must keep track of the conversion rates and know which lead conversion techniques work best for different categories. However, be patient and persistent! Lead conversion takes time to actualize fully.