Convert That Lead To A Customer!
How many times have you and your company conducted direct marketing campaigns and received leads that respond to that advertising? It feels great when you have highly qualified (and sometimes, sadly, not very qualified) leads respond to your message. You know your advertising is working, and you have opportunities to add new customers to your organization. It is exciting—and could be profitable!
Obviously, for many organizations, running advertising to drive responses to the company is the core to their business success. It is how they get new clients and drive revenue to grow the business. They are a slave to direct response. The key, though, rests not necessarily in the advertising, but, in what your company does after the lead arrives: Convert those leads to clients, and then, sell more, ongoing, to those clients.
This is all about strategies on converting that lead to a client. That means this whitepaper is about maximizing the Return on Advertising. It is, simply, the one thing companies do very poorly, over and over again. They spend money on advertising, with great thought put into how to attract leads and message and placement of ads—then fail to aggressively work the leads that come in the door, stinting their return on advertising investment. It is common, your company is not the only one, with so much time and money spent on the front-end, and little thought on what will happen after-media.
And, sometimes, organizations, and many, have been known to terminate their advertising consultants because they, the organization, are not gaining enough customers from the ad campaigns. Silly, because, sometimes, the ad campaigns may be perfectly fine. It is what happens after the lead contacts the organization that pales.
Many times, it is not the advertising consultants fault. And, it is not about the lack of gaining customers. Instead, it is about converting those leads into customers—and doing a better job at doing that.
So, with that said, let’s go into it.
There is a simple premise to convert leads to customers.
First, you need a package of methods to compel their interest and drive memorability. Newsletters, email touches, webinars, social media contests, discounts and promos’, etc. Leads need to feel involved with your company. Otherwise they will go elsewhere until they feel a nourishing involvement. Leads have no love for your company, the initial touch is a first-date, there is no responsibility. So, you have to create that involvement by creating a plan. Deciding you are going to close each lead on their first call to your company—or let the lead disappear—is NOT a strategy.
Second, you need to touch your leads, all the time, fast and early in the process. You can’t abandon the lead. The lead contacted you and asked for information—or showed an interest. You must touch them, nurture them, consistently, to drive recall and brand. If they are going to buy on the sixth touch, you can not, like so many companies today, stop on the second or third touch. You need to give your advertising dollar every opportunity of being successful. When you convert 12% on radio and TV or online it means 88% of your budget is being thrown away. By calling often and staying engaged often, you can bust that 12% much higher.
Most companies abandon the lead; the future customer; and of a valuable piece of data your organization paid to acquire. Through a multitude of different methods, the repetition is critical. Otherwise, you simply entice the lead with information on your company, but abandon them before they decide what their final decision is going to be.