Published on October 1st, 2021
The art of converting leads into customers is commonly associated with entrepreneurship. How can you maximize your opportunity?
Your first step is defining the steps that lead to the final purchase, then deciding how to optimize this process. There are certain must-do methods, but it’s up to you to decide which are most important.
When it comes to lead conversion, brands have different concerns depending on their stage in their lifecycle. With each stage come different obstacles, but there are some general rules no matter the status of your business.
Know Your Target Audience
The first step is to identify where your target audience is spending their time. This could be a website, a directory, a piece of property or even an event.
The point is that you need to know where you’re going to find the customers you want to do business with. Understanding your target audience will help you understand what they want and how they want to receive it.
By this point, you should know whether you’re going to be speaking with people interested in a product or a service or whether you need to position yourself as a brand that meets a specific need.
Set A Measurable Metric For Success
In a lead generation campaign, establishing a metric for success is critical. Consider the goal of the campaign and what you need to achieve from it. Are you trying to secure more leads?
Are you striving for more leads from a specific demographic? What is the one thing that matters most? Once you have your goal in mind, use it as your guide to craft messaging and execute the campaign.
For example, if securing more leads from a specific demographic is your goal, then ensure that your messaging is consistent with that goal.
Let’s say that your current campaign is for an E-learning platform that helps businesses develop a better understanding of their employees.
You might craft messaging that focuses on the employee experience, which will help you secure more leads from businesses looking to invest in their people.
Know What Channels To Use And Which Ones To Ignore
As marketers, it’s in our DNA to always look for the next big way to generate more leads. And there are so many channels out there that it’s easy to get lost in the noise.
Channel optimization is one of the most coveted skills in marketing today. As data becomes more accessible, brands can make smarter decisions about allocating their budgets across channels.
This means they can avoid the pitfalls of putting budgets behind simply underperforming channels and instead will know which channels to prioritize, like email, paid ads, and SEO. But it also means they’ll know where to cut back, like organic or social.
Undoubtedly, this is a huge advantage; however, there are some caveats that brands need to be aware of when putting together their channel optimization strategy. The channels you choose to optimize will depend on your end goals (i.e., driving traffic to your site, driving sales at checkout, etc.
Prioritize Your Work Based On Impact And Not Popularity Or Ego
“How do I convert more leads into customers?” That’s what we’re asked over and over again. And yet, every company has a different way of handling this. The fact is, there’s no one-size-fits-all approach to generating leads.
The only real solution is prioritizing the work that impacts the bottom line based on what works for your company and your budget.
The best marketers and salespeople know this, and they know that by starting with the desired outcome — the customer — you’ll ultimately get better results.
The secret to lead Generation is knowing how to align your efforts with what will bring you closer to that desired outcome. You need to understand the value of every lead and prioritize accordingly.
Constantly Test And Optimize
Have you ever wondered what it takes to generate more leads? At MECLABS Institute, we make sure to stay on top of our lead generation efforts at all times. But the truth is, there may never be a formula for success across the board.
What works for one business might not work for another. If you’re looking at landing pages, start A/B testing. If you can test any specific things on your landing page, don’t be afraid to try them out.
One area that is often overlooked is the headline. Many B2B companies write headlines that are way too long, with no clear message.
Once you have an optimized landing page, let’s talk about your lead gen funnel. What percentage of your website do visitors convert into leads?
You may even want to put a small conversion box on your website. By doing this tracking, you can see your conversion rates within certain sections of your site and use this information to optimize the process further.
This means it’s important to continue testing and optimizing the lead generation methods that work best with your audience.
The art of lead generation is more than just strategically gathering names and emails. It is about finding the right balance between using your data to create opportunities for you—and creating the right opportunities to gather the data you need.
Lead Generation is a two-way street, requiring excellent marketing strategies and effective strategies for nurturing that lead. Lead Generation comes in many stages, starting with brand awareness to converting leads into customers.
The definition of a “lead” is broad, encompassing anyone who provides contact information or expresses interest in your brand or product. The challenge is how to move them down the pipeline without becoming frustrated or tired.
Leads are valuable resources for businesses, whether they are individuals, households, or companies. A well-conceived strategy will not just uncover new prospects but nurture them to the next stage of their journey.