How do we stop losing leads and how do we make it easier for them to convert? Leading on from part 1, here’s what we need to be doing:
Be active where your people are
You can’t honestly expect to generate leads if you’re not engaging with potential clients where they hang out.
If your target audience is women, Pinterest is a great place to spend your advertising efforts, since Pinterest users are 70% women and 30% men. If you’re highly focused on other social media platforms with completely different demographics then you’re missing out on all of those more appropriate prospects on Pinterest. It all comes back to knowing your ideal client – who they are, where they are.
Slow or just crap responses
One of the easiest ways to lose a lead is to make them feel like their time is not valued, because if they are not valued now, why would they think things would change if they become a customer? If you respond to social media comments/queries or reviews in a slow or rubbish way then your leads will assume they are not important and you’ve lost them. And thanks to social media, the window of acceptable response time has become quite small.
According to a lead management study, the odds of qualifying a lead in 5 minutes versus 10 minutes decreases 4 times, and in 5 minutes versus 30 minutes decreases 21 times. So if you fail to engage with your leads promptly — or even worse, ignore them all together — you’re pretty much guaranteed to lose them.
Use social proof and trust signals
If potential clients can’t trust your brand or quality of service, how do you expect them to be brand advocates for you in the future? They require social proof to help convince them to purchase. These trust signals can come in a variety of ways such as reviews/testimonials, case studies, business logo/branding, industry awards received or certifications. Incorporate reviews and testimonials into your landing page to provide the proof they are looking for.
Don’t ask too much
Asking for too much personal information on lead capture forms can easily scare off potential clients and lower your conversion rate. If you do require a lot of information then consider a multi-step form – longer forms that are broken up into shorter, less daunting steps. They allow your leads to demonstrate their interest by completing a short form and then proceeding to additional form fields, step-by-step.
Take it easy with retargeting
Being too pushy or aggressive with retargeting happens by:
- Showing too many adverts too frequently
- Showing the same advert over and over with no rotation
With retargeting, there’s a fine line to balance. The whole point of retargeting is to keep your brand/business in front of potential clients without them actively seeking you out but without annoying them too. Remember – just because somebody visited your landing page one time for a few seconds, doesn’t mean they’re ready to convert, so overloading them with retargeting ads as soon as they leave will probably make them feel that you’re too aggressive, too pushy, too needy, too quickly.
It’s also tricky to get advert clicks if you repeatedly show the same advert or extremely similar looking adverts, without rotating any other adverts into the mix. Due to ‘inattentional blindness’, people stop noticing your advert after seeing it over and over, and they start to think of it as just a part of the background – essentially, they won’t even see it so they certainly won’t click it.