How to Convert More Leads into Paying Customers

Business, Marketing

Most companies spend significant time and resources attracting prospective buyers to their website. But what then? Getting somebody to come to your website is only the first hurdle (and no one wants to fall at the first hurdle).

Converting leads into customers requires more than one approach, known as lead nurturing. Which can be simplified by saying it’s about sending enough of the right messages, at the right time, to the right people, so you can influence their buyer journey.

In this article we talk about aligning your marketing funnel and buyer stages, and shed some light on four key elements of effective lead nurture campaigns.

1. Think Buying Cycle

The buying cycle is a long and winding road (thank you Paul). It can also be never-ending if you don’t understand how your customers experience their buyer journey.

You can break down the buying cycle into six stages:

  1. Awareness
  2. Consideration
  3. Evaluation
  4. Decision/purchase
  5. Customer experience
  6. Brand advocate (hopefully)

Each phase has its own unique considerations for content creation. Here, we’re looking at stage 2, which can get overlooked, but is key for getting customers to part with their hard earned cash.

A B2B buyer journey is different to a B2C customer experience, and therefore a different approach is required.

To get your messaging right, you need to understand the different phases of the buying cycle, and how to create content that addresses each phase, as well as provides opportunities to move them closer to the sale.

A good Customer Relationship Management (CRM) system will provide tools to set triggers, so you can alert your sales team when a prospect’s engagement level indicates they are warming to you.

Tools you will need: CRM, lead capture mechanisms, an open mind.

2. Create Engaging Content

Creating engaging content is easier said than done, but it’s crucial to your lead nurture campaigns. Content marketing is essential for turning leads into buying customers.

But how do you know what kind of content will work best? And more importantly: how do you make sure that it’s actually moving readers along their path toward purchasing?

Well, this comes back to the foundations of any brand strategy; having a deep understanding of your ideal customer. Including knowing what their challenges are and how you can win their trust.

By crafting your topics and the corresponding Calls to Action (CTA), you can track prospect engagement levels. Which will indicate they are moving from consideration to evaluation for example, and therefore will benefit more by being sent a testimonial video rather than a how-to article.

Using a content calendar, you’ll be able to schedule blogs, videos, social posts, guides and emails (to name a few) that align with your buyer’s interests, needs, and pain points. This will help you build trust and create that all important emotional connection.

Tools you will need: Trello/spreadsheet, CRM, social platforms, content creation tools.

3. It’s Time to Get Personal

Do you find that many of your marketing messages are just not as effective as they used to be? This is down to one simple reason: they’re getting tired of the same old messaging that is not relevant to what they want or need.

The answer is better personalisation.

The modern customer has high expectations and even higher demands on their time and inbox. So, the more you can do to make your messages relevant and of value, the more likely it is that they will get noticed, read and actioned.

Even if you have an email list of tens of thousands of people, it’s important to remember that each person has their own unique interests and needs.

A modern CRM system will give you the tools you need to collate personalised data from your leads. Including content engagement, website activity and buying habits.

Using this data will enable you to segment your contacts in order to personalise your messaging. This level of personalisation means more relevancy and therefore more engagement.

Tools you will need: CRM, content creation tools.

4. Automate Your Marketing Funnel

Your marketing funnel can use email automation to nurture your leads at each stage of their buyer journey.
66% of B2C companies and 91% of B2B companies say email marketing is their most effective lead nurturing strategy.
Using an automated drip campaign that sends emails at set intervals will enable you to stay in touch with prospects and keep them engaged – all on auto-pilot.

Now, don’t go all salesy with your email messages, especially you B2B marketers. Sharing valuable insights, hints, tips and hacks which address your customer’s pain points will tick a number of engagement boxes. It will:

  • Enable you to share your brand personality
  • Mean you can increase brand recognition
  • Allow you to demonstrate your expertise
  • Keep you top of mind for when prospects are ready to buy

It’s the clever data acquisition and automation tools that will enable you to send the right message, to the right person, at the right time. Receiving helpful, well timed messaging will be welcome and enable you to build trust.

Tools you will need: a CRM and a little bit of know-how.

Remember we spoke about personalisation?

Well, it’s the marketing automation tools that allow you to track and measure your customers’ interactions with your brand. Giving you insight into what they’re interested in and how they feel about your product or service.
With this data, you can create new personalised messages that will move them further along their buyer journey, inspiring them to buy!

There is no typical buying cycle. However, once you map out your customer’s buyer journey, you can identify the process required to move your prospects from new lead to paying customer.

In closing, turning leads into paying customers is all about making the most of every touch point. Providing prospects with a way to take the next step towards making you their go-to provider.

Need help? Get in touch, we’re here to help.


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