If you want your business to succeed, you need to have a great lead gen process in place.
This is the process of attracting potential customers into a contact management or marketing software system so that you can nurture them and convince them to become paying customers.
In order to do this effectively, you need to put in place strategies that will help you attract quality leads. Here are five steps to boost your lead gen process for greater success!
The goal of the lead gen process is to attract leads (your potential consumers) into a contact management or marketing software solution with the aim of nurturing them through the buying process in order to persuade them about your products and eventually convert them into paying clients.
Your company uses these methods to develop these contacts in order to ensure that your leads are of high quality and should be nurtured for the future.
Lead development is all about establishing a relationship of trust with your target audience by educating them about your industry and products along the way.
Here are the five steps to a more effective lead gen process:
1. Obtain Leads
Take things to step by step. Begin with generating interesting material that may be shared across your various marketing channels to attract leads to your website.
Make eBooks, blog entries, white papers, photographs, infographics, or whatever else would fit your company and audience. Distribute this material on your blog, Facebook, Twitter, LinkedIn, SlideShare, other
You may use the same length of content for both, or you can split them up and reuse pieces of it in different places.
Use long-form, on-demand content to entice people to sign up for your newsletter, free course, whitepaper, infographic, or instructional video.
When a lead has finished viewing a long-form piece of content, they fill out a signup form becoming part of your contact management system, email list, or both. This is now a new lead that has been acquired through this activity.
2. Nurture Existing Leads to Boost Sales
Once a lead has been added to your lead management system or email list, it's critical to nurture them in order for them to go through the sales funnel when the time is right, or to encourage another purchase.
It's important to keep their attention with your email list. It's time to work toward establishing a long-term business relationship that entails both trust and loyalty.
If a lead downloads a certain amount of information from your site, signs up for a product trial, makes a purchase.
Get in on a daily deal or any other interaction they have with your website and its content, you should set up email autoresponders that send customized emails to them.
It might take anything from a month to more than a year to convert a lead into a client, if not longer.
Take your time building the relationship over the phone, by email, and being aware of when the prospect is ready to take another step with your company.
3. Calculate a score for each lead
Scoring leads help your company assess which leads in its system are more valuable. A worthwhile lead is a lead that interacts with your business online more than others, such as downloading additional material or visiting more web pages.
You may construct a clear image of who your lead is and how qualified they are to make a purchase by tracking them over time.
Moving leads through the lifecycle stages from subscriber to lead, to marketing, and then sales qualified helps you visualize your sales funnel and segment leads for superior targeting of your messages.
Focus the efforts of your departments on nurturing higher-quality leads that will have a greater impact on your revenue, since these leads are already interested in your content and services and are closer to converting to consumers than other prospects with lower scores.
Analyze the rise and fall of your lead's score to understand what stage in the process most leads drop off and how you can fix it, as well as when most leads are ready to be passed on to sales.
4. To increase sales, you must nurture leads.
You'll want to set aside some time each day to run through your leads and prepare them for the next stage.
The continual flow of leads from beginning to end of the sales funnel is critical, so you'll need specific time frames for each step in your lead management procedure.
The marketing team's objective is to create desire among consumers by generating leads, retaining interest, nurturing those prospects until they are no longer inactive and winning their attention so that they will be inclined to interact with your organization.
The sales team should be focused on converting a client's desire that was inspired by the marketing department into real action.
It is the responsibility of the sales staff to deepen existing customer experiences and retain them over time once they have purchased from your firm.
Take a look at your leads and come up with names for them that the marketing team can hand off to sales.
Instead of a lead that requires further nurturing, consider a lead that is ready to be passed on to sales.
A healthy profile may be created about them using various data points, their lead score is high, certain behavioural characteristics indicate there is strong interest, they appear to have a budget.
You're dealing with authority or need of your services, and lastly, their timeline indicates that the whole buying process must be expedited.
5. Examine Your Lead Gen Process
Your team should inspect the entire lead gen process to ensure that it is as effective as possible in producing new leads, nurturing them, converting them into clients, and retaining them for an extended period of time.
Identifying where your leads drop off and attempting to fix the problem while learning how to recapture the leads that were lost, is one of the most successful ways to make a me
asurable difference in your lead process.
Many leads fall by the wayside before they are handed over to sales due to a lack of interest in your company but not enough desire.
These hot leads may be recovered, however, it takes more time, money, and work from the marketing team, so it's critical not to lose them in the first place.
Marketing analytics can also assist your company in determining if specific targets are being met, such as a greater amount of traffic to your website, more sign-ups to your list, a higher conversion rate, and so on.
These metrics should be regularly monitored and assessed for their impact on the funnel's progress and whether they aid in keeping leads interested in your firm.
Always experiment with different modifications of the process to see what works best for the whole company.
Aligning your content to your leads' objectives
Creating and nurturing leads demands that you have content that is relevant to your customers at various points in their purchase journey.
Remember that you are assisting your client by alleviating a problem, and as they get closer to purchasing a decision, they will begin learning better questions to ask in order to make an informed selection.
Spend some time understanding your different client kinds and the goals they are looking to achieve. Are they first-timers or experts?
Are they making an acquisition for themselves or giving a suggestion? Is it a purchase based on passion or logic? It will be easier to create content that meets your lead's needs if you know how hectic his life is.
A good lead gen process has a number of moving parts that must all work in tandem to effectively attract, cultivate, and convert leads into paying customers.
You'll need to remain flexible about the assumptions you made about how best to run your lead generating strategy, and you should be willing to experiment with new methods and ideas.
Your clientele and leads will vary as the market evolves. You'll be required to improve your content and strategies.
What is the current state of your lead creation process? What has been the most successful approach for moving leads through the purchasing process to a long-term customer?
In the comments below, share your thoughts and experiences regarding this topic. We'd be delighted if you could offer your input!