Statistics show that nurtured leads land sales. In fact, nurtured leads land 20 percent more sales opportunities. Unfortunately, these stats are often overlooked by online businesses. A lot of entrepreneurs devote their time and energy to generating initial leads.
There are tons of lead-generating marketing strategies. They're great for helping you find potential customers. But many of them forget to follow up with customers. While leads are essential, if they don't turn into sales, they're useless.
If you're ready to start converting more leads into business, check out these five tips for improving your sales conversion rates.
This blog post is part of "Your Definitive Guide to Lead Nurturing" blog series.
Use Follow-Ups To Turn Leads into Business
When it comes to traditional sales strategies, everyone knows that follow-ups are essential. Real estate agents, insurance salesmen, and even brokers know that a follow-up phone call goes a long way. Sometimes landing a sale means more than one phone call. In fact, stats show that 80 percent of sales need five or more calls. Depending on the industry, it's not always appropriate to call clients on their cell. But online business still requires follow-ups if you want to turn leads to business.
Deciding How to Follow-Up
Choosing the right way to follow-up is essential if you want to turn leads to business. What kind of business and the size of your following will determine how you follow-up.
If you have a large client following, or if you have just a few employees, an automatic, form email might be the way to go. Even if you don't have a ton of clients, a form email may be acceptable for the first follow-up. You'll need to get contact information from potential clients.
A feature on your website urging them to join your mailing list or loyalty club is a good choice. In this initial follow-up, introduce yourself. You should also offer to answer any questions the customer may have.
A personalized email is always a great choice. If you can't send one out for the first follow-up, consider using one as a second follow-up. This is even more appropriate if a customer seems interested in making a purchase.
If you haven't heard back from the client and decide to send a second follow-up, change your strategy. Ask the client a question. Let them know about any special deals or promotions going on. Or you can offer them a discount if they respond in a certain amount of time.
Turning leads to business is all about getting your clients to interact with you.
Remind Your Clients About the Bigger Picture
No matter what kind of product or service you're offering, there's usually some sort of incentive beyond the actual purchase.
For instance, a company that offers SEO services can help a client's website rank better on search engines. But as a result of this improved ranking, more clients are going to land on that website. Reminding clients about that secondary benefit is a great way to land sales.
Clients want to know what kind of return on investment they are getting. They'll be far more likely to buy your investment offer than a product on its own. In fact, 70 percent of purchases are made because a buyer is looking to solve a problem. Remind them of the potential ROI on your website and in any follow-up messages. These reminders will go a long way towards helping you turn leads to sales.
Don't Make Clients Search for Information
If your leads aren't turning into sales, it may be because clients have too many unanswered questions.
Clients who don't understand what your company is offering are going to move on quickly. Make sure they never have any trouble understanding exactly what you're offering.
Consider Your Website
To start, your website should be informative and easy to navigate. Use menus to separate information and make it easier for clients to find what they're looking for.
Think about the kinds of information clients will look for when they land on your website. If you offer many services, list them in an easy-to-find place. If you have promotions and deals going on, make sure those are on your landing page.
A FAQ page is also a great idea. On it, include any common questions or concerns clients may have. This will become a go-to for clients when they're trying to figure out what your business is all about.
Create a Clear Message
One of the easiest ways to turn leads to business is bysimplifying your message. Your tagline, motto, or pitch is usually the first thing people think of when they think of your company. If that message isn't clear and catchy, it won't stick in anyone's mind.
Once you've simplified your message, it's time to make sure potential clients see it. Putting it front and center on your home page is a good way to do this. That way when visitors first land on your site, it's the first thing they'll see.
Encourage Clients to Refer You to Others
Leads generated through referrals are far more likely to create sales than unprompted leads. Studies suggest customers are four times more likely to buy when referred by a friend. Rather than just hoping your clients will refer you, consider a tactic that encourages them to do so.
Ask for Referrals in a Personalized Message
After your client has made their purchase and received it, send a follow-up email. This is a chance to make sure that they were satisfied. It's also a good chance to ask them to refer you to their friends.
The email will remind them of your excellent customer service. They'll likely be happy to share their experience with others.
Offer a Discount or Credit
One way to encourage clients to refer you to others is by giving them an incentive to do so.
Offering a discount on future purchases for each referral that leads to a sale is a great strategy. You could also offer a credit that clients can use to buy more of your products or services. Either option will help ensure that clients want to make a second purchase.
Turning leads to business for your online company is all about developing a modern business strategy. With these five tactics, you'll be well on your way to growing your business! If you found this helpful, let us know by commenting below - we'd love to hear from you.
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