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Customers play a crucial role in any business growth. As such, it's imperative that every entrepreneur finds effective ways of getting and converting as many contacts as possible. That's where lead generation and conversion strategies come into play.
Unfortunately, though, some companies lack the right plans when it comes to this bit of marketing. In fact, some business owners think it's all about listing data and names of all contacts that visit their dedicated channels or websites.
Of course, this is part of the whole project, but success is measured by the number of leads that turn into customers.
So, what are some of the strategies that'll enhance long-term lead generation and conversion?
Strengthen your sales team
Over the years, sales team members have become less trusted by the public because they're always looking to promote their products regardless of quality.
This is understandable because they're trying to make a living, but substandard products or poorly-created content can put these professionals in a difficult situation.
That explains why many people prefer getting recommendations from their family and friends.
To improve your lead generation and conversion rate, you ought to start with your sales team.
First, you can use a salesforce call tracking system to monitor all the conversations between every salesperson and a potential customer.
What are your agents doing wrong? Are these mistakes fixable, or do you need to change the whole approach? These are some of the questions that you'll need to ask yourself. (1)
Acting on these weaknesses is one of the best strategies for generating more leads and revenue.
It's also recommended that you provide your agents with enough information they can use to learn about your products and the target market.
Take them through a thorough training program before sending them to the field. This way, they'll know how to effectively reassure potential customers and convert them into sales.
Choose appropriate content formats
Today, a significant number of clients are found over the internet regardless of the field.
As such, most of your lead generation and conversion strategies have to be geared towards online presence.
The best thing about the online market is the fact that it offers a variety of options for businesses to market their products and services.
Among the most popular strategies used when it comes to lead generation and conversion in the online world is content creation. For instance, brands can use videos and infographics to entice potential customers and turn them into sales.
If you choose this route, you'll need to decide on the most effective content format that doesn't only meet your needs but also allows you to attract the right customers.
Videos are quite common in digital marketing because they're engaging. However, some people prefer written content or images. So, as you plan to acquire new customers, it's imperative that you research your target market and know which content format they like.
Meeting these needs increases your chances of lead generation because it's almost a guarantee that the target audience will watch or read the marketing content.
Some of the most popular formats include podcasts, blog posts, presentations, webinars, whitepapers, quizzes, and eBooks.
Consider social listening
Social listening and social media monitoring are some of the most common terms in marketing.
Although they're often used interchangeably, the latter is all about collecting data by monitoring social media engagements.
Social listening, on the other hand, involves the same but allows you to take part in the dialogue and use the collected data strategically. (4)
Unfortunately, not many businesses consider this aspect in their marketing, which is why most of them struggle to generate promising leads. So, how does social listening enhance your lead generation and conversion process? The fact that you or your sales team are taking part in the discussions makes it easier to learn consumer behavior.
Also, since your team listens to what the audience is saying, it helps them discover other windows of opportunities that can significantly boost your sales. (2)
However, before you actualise this strategy, you'll first need to find the right social media groups.
You can do so by going through conversations in some of the most famous groups or pages within your area and selecting those whose members are your prospective customers.
Jump into conversations when the group is active and offer your products while showcasing their value. Be careful not to appear too pushy, though, because that can cost you a lot of potential sales.
Combine online and offline environment
As mentioned earlier, the online market has grown over the years and currently boasts more leads than the offline environment.
Unfortunately, the recent trends have made it difficult even for the biggest companies to convert these leads into customers.
For one, the number of competitors has increased, which means every potential customer you find online has a lot of options to consider before making their final decision.
Scammers have also filled the internet, making it tough for customers and businesses to build any significant trust through online interactions alone.
To offset these challenges, you can generate leads via online methods and take an offline strategy to convert them.
Of course, this depends on many factors, including the products or services you're offering and the location of your business. For instance, you could advertise your products online but offer discounts for those who visit your physical shop. (3)
Just like the online market, offline leads also have their fair share of drawbacks. Since they're very few today, it's quite expensive capturing them. The advantage, however, is that it's easy to convert these leads because of the face-to-face interaction.
You can see why combining both offline and online strategies can save you time and money.
Lead generation and conversion can be quite tricky if you're not well-versed with modern marketing techniques. Whether you're running a start-up or an already established business, the tips shared in this article will come in handy when boosting your revenue generation.
Strengthening your sales team by providing them with the necessary resources is one way of achieving that fate.
If a team member doesn't show any positive results even after all these changes, then you might want to find the right job candidate to fill the void.
You should also consider social listening, appropriate content formats, as well as combining online and offline marketing.
- "How To Immediately Improve Your Lead Generation In Three Steps"
- "Five Lead Generation Strategies For Your Business"
- "Top 10 Lead-Generation Tips for Financial Advisors"
- "What Is Social Listening & Why Is It Important? [+Expert Tips on How to Implement a Strategy]"