A Conversion Strategy Key to Lead Generation
When I speak to clients about developing a conversion strategy for improving their lead generation activities, I always start with the basic fundamentals of understanding their offer, their unique value propositions and their existing communication strategies for building awareness and promoting their products or brand. These are the things most marketers keep at the top of their minds and hopefully know best.
Evaluating how they represent and communicate these elements is important, but it isn’t enough. Unfortunately, the influence these elements have on the actual performance of B2B lead generation programs is entirely focused on driving individuals to the door of the company. Where these processes fail is in converting response rates, such as e-mail clicks, website visitors, and Pay-Per-Click results, into actionable lead opportunities. To do that, you need a clearly defined lead conversion strategy.
Your lead conversion strategy is perhaps the most important element of your marketing plan. In simple terms, it’s the formula for how to move an individual from awareness, through the sales process, until they become a happy, repeat customer. It’s often the missing link between your marketing promotional programs and the sales process. The critical areas of the buying cycle when a prospect is aware of your offer, but still has not made a decision to identify themselves or talk to a sales person.
Your conversion strategy may take many forms, but each will have a common goal; to generate high-quality, sales-ready leads. Variances will depend on your promotional programs, customer interests and your ability to generate a reaction from your target prospect.
At the heart of every conversion strategy is a clearly articulated and compelling call-to-actions. This could be a sales incentive, a free offer or the chance to win a prize. The options are virtually endless. The key is to find an appealing offer or offers and utilize them as the invitation for your audience to learn more about your company and take the next step into your sales process.
Consider for instance a Google advertising program that drives 1000 people to your site each month. If you don’t have a clear conversion strategy, all you’ll know is that you receive 1000 visits a month from this program. Implementing a conversion strategy to encourage those visitors to take action will generate actionable leads and feed your sales pipeline as well as help you understand if that investment is turning into business or simply driving traffic. It can also help you optimize your offer to determine why customers are visiting and give you guidance for the best way to follow-up.