Are you facing difficulties in generating leads and turning them into paying customers? Smart marketing depends on how well you nurture your leads, from the moment they sign up for your email list to the time when you make your sales pitch. In this post, we’ll cover 6 lead nurturing mistakes that are costing you thousands of conversions.
1. DON’T DO YOUR RESEARCH
Yes, it takes considerable time and effort to identify your target audience, but it will be worth it in the long run. Identifying your ideal customer means that you’re not working blindly. It helps you avoid mistakes and wasting valuable resources by trying to communicate with an audience that you don’t know or understand.
Avoid this common misstep by doing your due diligence through research. There are many tools and software that you can use to observe customer behaviour, many of which are free. So, there’s no excuse for not knowing your audience like the back of your hand. Find out what their pain points are and figure out what you can do to solve their problems. Armed with this knowledge, your product offer can prove itself to be the best solution for their most pressing issues.
2. FAIL TO SHARE THE RIGHT CONTENT BASED ON SALES FUNNEL STAGE
If you’ve researched your target audience and created a buyer persona, you should have enough insight to come up with an effective lead magnet. Use it to create an irresistible offer or valuable piece of content that they can’t help but accept.
Start by identifying and solving a pain point that your buyer persona is having. Share relevant content that solves their problems on a regular basis, and put them in highly visible places (which could be your website, landing pages, social media accounts, email network, or any other platforms your audience frequents). Don’t forget to conduct A/B tests on a regular basis and tweak your approaches accordingly.
3. DON’T USE EMAIL CAMPAIGNS AS A LEAD NURTURING TOOL
As we mentioned earlier, email continues to be one of the most cost-effective lead nurturing tools available that generate promising results. Make sure that an email marketing campaign is included in any relationship-building strategies you’re implementing.
Aim to utilize the best emailing tools and share the right content based on your buyer personas and stages of the sales funnel. Scale your efforts by using an automated software as much as possible. The bigger your email list is, the higher your chances are of building sales volume.
4. SEND TOO MANY EMAILS
While we’ve mentioned the importance of emailing when conducting lead nurturing campaigns, make sure that you don’t overdo it. It can be tempting to send a barrage of emails; after all, it’s pretty easy and essentially free.
But this is one case where the adage “the more, the merrier” doesn’t apply. Go for quality instead of quantity. Be picky about the type of content you send and choose the most relevant pieces based on the buyer persona and which stage they belong to in the sales funnel.
5. FAIL TO FOLLOW UP
Once you’ve segmented your leads and identified those who have expressed interest in your product, don’t leave them hanging. Initiate contact and reach out to them as soon as possible. Chances are, they might not be ready to buy right this instant, but circumstances might change in the future.
Follow up with them and remind them why they became interested in the first place. It’s a wasted sales opportunity not to do so, yet up to 50% of marketers fail to follow up with leads who expressed initial interest.
Responding fast is key; a Harvard Business Review study showed that following up with leads within an hour means that they are up to 7 times more likely to convert. Use notification alert software to remind you to follow up with and get in touch with specific leads. A few to try to include FollowUp.cc, Suricate.com, and WhoIsVisiting.com.
6. FORGET ABOUT PAST CAMPAIGNS
If you’ve been religiously monitoring your campaigns and tracking results on a consistent basis, then all that effort will be wasted if you don’t analyze your results and use them to introduce improvements in future campaigns.
It can be tedious and time-consuming to conduct comprehensive analyses and even more so with A/B tests, but the effort you expend will pay off when you can optimize processes to improve conversion and response rates in your next campaign.
Many studies have proven the success of lead nurturing programs. Such programs are also useful when it comes to segmenting and identifying leads in the various stages of the sales funnel. So, if you haven’t implemented a lead nurturing campaign yet, now is the time to do so.
The ability to successfully convert leads into customers is largely determined by how well you know your prospects and what you do base on this knowledge. Monitoring and tracking progress can only be as effective as what you decide to do with the results. You need to be proactive and respond to what your KPIs are telling you by updating your approach, leveraging what works, and avoiding what doesn’t.
Keep in mind the challenges and mistakes we’ve outlined, and you’ll be well on your way to optimizing conversion rates and consequently, increasing your revenue stream.