You’ve generated a lead. Congrats! Generating Leads is not an easy task. After spending several hours and days, we’ll get some decent amount of leads. So, do you think, your job is completed? The answer is No. You haven’t finished your job yet. Then What?
Answering the “Then what?” question can be tricky. Lead you generated will be eager or showing interest to buy, but he didn’t buy anything yet. It’s like – a random person walking through the street, saw a product in your shop and showing interest to buy or want to know details (price, size, durability etc.,). They haven’t even approached the counter with something they like.
“Gleanster Research found that 50% of leads are qualified, but not ready to buy just yet”.
So, to make the person reach the counter, you must follow some steps and procedure to make him as your customer. In order to get that sale you have to show them a bit of attention, right?
You need to follow these steps if you want to convert leads to customers:
- Thank them
- Lead Nurturing
- Qualifying a Lead
- Lead Conversion
Let’s see every topic in detail:
1. Thank them.
Many people wondering,”Why we need to thank them?” Sending a thank you email is absolutely essential after your lead converts. Because it is a sign of confirmation to the lead that you received their content request and you need to make a good first impression.
Many businesses tend to gloss over the “thank you” page or email, considering it a negligible step in the online marketing sales funnels. It’s not.
When you meet a possible customer for the first time, you smile wide and introduce yourself. You do everything you can to make a good first impression.
Why would an online relationship be any different?
2. Lead Nurturing.
What is lead nurturing?
Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey by sending them a series of emails. Sometimes, it is often referred to as a marketing automation campaign.
When you are sending emails, you should be careful about the content. Don’t blast the prospect’s inbox with a series of nonsense emails. Lead nurturing focuses on sending prospects the right content at the right time based on characteristics such as buyer personas and what stage they are at in the sales cycle.
Providing leads with the right content based on their stage in the buying cycle is essential for a successful lead nurturing campaign. This increases trust, increases open rates and increases the chance that they’ll click on your free demo prompt at the bottom of your email.
Educate them with your emails.
Within your marketing database, you likely have prospects at all stages of your sales funnel. At the very top of the funnel, you have subscribers. These are people who have opted in to hear from you periodically. You likely have limited contact information for them, perhaps just an email address. A subscriber may have entered your database by subscribing to your blog or opting into a company newsletter.
At this stage, the goal is to convert these subscribers to leads by getting them to convert on a landing page. While it’s great that you have a database of people who have voluntarily signed up to hear from you, subscribers have not invested heavily in your company yet, and it’s very easy for them to opt out.
Show subscribers you’re worth sticking around for by providing them with quality, educational content. Your focus on education will build trust between the subscriber and your company that will make them more willing to share information with you.
3. Qualifying a Lead.
Lead Qualification, where they are evaluated to determine where they are in the decision cycle. Leads are prospects in your database that have given more information about themselves than just an email address. Most people become leads after converting on a landing page, usually in exchange for a content-based offer.
During this stage, leads are typically identified as a marketing qualified lead or a sales qualified (sales accepted) lead. Marketing qualified leads will be continually nurtured until they are sales-ready.
The goal for marketers in this stage is to get the lead to further qualify themselves for sales by acting on a specific call-to-action.
4. Lead Conversion.
Marketing Qualified Leads, or MQLs, are people who have identified themselves as deeply-engaged, sales-ready leads. Leads usually become MQLs by following product-centric calls to action, such as requesting a trial, product demo or request to contact sales.
The goal for marketers here is to assist the sales team and make the MQL’s decision-making process as easy as possible. Once a lead is determined to be sales-ready it will be passed onto the sales team where the transaction will take place. Sales qualified leads will move to the next stage to purchase a product.
All of these stages work together to turn leads into customers and generate sales for your company.
Hope you got complete information about what is next after lead generation. Now you have full knowledge about lead generation. But when going through the process you may commit mistakes. To know some of the common lead generation mistakes everyone makes and how to avoid them, click here.