No matter the scale of your business, one of the top marketing goals is to generate and convert leads.
In today’s post, we’ll discuss how to generate and convert leads correctly. We’ll also look at what a conversion path is and how to utilize it to have successful lead conversion.
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Conversion Path: What You Need to Know
In digital marketing, a conversion path is the steps you want prospects to take to become your business’s paying customer or client. However, while the top goal for conversion is for consumers to make a purchase, there are other goals consumers may take along the way.
Some of these conversion goals are signing up for an email subscription or a webinar, downloading an eBook or informational PDF file, filling out an online contact, etc. Essentially, any time a consumer answers your call to action – whether it’s on your website, paid ad, or social media – you are successful in converting a lead.
Convert Leads to Sales
You want to facilitate a speedy conversion path for prospects online. Here are some ways you can do it.
Lead Quality Vs. Lead Quantity
Traditional sales and marketing tactics have always focused on lead quantity by capturing as many leads as possible.
However, casting a wider net doesn’t always equate to lead conversion. This is because you’re not sure if these consumers even qualify as a good lead for your business. In other words, it’s not always the more, the merrier.
In today’s digital world, lead quality is getting more and more preference than lead quantity. Most modern marketers favor the quality of leads over higher numbers. However, it’s equally important to note that finding quality leads entails generating as many leads as possible.
Qualified leads, also referred to as willing leads, are potential customers or clients. They have the intent to purchase and have the means necessary to do so.
These consumers are distinguished by certain fixed business requirements, parameters, or criteria.
Qualified leads are consumers (both individuals and organizations) who are in the market to purchase based on their geographical location, behaviors, activities, and interactions with you and your competitors.
The challenge lies in sourcing qualified leads with the appropriate marketing strategies.
The more precise you are in identifying and targeting your leads, the better your results will yield. A digital marketing company can help you distinguish your target market. This way, you can initiate suitable digital marketing campaigns to attract and convert leads.
Convincing and Effective Calls to Action
In marketing, a call to action is the action you want a consumer to take after seeing your marketing or advertising design, display, or prompt.
Calls to action are incorporated into copy, PPC ads, web pages, sales scripts, advertising messages, etc. “Buy Now” is one of the most straightforward and most popular calls to action.
The more detailed and informative your CTA is, the more successful it will be. You can let your target market know what to expect upon clicking your online ad. In the same vein, you can dissuade unqualified leads from clicking when you convey a clear and direct message.
Furthermore, it’s vital to incorporate industry-specific messaging and communication your target market would respond well to. However, no matter what industry you are in, your CTA and all your marketing and advertising materials should fit in with and reflect your brand.
On top of that, a CTA must highlight the benefits you offer to prospects and how you can meet their needs.
For instance, when a prospective customer is in the initial stages of learning about your product or service, a smaller conversion goal is to “Learn More” or “Call to Schedule a Consultation.”
When a qualified lead clicks through your CTA, they expect to learn more about your business or schedule an appointment.
The CTA might be “Request a proposal” or “Get a quote ” for prospects who are further along in the decision-making or buying process.”
Relevant, creative, and persuasive CTA is one of the most significant components when it comes to lead conversion.
The Importance of Landing Pages
In digital marketing, landing pages are built to convert leads and translate them into sales. It’s a single web page crafted as a point for a particular marketing or advertising campaign. Landing pages are an essential component of the digital marketing conversion path.
Users land on this web page upon clicking a link in your advertising or marketing campaign, thus the term “landing page.” Aside from using a landing page as an advertising target, marketers often share landing page links on social media posts, videos, emails, and other marketing campaigns.
Focused landing pages will have different CTAs – depending on the conversion goal. However, one landing page must only focus on one specific action you want a prospect to take. This way, you are not distracting or diverting their attention from what you want them to do.
Lead Management: Tracking and Monitoring
As a business owner, to generate and convert leads is one of the most important things you must do. Whether it’s through paid online ads, social media marketing, online contact forms, or word of mouth, there are many ways to generate and convert leads.
As the lead volume increases, you also need to track and monitor the leads coming in to see how you can move on to the next step in the conversion path.
The tasks may be easy enough when you’re just starting out in the lead generation and conversion process. You get an inquiry – whether it’s via phone, text, messaging, online contact form, or email – and you reply.
However, as your business grows, tracking and monitoring your leads might be more challenging. Thus, lead management is essential to keep your marketing and advertising efforts more organized and efficient.
Fortunately, there are several lead management tools you can utilize. On top of that, digital marketing companies typically offer lead management with their services.
Lead management is also essential to ensure that you are not missing out on any valuable prospects. When you do proper tracking and monitoring, you can be more successful in converting leads.
Encouraging the Lead
A prospect has clicked through the ad, visited the landing page, and has done what you asked them to do. You converted the lead. However, s
Now that you have their information and consent, you must not leave them hanging.
You need to encourage a lead to reach the end of the conversion path. In other words, you need to follow up.
The way to do this is to reach out to them and discuss their unique needs – whether it’s a Thank You or Welcome message or a Verification confirmation message.
You can offer your products or services tailored to their specific needs through this conversation.
Frequently Asked Questions
How Do You Convert Leads to Clients?
Do the following and expect a substantial impact.
- Communicate the value your business can provide clients clearly and concisely.
- Identify any issues your lead generation tool is experiencing.
- Establish a personal connection with clients.
- Gain the clients’ trust.
- Introduce the sale of your products or services.
What Would Be Your Strategy to Convert Leads into Sales?
There is a number of ways to convert leads into sales: offer promotional discounts, use creative calls to action, follow up, create an effective email marketing campaign, etc.
What Is a Good Conversion Rate?
When you can convert between 2% and 10% of warm leads, that’s considered a good conversion rate.
However, reasonable conversion rates will depend on the industry.
The task is far from over, though. You must follow up with those warm leads for a consultation or appointment to properly initiate a relationship.