Chances are, one of your main business goals is generating high-quality leads. Sales, after all, are the lifeblood of any company. But where do those leads go? Actually, an alarming amount of them go nowhere: according to research from Marketo, 80% of marketing leads wind up lost, ignored or discarded.
In this guide, we are going to go through five different scenarios – reasons why a lead (a.k.a. prospective customer) didn’t convert the first time round – and show you how to save those ‘lost, ignored or discarded’ leads, reconnect with them in an engaging, effective way and ultimately turn them into qualified prospects.
If someone has interacted with your site – for example, downloaded one of your guides or subscribed to your blog – but didn’t sign up or purchase your product/service when reached out to, don’t immediately write that lead off as a dead end. You might be able to nurture those warm leads to the point when they’re ready to buy.
Lead nurturing, or the process of developing a relationship with a prospective customer, is based on providing that person with educational, relevant content to build trust, resolve any of their concerns and ultimately nudge them to purchase.
There are so many different kinds of online forms out there: an account registration, a ‘request more information’, a free trial landing page, the list goes on. That means there are a fantastic amount of opportunities to capture leads, but you need to make sure all your forms are optimised for the best user experience possible: you would hate for a lead to navigate away from your site for usability issues!
That constant struggle: how to turn a one-time customer into a lifetime one. Perhaps someone has purchased your product or service in the past but hasn’t in a few months or years.
Repeat customers make up an incredibly important chunk of a business’ revenue: according to research conducted by SumAll, businesses with 40% repeat customers generated almost 50% more revenue than similar businesses with only 10% repeat customers.
So how do you start talking with those customers again and convince them to repurchase?
This is a bit like a combination of Scenarios 2 and 3: this person clearly knows who you are (because they’ve signed up to your newsletter) but this doesn’t necessarily mean they’ve purchased, so you need to be careful with how you approach your strategy.
These days, most people do their shopping with their smartphone in hand: whether they’re checking their shopping list or doing a quick search for cheaper alternatives, smartphones are informing the way we purchase. This makes highly-targeted, location-based advertising on mobile an effective way to capture the data of a whole new potential customer base that’s walking just outside your front door.
Using beacons like Google Eddystone – a device that broadcasts using Bluetooth to nearby smartphones, tablets and other mobile devices – you can send geo-targeted messages to increase footfall and customers.
Generating leads is hard enough, and capturing all the great ones you may be missing out on is an even bigger challenge. Essentially, you want to draw back those individuals who haven’t interacted with you recently – or at all – by showing them that you view them as more than a source of income. By providing exclusive or enriching content, changing your tactics and really listening to the feedback you receive, you have a better chance of turning lost leads into valuable ones.
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