You’ve got your lead generation strategy working really well, and your site is getting a lot of traffic. People are filling out forms, and you’re converting them into leads . Now what?
Once visitors have expressed interest in your brand, how do you convert leads into full-fledged customers ? With a Lead Conversion process .
Let’s find out together how to build the best lead conversion strategy for your brand.
How to create a lead conversion process
A lead goes through several stages before becoming a customer.
It starts as a simple Lead , then becomes an MQL (Marketing qualified lead) and finally SQL (Sales qualified lead) . Each of these stages must be carefully managed and opportunities must be created to move the contact to the next stage. The lead conversion
process mainly involves four stages:
Collect lead information
Identify high-intent behaviors
Using a Service-level agreement (SLA) to align marketing and sales teams
Building the lead conversion path
1. Collect lead information
Start with the data you already have about your leads and try to align yourself as closely as possible with their needs. Ask yourself where your leads are and how you can reach them.
Can you reach them with a newsletter? On your website? Through messaging channels? Make sure all contact channels are open to your potential customer.
What do the Leads that come to your website do? What problem are they trying to solve? If you can create strategies aimed at solving the problems for which they came to your site, it is very likely that you can convert them into new customers.
If you lack this information, try to obtain it through various tools such as forms , surveys and market research.
2. Identify high-intent behaviors
How do you know when a lead is ready to make their first purchase ? What behavior might indicate this intention ? The answer to these questions is the key information we need to differentiate Leads who are ready to become customers from those who are not.
For example, a Lead who regularly reads your blog posts may be less ready to buy than one who frequently visits the pricing page. Sending a “not ready” Lead to the sales team can be a mistake that wastes time and resources. To avoid this, decide with your team what are the signals that determine the maturity of a Lead ready to be worked on by the sales team.
3. Align your sales and marketing teams
A lead conversion strategy will struggle immensely if the sales and marketing teams are not aligned . The best way to do this is with an internal SLA (Service-level agreement) . This way, both teams will be aware of the metrics, timing, and all the useful information about the leads, in a synchronized manner.
If you want to read more about the importance of synchronization and synergy between marketing and sales functions, we have an article dedicated to the so-called Smarketing .
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4. Build a lead conversion course
A path that aims to convert a lead into a customer does not have a real beginning and an end, since during its entire duration, every valid opportunity can turn out to be a good moment of conversion. To do this, once the various sales and marketing teams are aligned, think of something attractive for the user such as CTA (call to action), landing pages and “tailor made” content .
How to calculate lead conversion
Calculating lead conversion rates is simple enough: just take the total number of conversions , divide that number by the total number of leads , and multiply by 100. The final result is your LCR .
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1. Marketing automation – Implement automation
There are two reasons to use c level executive list data automation: time savings and constant growth . If a lead is interested in a particular product of yours, it is easy to automate a series of follow-up actions . This way, you will bring your leads closer to asb directory conversion with minimal effort, often without doing anything ( automatically ).
With a CRM platform like HubSpot for marketing automation , process automation can be easily set up through the use of ” Workflows “, which are specific paths determined by actions performed by the user on a touchpoint (website, social interaction, email, etc.).
There are several behaviors for which automation processes are particularly effective, for example when the lead:
Check your price list
Schedule a product demo
Sign up for a free trial
It is engaged through email marketing
Ask questions about products/services through chatbots, emails or other channels
Download high-intent offers
If you work well with your sales team on these key behaviors, the benefits are assured in terms of improving your lead conversion rate .
2. Lead nurturing – Grow your leads via email
Email nurturing is the process of creating engagement with your leads through email marketing with the ultimate intent of converting them into customers. In this dynamic, offering high -quality and valuable content is essential.
At this stage, data becomes particularly important. Especially if you think in terms of “tailor made” content personalization . Here are some tricks to optimize this process:
Segment your email list
A CRM platform like HubSpot, thanks to its automation and data collection features, allows you to personalize , segment and activate automatic email flows in response to certain actions. For some ideas and to understand how to create an effective lead nurturing campaign , we wrote another article.
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3. Leverage Social Proof
As leads begin to consider your products or services, Social Proof (testimonials and reviews) can help push them toward purchase. In this process, user-generated content is particularly important , as it creates authority and adds value to the perception of the brand.
4. Lead scoring – Score your leads
Lead Scoring is based on assigning points to actions taken by leads to help marketers know where to place them in the sales funnel. It also helps salespeople better navigate the leads they interact with. Obviously, a well-qualified lead is more likely to become a customer.
Lead scoringIt is a process that can be automated in calculation through the use of marketing automation of CRM systems such as HubSpot. This allows for an automatic passage between the marketing and sales areas for leads ready to be contacted for sales.
5. Retarget through PPC
Retargeting is a great way to reach leads who have already considered your brand but are not yet ready to become customers. Retargeting consists of re-presenting the Leads with offers they had expressed interest in. If
you are clear about the best channel to push retargeting, social (Facebook, LinkedIn, Instagram, Twitter…), website or other, you will be able to recover a high number of potential customers.
Discover the potential of Hubspot.
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How to Increase Lead Conversion
There are different ways to increase the effectiveness of a lead conversion strategy . What we recommend is:
Getting started with analysis
Define which high-intent behaviors to target
Experiment with the conversion path
Automate lead nurturing workflows
1. Start with data
If your lead conversion rate is low, the first step is to look at the data. The first thing to look at is whether the LCR decline is consistent over time or has just started.
By proceeding with this method you can understand what are the causes that have led to the decrease in this value. With so many potential causes, starting with the analysis allows you to optimize the efforts to be employed in solving the problem.
2. Define high-intent behaviors
You may have a low LCR without even knowing it. Or your marketing team may send leads to your sales team without realizing they weren’t ready to convert.
So how do you identify leads that are ready to convert?
As we explained above, only a clear discussion with both your marketing and sales teams, and their general alignment, can help you understand, through objective points, if there are problems.
Even through the lead scoring attribution , which we talked about above, it is possible to limit errors in the passage of leads between sales and marketing.
3. Experiment with the conversion path
When it comes to the lead conversion journey, there is always room for improvement. This is an activity that requires a lot of experimentation. Trying and failing at this stage is very constructive. Each additional experiment will give you back, regardless of the outcome, something very valuable: new useful information to work on.
4. Automate lead nurturing
When it comes to increasing lead growth, there is only one magic word: automation . This will allow you to maintain the same level of personalization with a quarter of the effort and resources, both in terms of money and time.
The advice we have given you will not only save you time but also avoid losing valuable leads. The key to success with lead conversion is to think of it not as a one-off process, but as an ongoing, thoughtful treatment with the right tools. And also the right amount of experimentation .
Your CRM is your growth engine
As long as you keep your CRM data clean and easily accessible , you will be able to increase sales and satisfy more customers. By segmenting your audience, you can isolate exactly which groups of leads, MQLs or SQLs to target and get the right message, at the right time .
