Converting a lead is the primary aim of business expansion and revenue growth. When properly implemented, leads can be the potential cash generators for B2B marketing. Even if you run the most genius lead-generating campaigns, your efforts are pointless if your leads don’t convert into business opportunities.
The main purpose of B2B marketing and lead generation campaigns is to help sales teams make sales. As a result, marketers often spend lots of time developing campaigns for inbound leads. However, most of them struggle to convert those leads into customers because marketing professionals are unaware of their lead conversion rate or lack an efficient strategic plan for their campaigns.
The following are approaches to increase your lead conversion rate and eventually grow your business.
Shorten Lead Follow Uptime
Acting fast to follow up on leads will significantly affect the conversion rate. When people request information, they often anticipate a personal and quick response. Research indicates that quick follow-ups increase conversion rates significantly.
You need to ensure that the email response has the person’s name because people often buy from people. A personalized lead follow-up is more effective.
In addition, sometimes, customers may have encountered a problem hindering them from completing a transaction. Therefore, follow up to know why because many people fail to view random emails. So you can write an email ensuring that you address the client by their real name and write a more personalized email.
On the other hand, there are other follow-ups methods like sending personalized texts or making calls. Which one does the company prefer? At what time should you call, text, or email your client? It is essential to keep all these in mind when choosing the follow-up mode.
Create Special Offers of the Product
To entice your target customers, you can follow up through email to inform them of the price discounts or other offers you have on the item. People buy things when they feel limited or have a short period to take action. Therefore, your company’s marketing team can develop unique marketing campaigns that entice the leads to purchase the product. The campaign can offer a discount code or a special holiday offer. In the end, your company will not lose the leads to a competitor offering the product at lower prices.
Incorporate Clear and Minimum Call to Actions
At the end of their purchasing step, many leads are distracted because some eCommerce websites offer multiple customer calls to action. For this reason, you should provide one or two calls to action with clear instructions and consistent features. Besides, the consistent step-by-step procedure also helps improve the visitor’s experience on the website.
Companies have used email marketing to promote their products for years. Unlike other forms of advertisement, you can continue to promote your products directly to the client experience on the website.
Use Email Marketing In Your Niche
Companies have used email marketing to promote their products for years. Unlike other forms of advertisement, you can continue to promote your products directly to your leads. You can utilize lead nurturing where you can automate the process of sending relevant and personalized content to customers and prospects in all the stages of their buying journey. Through email marketing, a company will also ensure that they remain relevant. The automated emails will remind the clients of the products, promotions, and prices.
Stay Relevant Using Retargeting Ads
Companies can still make sales through retargeting ads when customers browse various web pages. In addition, you will get a higher return on your retargeting ad campaigns because customers know about your company and products. But how do you ensure retargeting ads are effective? First, you can group your audience based on the web pages they visited, search terms, cart abandoners, recent buyers, and search terms. Many companies create retargeting ads on Facebook and Google.
It has been established that customers may need to see an ad up to seven times on average before taking some action or converting.
Use Social Media Marketing to Seal Deals
The rise of social media has promoted the growth of eCommerce through creating awareness, marketing, and staying relevant. However, we can also use social media to optimize conversion rates by constantly posting about a product or service on the company’s accounts. You can retarget your leads with content on social media and promote sales.
Facebook and Instagram ads are examples of social media platforms that a company can use to complete sales. On the other hand, businesses can use social media platforms to complete the transaction process. Customers may experience difficulties when checking out using the cart to choose to complete the transaction on social media. Also, some clients find it easier to inquire or interact with the company using their socials.
Check the Functionality and Condition of the Website
Your website functionality and performance determine the conversion rate. If you notice many clients navigating through your website but not completing the transaction, there is a problem with the checkout, cart, or payment. Also, users nowadays are in a hurry and don’t like long processes that involve taking several steps before completing a transaction.
You should reduce the steps in the checkout process to avoid opening other web pages or forms for a user to purchase a product. In turn, you improve the customer experience and increase conversion rates. Find out the customer’s motive when navigating through pages and incorporate exit-intent technology to convert visitors using an offer.
Design an Appealing Landing Page Design
Your business’s landing page is the first element your audience sees when they visit your website. Therefore, it determines your website’s success—having an excellent strategy to build your landing page will help you convert more leads.
You can strategically add videos, images, and call-to-action buttons on your landing page to boost their appeal and acquire more conversion. Furthermore, ensure all links to your landing pages are clickable and call visitors to act. Alternatively, you can use pre-designed landing page templates to enhance your website’s user interface.
Ultimately, increasing your lead conversion depends on how much you’re willing to invest time and money on the front end – it may be technology, people, money, or training. Also, it depends on how you adapt to the ever-changing market forces. However, you can start generating qualified and responsive leads with a little more effort. Take a step back, put yourself in your potential customer’s shoes, and think if you would purchase products off your site.