Lead generation is a necessity for any company looking to grow. If, however, you aren’t converting those leads into clients, then there isn’t much point, and you may as well be investing money in pictures of cats wearing funny hats (okay, maybe not). Let’s back up and define our terms: a lead is simply an entity that has expressed any sort of interest in your business/services. This is a far cry from actual client acquisition, that is, someone making a purchase or subscribing to your service. Did you know, though, that it’s not always healthy for your business to be constantly converting leads into acquisitions? Read on to learn why, and find out what your company’s lead temperature is right now (so you can turn subscribers into clients faster).
Leads or Customers?
Interestingly enough, not every business wants an onslaught of clients knocking on their doors at all times. It could be that it’s the busy season or the middle of a changeover in the company. Whatever the reason, companies will sometimes prefer to have a wide base of leads, relying on this lead generation to slowly develop into more concrete acquisitions later on at a more appropriate time. You need to ask yourself a few questions to figure out where you are holding and what marketing tactic would work best for your company at this point in time:
- What’s our niche? Who are we targeting?
- What benefit or service can we provide these clients?
- What is our annual growth percentage goal?
- With what frequency do we need to acquire clients in order to meet these goals?
Once you know who you are targeting, what you have to offer, how many deals you need to be making and how often you need to be doing it, you can gauge your lead generation to conversion needs properly.
Say That Again, in English, Please!
Let’s take a step back and use an example to clarify this process. Let’s say you need to close twelve deals annually in order to see a gross revenue that reflects your growth projection. If that’s the case, you’ll need to close one client a month to meet your annual goals. This means you can have a slow and steady lead generation to conversion process that will allow you to nurture your leads more directly, subtly and smoothly. Obviously this is an oversimplification, but the idea remains the same: keep your marketing campaigns in line with your business objectives.
How to Get Subscribers & Convert Them to Clients in a Nutshell
Knowing how to handle leads can make the difference between acquiring a true client and letting the lead run cold. Here are a few things to keep in mind when nurturing those important leads:
- Know your clientele. Who are they? Where are they? Do your research, and create a profile. Once you have the ideal client in your mind’s eye, define their needs (the ones that you will be targeting/resolving).
- Know your product well enough to accurately describe what you can do for your ideal client. How can you make their problem go away?
- Track, research and take notes on everything. This will give you good feedback on what worked and what needs work for the future.
Are you interested in growing your client base? Do you need help generating, managing, tracking and organizing your leads? Get started today by exploring Optinize’s unique intelligent subscriber platform. We’re here to answer any questions you may have!