Lead conversion strategies are crucial for any company.
Your team can implement more effective lead nurturing with the right tactics and enjoy more sales.
Some of the best ways to convert leads include the following strategies:
- Lead scoring
- Lead nurturing
- Utilizing social proof
- Retargeting campaigns
- Optimizing lead capture
- Behavior automation
In this section, I’ll explain these strategies in greater detail.
That way, your company can implement the best strategy for your target audience!
Use Lead Scoring
If your business has trouble aligning your marketing and sales teams on your MQLs and SQLs, lead scoring is an excellent strategy.
MQLs are marketing qualified leads, and SQLs are sales qualified leads.
With lead scoring, you assign numerical points based on each lead’s actions.
Then, these points determine how ready the prospective customers are to buy your products or services.
Some attributes teams use for lead scoring include the following actions:
- Website Activity
- Interaction with social media
- Previous purchase history (if applicable)
- Email marketing engagement
How does scoring help drive better lead conversion?
Scoring leads ensures your sales reps prioritize their time effectively.
What determines a well-qualified lead from a low-quality one?
High-quality leads mean the person is more likely to convert to a paying customer once they are in contact with your sales team.
For instance, when someone has a lead value, your sales agents implement more strategies to try and convert them.
On the other hand, if someone has a low score, your sales reps know they should spend their time on other people.
Further, lead scoring ensures your sales and marketing departments are on the same page and qualify leads the same way.
Ensuring everyone is on the same page translates to a good lead conversion rate!
Nurture Your Leads
Another lead conversion strategy is to nurture your leads.
Usually, companies nurture leads via email marketing messages.
However, other ways to nurture prospective customers include:
- In-person meetings
- Online chats
- Connecting through social media
Regardless of the strategy, the end goal of nurturing prospective customers is to turn them into customers.
If your business implements email nurturing, you might send messages that explain your brand’s mission or pricing information.
Some tactics to make your email nurturing messages catch your target audience’s attention are:
- Personalizing emails with the person’s name (it allows the prospect to feel like you’re catering to them)
- Using automation technology to trigger actions based on how a customer engages with your emails (this saves your marketing and sales team time)
- Segmenting your email list (this ensures you send messages that resonate with various customer groups)
The most critical aspect of nurturing leads is collecting data.
After collecting and analyzing lead information, your team can deliver messages and content that resonates with them.
Use Social Proof
Social proof is an excellent strategy for prospective customers considering your products or services.
What’s social proof?
Social proof gives leads an example of other customers who purchased your products or services.
That way, the prospective buyer knows your company is legitimate.
Some examples of social proof include the following:
- Customer reviews (either on your website or on search engines like Google)
- Customer testimonials
- Influencer messages
- Promotion on social media platforms
Social proof allows potential customers to see how others enjoyed their experience with your brand.
After all, who wants to shop with a company with poor customer service and low-quality products?
Typically, social proof is most effective when leads are close to their decision-making phase.
These customers frequently visit your pricing or landing page to gather information about future purchases.
Social proof can be that extra nudge they need to officially make a purchase.
Additionally, user-generated content (UGC) is an effective social proof method.
UGC content is easy to incorporate into your social media platforms and email marketing content!
Run Retargeting Campaigns
The average website conversion rate is 2.35%.
That means for every 100 visitors to your site, only two or three will convert into customers.
What do you do about the other 97 visitors? That’s where retargeting campaigns come in!
Retargeting campaigns serve ads to leads who have already visited any of the following communication channels:
- Your business’s website
- Your business’s blog
- Your business’s social media pages (Twitter, Instagram, Facebook, LinkedIn, etc.)
These retargeted ads remind leads to return to your site and complete a desired action, such as subscribing to your email list or purchasing your products or services.
Further, retargeting campaigns are an excellent marketing strategy to convert leads because they specifically target people who have already shown an interest in your brand.
These campaigns provide a more personalized experience for the lead, making them more likely to convert.
With retargeting campaigns, it’s essential to understand your target audience and which marketing efforts will resonate with them most.
Therefore, collecting customer data is crucial to optimize lead conversion and retargeting ad campaigns!
Optimize Lead Capture
Another crucial aspect of lead conversion is optimizing your lead capture forms.
Lead capture forms are where prospective customers provide their information in exchange for something of value from your business, like a free e-book or access to a webinar.
Customer information should be valuable data your team can use for future marketing and sales strategies.
For example, your team should consider collecting information like:
- Customer name
- Addresses (physical and email)
- How do they hear of your brand
To optimize these forms, keep them short and straightforward, only asking for essential information.
Avoid overwhelming potential customers with too many questions, or they may abandon the form altogether.
Additionally, consider implementing a progress bar to show how much of the form is left to complete because this can increase completion rates.
Further, ensure your lead capture forms are mobile-friendly as more and more people browse the internet on their phones.
Optimizing your lead capture forms will ensure you retain potential customers due to a complicated or unappealing landing page!
Implement Behavior Automaton
Automation is a helpful tactic for two reasons:
- It saves time
- It can scale well
One example of behavior automation is sending a follow-up email after someone visits your website and browses your products or services.
In this email, you could also include a discount code for the lead’s first purchase, encouraging them to buy from your company.
Activity-based triggers are effective ways to implement email marketing campaigns.
Still, you and your marketing team must get creative when defining the behaviors suggesting a purchase-ready lead.
Here are a few examples of behaviors or actions that automation can help with:
- A lead reviews your business’s pricing page or product page
- A lead signs up for a free trial
- A lead schedules a product demonstration
- A lead asks about product features via your customer support outlet or email
- A lead downloads a high-intent content offer
- A lead follows your social media accounts and shares your posts
Identifying and recognizing key behaviors is crucial to automating follow-up content that leads to more conversions.
Lastly, consult your sales team about specific actions that indicate a customer is ready to purchase your products or services.
Sales reps talk and interact with your target audience regularly so they understand which behaviors indicate high purchase intent!