How do you know if your marketing campaigns are successful or not? You could be generating leads, but are they actually qualified? Not all leads are created equal. Lead conversion is the true test of success and the only way to prove if your prospects are legitimate.
If your business is turning over a lot of leads and barely any sales, read on to learn how to improve your numbers.
Improving Your Lead Conversion
Getting leads and driving people to your website is great, but if you aren't qualifying them for sales, then your efforts are wasted. There are several things you can do to improve your lead conversion. Let's take a look at some helpful tips.
Qualifying Information
Getting information from your leads is critical if you plan on doing any follow up or direct marketing to them. However, asking them to fill out a 2-page quiz about themselves might send them running in the other direction.
What information is most important to you and your business? Collecting their email and their name is the minimum. Perhaps you want to collect their job title, company, or industry. Try to capture the least amount of information, with the most amount of value.
Targeted Funnel Content Creation
Once you have collected qualifying information, you can begin to understand what is driving those leads to your website. If you decided to include industry, you can now send them targeted content relating to their industry.
The more you know about your audience, the more specific you can make your content. Targeted content will keep your leads hot, more interested and move towards greater lead conversion.
Scoring Systems for Your Leads
Along with collecting information and sending out targeted content, setting up a scoring system for your leads will help you move them down the funnel.
This scoring system will help you determine if this lead needs to be nurtured, pushed, followed up with or forgotten. There are many different scoring systems that companies use, but the most important is to make sure you know where they stand.
Do they have the budget for your product or service? Do they have the authority to make these decisions? Do they have a need or a want for your services? If you can answer no to any of these questions then this lead is not qualified. Lead conversion with this type of prospect may never happen.
Follow Up, Follow Up
If you have someone that has been downloading your brochures or white papers, or you've been speaking to for a while, following up with them is key.
Make sure you don't fall off their radar. Follow up with your leads in an appropriate timeframe. Don't overdo it with pushiness and be respectful of their decisions.
Close the Deal
Something most marketers don't think about is asking for the sale. If you have a lead that is moved far enough down the pipeline, you can often close the sale by simply asking for it.
Converting leads for your business doesn't have to be difficult. Put these tips into practice and you'll start seeing more leads in no time. Need help creating a marketing system that works? Learn more about our lead generation services!