Lead conversion is the process of turning a lead into your customer. Generating leads is not the whole, it is a fundamental point in a buyer’s journey, where a potential customer gets into your sales pipeline, gaining interest on your product or service and finally becoming a delighted customer.
Effective Lead Conversion Process
1. Acquire Lead
To acquire lead, you have to create a solid opt-in campaign by creating appealing contents to attract your target audience. Getting audience insights is important here as it sets a direction for your content planning.
Content marketing, is a popular lead generating strategies, it’s all about connecting problems with solutions for your customers. A company can find out their pain points and needs through audience research. Once you determined what solutions you can provide them, it’s time to figure out what lead magnets you’re going to use.
Lead magnets are some kind of content or promotion that’s used to entice people to opt into your call to action (CTA), by offering them something of value in exchange. In content marketing, that most often means one of them – an e-book, long-form article, template or a signup form for an event or webinar.
When a content piece is ready, promote them on various platforms, such as your website, blog, or social media page, or anywhere else you interact with your audience. It can substantially increases your chances of getting more prospects onto your contact list.
2. Nurture Existing Lead
Getting leads into your pipeline is not the end. The company have to nurture leads to uncover solutions that may further address their pain points.
Lead nurturing refers to the process of keeping contact with your potential customers throughout the buyer’s journey. The goal is to guide them through different stages of your sales funnel and eventually convert them into your customers. This means you need to continue sharing them the relevant assistance, information, content, and offers push them further along the funnel.
This is critical because 80% of non-nurtured leads will never result in a sale, but nurtured leads are 50% more sales-ready. In other words, nurturing your leads will improve the odds of converting them.
3. Score Each Lead
While this process is going on, marketers work with sales teams to rank prospects against a scale that denotes the perceived value each lead represents to the organization, we call this step as lead scoring.
It means to ascertain a lead’s current level of interest in your business and use that information to drive sharper, more relevant engagement. The criteria for the ranking is completely up to you, it can be based on actions they’ve taken, information they’ve provided, their level of engagement with your brand, or any actions that would signify this person is interested in your product.
The higher a lead’s score, the closer they are to becoming a sales-qualified lead (SQL), which is only a step away from turning them into a customer.
4. Pass Along Lead to Sales
This is where sales activities like trials, demos, sales calls, on-site visits take place to persuade leads to purchase your product. When they’re ready to buy, leads turn into customers.
Convert leads into new customers
The process of lead conversion is actually very easy, but, it will take some time to understand your audience and to create lead generating contents and other details until you start getting the qualified leads you want.
If you’d rather not mess with this yourself — let us help.
IH Digital | Asia-Focused Digital Marketing Agency
IH Digital is an Asia-focused digital marketing agency providing Consultancy, Strategy, Content, Social Media, Media Buy, Web Development, SEM & SEO.
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