Inbound Lead Conversion Strategy for New Businesses

By Luke Worli posted 05-18-2021 01:09 PM

  

Starting a new business can be overwhelming, especially when things get busy. However, once the initial hubbub quietens, where are you going to find customers? Even with a loyal set of repeat clients, you need new customers to maintain a business growth trajectory. 

Achieving this takes more than a fancy website and some catchy marketing. It is about changing website visitors who browse but do not buy into loyal, paying customers. You need an inbound lead conversion strategy to make a success of this. Here are some basic strategy elements:

Derive a lead conversion process

This is where you lay out the strategy for creating leads and converting them into sales. Start with your webpage, designing an eye-catching landing page adding images and videos that enhance the user’s experience. Include multiple call-to-action buttons for customers to click if they want to make a purchase. Use social media posts to link potential clients to your site.

Collect potential customer information by asking website visitors to leave their contact information. Using a call tracking service from Dial800, ensure that employees contact and nurture these leads. A call tracking service also allows you to record calls to use in customer service training programs.

Start marketing directly

Use your lead database to start preparing direct marketing materials, such as emails. One of the most effective ways to do this is by offering them a small discount on something if they return and buy something. People love being offered an initial discount, bargain, or two-for-one special. They are likely to return for repeat business.

Once a lead converts and makes a purchase, make immediate contact via phone or email. Use this chance to thank them for buying from your business, asking if they have queries or concerns, and whether they would like to continue receiving updates about your company and any promotions you might be running.

Regular follow-ups

Do not leave the relationship with a converted lead to one conversation after their initial purchase. Remain in touch with these customers via email or phone calls. These help you remain connected with your clients and make them more likely to refer you to someone else.

Many buyers are prepared to pay a little extra to get great customer service and after-sales support. Maintain your connection with each client to build their loyalty and keep them coming back for more.

Automate

The work above might sound like a time-consuming task, but there are ways to speed things up using available technology. For example, an email thanking a customer for buying something does not need to be typed each time this happens. Have a process automated whereby an email is automatically generated and sent. However, ensure that this email is addressed to the client by name.

Segregate your leads into categories according to their similarities. For example, use website analytics to determine which parts of your website they visited and how close they came to buying something. Did they put something in the basket and then abandon the transaction? These leads are more important than those who left the site within seconds.

Let people do the talking for you

It is hard to persuade someone to buy something sight unseen from a website. People are cynical and inclined to wonder if they will get what they pay for if they get it at all. Alternatively, they might just need one final nudge to get them to buy your product.

Testimonials from customers help in this regard. They put faces and names together with your products. Buyers are still governed by recommendations from others. Customers’ comments and experience with your company will persuade others to make that purchase.

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