Finding ways to convert leads can be a challenge. You’ve got access to huge sections of the internet through digital marketing, but that means nothing if you can’t turn interested users into clients or customers.
We’re going to take a look at some ways to streamline your sales funnel to generate leads that stick. Your lead generation strategy should include methods of digital marketing as well as communication that establishes connections and follows through.
We’ll explore all of that and more. Let’s get started.
How to Convert Leads: The Sales Funnel
The first thing to flesh out is the nature of your sales funnel. Each business will have a different funnel based on the nature of its business model and the habits of its target audience.
A sales funnel is the general structure of a buyer’s journey toward the end result of making a purchase. This can happen in a number of ways, but all instances where a person makes a purchase include elements of the sales funnel.
We can break this process down into four categories; awareness, interest, desire, and action. These categories signify the chunk of time when those things are taking place as well as how the business responds to those stages of the event.
Let’s break each piece of the sales funnel down and look at ways that you can inch toward the final result.
The Awareness Stage
Awareness can come from a number of angles. We first have to look at the target of our awareness for the campaign. Do you want the customer to become aware of your business in general?
Do you want them to become aware of your particular product offering? In order to curate a successful lead, you have to be intentional about the sales funnel throughout the whole process.
The steps you take to develop awareness will influence the way that the individual moves down the sales funnel, so having a clear idea in mind is very important.
Digital Marketing Approach
We’ll focus on the digital marketing approach to most of these steps. Traditional marketing methods are effective in some ways for some businesses. That said, as a broad approach to marketing businesses in general, digital marketing is the way things are moving.
To generate awareness online, it’s important to have a substantial bank of content. If you’re starting out, you should create a piece of content that relates directly to the product offering you’re marketing.
If you’re looking for personal injury leads, for example, you should have a piece of content that details how your firm can benefit those who have experienced a personal injury. Detail your firm’s ability to defend clients and show some of your past success.
You won’t always get clients to follow through and visit your site while you’re in the awareness stage, but it helps to have a destination for them to click to if they’re ready to move forward.
Once you’ve got your content, it’s time to start spreading it online. We’re fortunate to have numerous ways to distribute content online. Social media and Google PPC ads are able to push content right to the individuals in your target audience.
You can reach thousands of individuals with a limited budget on these platforms. Even if you don’t get the engagements you’re looking for in the ads, you’ll still get a significant amount of visibility.
Visibility breeds awareness, and that’s the first step.
The Interest Stage
This stage denotes the period of time when a person has engaged with your material in a way that suggests their curiosity. Maybe they clicked on one of your ads and browsed your site a little bit.
Perhaps they followed your page and liked a few of your content pieces. In any case, they’ve followed through more than someone who has no interest would, so we can assume that they’re interested in some way.
Identifying these individuals can be tough to do, though. You might be aware of interested people by the look of your metrics, but not by name or any expressed messaging.
In those cases, you can streamline the areas of your site where you see traffic coming and stopping. By that, we mean instances where a lot of people visit a particular page, but few people follow through to your contact or product pages.
You can assume that there’s something about the branding or user experience on those pages that deters them. Troubleshooting those areas can lead to some success.
On the other hand, it’s smart to have ways for users to express their interest as opposed to their desire, which we’ll discuss next.
Options to Express Interest
One of the best ways to allow users to express their interest is through subscriptions or sign-ups. Offer to add them to your newsletter or give them another way of engaging.
Create a chat option on your website. Have someone on your staff take the duty of responding to messages in a reasonable amount of time, or use an automated bot to direct them to send emails or relay messages to you.
Produce as many ways to engage customers on an entry-level basis as you can. This gives them a way to get more information and produces an opportunity for you to engage and step forward to the next stage.
The Desire Stage
This is the part where the customer reaches out and inquires about your products or services. You know that they have a desire for your product or one like yours. The only thing left to do is to make the sale.
This is a difficult thing to help with, as it involves direct communication between you and the customer. You have to present your offerings and make them appealing enough for a sale to happen.
It’s important to note, though, that you have a limited time to do this. The instant they reach out to you is the best time to respond with more information. Their interest has risen to the point that they’re considering making the purchase, so you have to respond while they’re still engaged with that idea.
They might change their mind about needing your product or keep looking and find another option if you wait too long to get back to them. Don’t present urgency in your communication, but be urgent.
Get back to them as soon as you can, make your deal available, and get the client or customer.
Making The Sale and Beyond
If you’ve passed into this part of the sales funnel, you’ve made the sale. You did it!
There’s still a little more work to do, however. You want to ensure that the customer has a good experience so that they can refer you to others and come back to your business when the time comes.
In that spirit, it’s always a good idea to follow up in some way. Send an email inquiring about any questions or concerns that they may have. Prompt some feedback or incentivize a Google or Yelp review.
Get insight into what you’re doing so that you can refine your business and draw more individuals. If they had a perfect experience, that’s a perfect time to ask for a review if they have the time.
If their experience was awful, offer to make up for it and solve the problem. If you can do that, you might just have a long-lasting customer that values your effort. In any case, you want to extend the relationship past the purchase and into the future.
This creates an individual that’s in the buyer’s journey for the long haul. they’re past the stage of awareness, and they sit in the realm of “interest” for as long as they need to before they make another purchase.
Troubleshooting Your Leads
The sales funnel seems like a ready-made formula for success. That said, it’s not always as easy as it looks on paper.
There might be a number of hiccups along the way. You might find that your front-end marketing isn’t powerful enough to draw interest. You might also find that people get hung up on your home page and don’t follow through to your sales pages.
Further, your response to the “desire” stage might be lacking and need some adjustment to relay information faster. Don’t get too discouraged when you experience these things.
They take a while to sift through. People don’t always act in the way you would expect them or want them to online. Know that there is a way to produce a great sales funnel that draws leads, though.
You might just have to troubleshoot some different things and wait for the magic to happen.
Looking To Boost Sales?
Hopefully, the ideas above can improve your lead generation strategy. Acquiring quality leads can be tough, but you have to work through the kinks to create a successful business.
We’re here to help you convert leads. Explore our site for more ideas on how to improve your sales funnel, generate leads, and find success.