Every business needs leads to survive and grow. But how do you go about generating leads for your business?
Do you have a proven lead generation process for creating opportunities? Or, like many are you spending money on marketing initiatives without a clear indication of which tactics are delivering those precious leads?
As John Wanamaker, the marketing pioneer famously said. "I know half of my advertising is wasted. The trouble is, I don't know which half."
It's difficult, I know. To make matters worse, the marketplace has become resistant to advertising, these days people prefer to research their purchases online and make informed decisions.
The result is that it's getting increasingly difficult to find and convert those leads!
The good news is that a growing number of businesses are finding that these seemingly difficult changes also bring new opportunities.
By attracting and engaging customers online many businesses are increasing their lead generation whilst reducing their cost per lead.
Let's have a look at how the process works.
The principle is simple. To attract customers that are researching their purchase and engage with them, then manage your relationship with them through to their purchase decision.
Sounds complicated, but it's not too bad. Chances are you're probably doing some of the things that are required already.
1. Understand your traffic.
Use website analytics to find out which campaign activities are generating traffic and more importantly which traffic is currently converting to leads.
When you know which search phrases and campaigns are working for you, making decisions about what to do next gets much easier.
You can also get a quick win by using a system such as Jumplead that includes visitor identification and live chat facilities to help connect with potential high value leads straight away.
2. Understand your conversions.
Start to think about your website as a lead generation machine, and how you can exchange useful content or high value features for the contact details of your visitors.
Keep in mind that the people visiting your website might be sales ready, in an early research phase or anywhere in between!
To accommodate this, offer a range of content that speaks to the spectrum of questions customers ask - take a look at your top level navigation to ensure that the content answers even the most basic of questions well.
- What do these guys do?
- Why should I care?
- What's in it for me?
- What's the new spec for product X?
- What are the business terms?
From your homepage 'elevator pitch' to the more in depth content remember to use conversion forms to capture visitors details.
You need to be moving visitors through your sales funnel, whilst giving them every opportunity to 'put their hands up' for more information. Remember to be creative, downloadable ebooks are great but can you offer a free demonstration or a facility that requires your prospect to return again and again?
When someone gives you permission to contact them via a conversion form, you can begin to share relevant information that will both keep you in mind and help to shape their purchase decision.
If you currently just have a contact page, you're missing out on a range of opportunities to generate and qualify leads.
3. Manage your leads.
Every visitor is a potential lead, they're just not necessarily qualified enough for you to spend your time connecting with them.
Which is why you need to be able to score their degree of qualification based upon their behaviour on your website.
You can then choose to reach out and talk to them directly or send useful content over a period of time to keep them engaged, depending upon their recent behaviour.
For example, you might set up a sequence of emails to be sent out to leads that have completed a conversion form, to maintain and drive interest. Then use instant alerts to send you an email when a lead is particularly active and has a certain qualification score.
Leaving you free to focus on closing highly qualified leads, whilst keeping less qualified leads engaged.
As you can see, when you focus on your website as a lead generation tool, there are a range of benefits:
- Get to know which tactics work, because they're linked to leads.
- See which online campaigns are delivering results - No more guesswork.
- Improve your relationship with potential customers.
- Reduce wastage in lost leads that have been to your website and moved on by working to engage them with useful content.
Managing the 'Maybes'
Yes is a sale.
No isn't a sale.
The majority of your website visitors are prospects who are researching a purchase are in a massive 'maybe' category.
This is about managing those maybes, taking control of your relationship with the vast majority of potential customers moving through your website.
These simple principles allow you to understand and control your lead generation process like never before.