Running a business can be a challenging, yet exciting process. It is your job to not only reach new audiences, but to ensure that you are reaching your target market, and from there, convert them to paying clients and customers.
But, just how do you do this? In today’s day and age, technology has made it a lot easier to find new audiences and place your brand in front of them. What needs to happen thereafter, might be slightly trickier, as online interaction makes it difficult to establish a sense of trust with a client you might not meet.
However, it is possible, and we thought we would take a look at how you can reach out, connect with and convert your leads into clients. Let’s get stuck straight in.
Provide a Tangible USP
Establishing a sense of trust with a lead is the first step to converting them to paying customers.
To do this, you need to ensure that you are establishing yourself as an authoritative player in the market. So, make sure you continuously have your finger on the pulse of the industry that you are in. Keep up to date with changes, trends, and what your competitors are doing.
Keep innovation prime in your organization. Clients and customers will always be surprised and delighted when you are giving them something they didn’t know they needed. So, keep your eye on new technologies and processes at all times.
It is also really important to monitor what your competitors are doing. All the way from keyword research, to product and service offering, you do not want to fall behind.
If you are in B2B, provide your potential clients with a comprehensive business proposal that highlights all of this. Do some due diligence on your clients and understand the ins and outs of their business and mold a strategy especially for them.
With a tailored proposal, you are more likely to land the client and work out details after the contract is signed. Luckily, there are a variety of free business proposal software options available for you to choose from. These will allow you to effectively convey your offerings to your clients with a comprehensive document.
Have a Deep Understanding of Your Client Base
It is critical to have a deep understanding of your audience and your client base. Map out your client in detail. Know their demographics, their interests, and their behaviors and create a strategy around that.
It is also important to know exactly what is going on in your client database. So, sort and clean your data regularly. You will want to make sure that you not only know who your hot leads are, but that you are targeting them with the right information and messaging to convert them.
Make use of tools and platforms that allow you to effectively manage and sort your client information and data. Having a birds-eye view over your database, and knowing who might just convert can streamline your entire process.
There are several tools to choose from to create seamless B2B lead generation and enrich your existing data. For a while, ZoomInfo dominated the market, but as their prices went up clients started looking into other companies. Luckily, there are a number of ZoomInfo alternatives for you to choose from that provide you with effective lead generation techniques and account-based insights.
Optimize Your Landing Pages
The next thing to look at is your landing pages. Your website is the face of your organization, so you need to ensure that it is absolutely optimized to convert visitors to clients.
Look at the layout of your pages. Do they have enough content on them? Are your images correctly optimized and tell a story about your products or services? Where is your CTA in relation to the rest of the page? Is it below the fold, or is it prominent and stands out from the rest of the page?
A great exercise is to take the customer journey through your site. So, enter from various entry points on your site. From your social pages to your emails and even straight to the product or services pages from organic search. What is the flow of the site and how does the sales funnel appear to your customer?
Provide as much information on your service offerings or product pages as you can. These might not necessarily be above the fold, but a client who is interested will scroll further to see further details. Include details of product or service, using relevant keywords to heighten your SEO ranking.
It is also important to include key aspects of the product or service that your client will need to know here. So, are there shipping or delivery charges? What are the fees for the transaction? What are the shipping timelines like? The more they know, the more likely they are to convert.
Your customer journey is one of the key strategies that you need to focus on from the outset of creating your brand. It’s important to know how you will surprise and delight your customer from the minute they first come into contact with your brand. Optimize each touchpoint to ensure that your key messaging and branding are reflected at each stage.