In business, not all leads are created equal. In today’s world of digital marketing, your website does most of the heavy lifting to generate leads for your business. Sure, you’ll get browsers and people who abandon your site quickly, but look at that as having filters in place to eliminate window shoppers. However, you’re going to get the occasional potential customer who will make contact and walk down the garden path with you only to “abandon the cart” at the last minute.
If you’re tired of dealing with these “tirekickers” and are ready to attract high-quality leads, it’s time to revamp your lead generation strategy and make a few adjustments to your website.
In this article, we’ll explore a few key tactics that will improve your lead-generation strategies to help make sure you’re not just getting leads but finding valuable customers.
The First Step, You Need To Think About It Like Online Dating For Your Business…
It might sound silly but, when you think of lead generation like online dating it changes things in your mind a little. The website filters your information to offer you choices that match you the best; like a dating site would. Then you read through the information provided to get familiar with your potential date. This is followed up by a chat that leads to an in-person meet-up with someone who is a good fit for you. Nurturing leads is also about building a strong connection; like crafting a strong relationship. And, you don’t want to get stuck going on a dreaded “blind date” – You want to take the time to understand your customer’s needs and preferences, to ensure that the customer enjoys themselves on your date.
The Second Step, Use A CRM To Gather Customer Information
One effective way to filter out tirekickers is to use a Customer Relationship Management (CRM) system. It will collect both tire kickers and non-tire kickers but you can easily sort them when you review their customer data.
How does it work?
There are several ways you can set up your CRM system to collect and sort your leads. You can…
- Tailor your website forms to gather the information your business needs
- Save time by using CRM automation to assign leads to the right team members
- Rank leads based on their potential value using lead scoring, so you focus on the most promising ones
- Use CRM segmentation to group leads and send personalized content that suits their interests
- Monitor how leads interact with your website to understand their interests and intentions
- Ensure no lead is forgotten by creating automated follow-up workflows
By simplifying lead management with a CRM system on your website, you’ll not only boost efficiency but also ensure that the experience matches the customer, driving growth for your business.
Add A “Book Now” Call to Action To Your Website
- On your main landing pages, don’t forget to include a clear and compelling “Book Now” call to action. Make it easy for potential leads to take the next step and engage in your services. Ask them to input their information manually, including selecting a date and time for a meeting, to ensure there is genuine interest, weeding out those who are merely browsing. Streamlining this process makes the user experience better and calls for immediate action. Plus, it means you don’t have to have someone answer the phone, open a calendar, ask the customer what day and time works for them, etc. They simply book it themselves directly, and if you’re smart, you’ll set up a reminder email to automatically get sent out. That will help make sure you don’t overbook yourself and ensure the customer does in fact attend the meeting.
Use Many Lead Generation Sources
- There’s no point in putting all your eggs in one basket. Using only Facebook lead generation ads for example as your main lead generation tool may not give you the best results. How many times has an autofill form submission led you to follow up on a lead and the potential customer you call has no idea why you are calling them? Diversify your lead sources and combine Facebook ads, Instagram ads, Google paid search ads, display ads, etc. with other strategies, like email marketing or radio advertising, for an approach that will reach more customers. An integrated advertising and marketing plan always garners the best result.
Don’t Rush Into The Pitch
- This person clicked on your website to find out more about your company, product, or service, not to be harassed by a sales pitch or be jumped on by a chatbot. Start the content conversation by offering value to your website visitors through informative articles, webinars, or free resources. Doing so helps you establish your expertise and build trust, which means you’re less likely to scare off your next client. Once you’ve demonstrated value, follow up through your CRM strategy to start turning these prospects into customers.
Make Sure You Direct Your Customer To Where They Will Find What They Are Looking For
- Don’t lose your customers by taking them on a hide-and-seek adventure across your website. When using Google or Facebook ads, for example, make sure your ads link to the content that aligns with what they are searching for. There’s nothing more frustrating than landing on a homepage with no clue as to where you’ll find the information you’re seeking. Ensure that lead forms work properly and click through to a thank-you page after they have been submitted so that you can activate conversion tracking. This provides a better user experience and allows you to get better data which you can use to optimize your campaigns.
Your Time Is Valuable, Spend It On The Right Leads
A business without leads isn’t going to be around for long so a solid lead generation strategy is key to growing your bottom line. Think it through, and make it strategic. These are just a few of the tactics you can use to attract quality leads – and eliminate the time-wasters. Even though your ultimate goal is a sale, creating a customer relationship that results in repeat business is even more valuable. And, that value is always worth the added effort.
Do you need to improve your current lead generation strategy? Or create one from scratch because you don’t have one yet? Book a consultation with the digital marketing experts at 3SIXTY and we’ll help you create a plan that will get your phone ringing. Give us a call at 705-242-8964 or click here to book your consultation now.
