What is a lead?
Well let’s start at the beginning by explaining what a lead is. A lead is a person that has shown interest in your company’s product or service. A qualified lead is a person that is interested in your product and they have provided further information which allows you to possibly turn them into a paying customer.
The aim is to turn leads into qualified leads and then into paying customers.
How do you build trust?
For a lead to make a purchase they need to be able to trust you first. Trust is essential in building a strong relationship between buyer and seller.
Your website needs to be credible and demonstrate that you are trustworthy. A great way of doing this is by having customer testimonials and awards on your site.
An ‘About’ page gives you an opportunity to explain who you are and what you do. Visitors need to know who they will be dealing with if they choose to do business with you. Having photos of employees adds a personal touch and builds trust further.
Links to social media are also beneficial. A large Facebook following shows that a business is well known, trustworthy and is an expert in their field.
Without trust a user will not make a purchase and if trust is broken the relationship will deteriorate and they will not return or make another purchase.
What content can I use to attract leads?
Content marketing can be used to gain attention, increase visits and generate brand awareness. There are many ways in which you can create attractive content for your target audience.
Having a blog is an oldie but a goodie. A blog is a great way of communicating with your audience without being too forceful. The blog content needs to be consistent, relevant and strong. Once the desired traffic is reached it does not mean you need to stop posting, if anything this is the most important time to keep posting as the lead is engaged.
Blogs are also great for search engine optimization. Individual blog posts should be focused on a particular topic or customer pain point and if you are doing it right these create natural landing pages.
Add ‘Call to Actions’ (CTA) to your webpages so the user can easily contact you and you can give them relevant content. For example; a blog post can have a CTA that offers an ebook of a similar topic in exchange for adding an email address to a mailing list.
Analyze your website traffic so you know what is popular with your visitors and what is not. Then you can make more appropriate content and put more of your resources into developing the area that produces more conversions. The more relevant the content the higher the chance of attracting more traffic to your site.
So how do you convert a lead into a paying customer?
You’ve built your website with a list of customer testimonials and awards. Your blog is humming with great customer focused content and you’re actively engaged with your Facebook and Twitter followers. Nice work!
Don’t drop the ball now by throwing these potential customers at a generic contact form. Make sure you’re getting all the detail you need to turn a website visit into a qualified lead and a slam dunk for your sales team.
To get the most out of the contact form, be as specific as possible. Think carefully about what you want to ask to differentiate qualified leads from timewasters. As well as the basics like name, contact number and email address, try to get as much relevant information as you can. This can be done using specific questions such as; what the enquiry is about, project budget, background about the project and a timeframe of when they would like the product or service completed.
Of course, converting leads to paying customers isn’t always simple but putting the effort into a detailed contact form rather than a basic form can still be an effective way of creating and converting leads.