The call to action button should speak directly to your prospects and leave them no choice but to click.
Inspire Action: 3 Ways to Convert Email Leads into Sales
You have begun to receive those magical little email addresses in your email manager. Congrats! Ideally, you would like for the people behind the emails to become customers. Because of your irresistible lead magnets, compelling website, and calls to action, you are creating an audience of people who are generally interested in receiving more information from you. So, what is the next step?
1. Build a Relationship
If you have received an online form from your website, someone has taken the time to complete this form on your Contact Us Page, or anywhere else, this is your opportunity to begin a conversation with that potential client! This is a LEAD, and you now have an opportunity to convert this lead into a sale! You can now begin a dialogue, answering their questions and inspiring trust. It’s up to you.. if you received that contact form, go get’m, that’s what you want: converting a leadto a sale can often be as simple as following up… so FOLLOW UP!
Through effective email marketing, relationships are built that will eventually translate into new customers. Only around 10-25% of email communications with your leads should be sales-oriented. The remaining percentage should focus on strengthening your relationship with your audience and establishing your business as a primary source of industry specific information. Including value added offers are a great way to build trust with prospects:
- White papers
- Tickets to events
- Ebook downloads
- Other resources
Once you learn about your new leads and their needs and interests, you will be better able to meet their future needs.
2. Don’t Give Up
Developing a conversion plan is essential. Relying on one single email will lead to disappointment. Leads like to be courted. Expect the majority of your leads not to respond. If they have not unsubscribed from your emails, they are still an interested lead. A few tricks for encouraging more response are:
- Resend emails with different subject lines.
- If your leads do not respond by acting, reword the email highlighting a different incentive to act.
- Repackage content in different formats such as infographics, visuals, videos, etc.
- Send emails at different times of the day.
Perform testing and try many different approaches in an effort to reach your audience in the way that they want to be reached. Remember…you worked hard to earn these leads so don’t give up.
3. Learn More About Your Leads
If your call to action only requested an email address, try to learn more information about your lead. Behind that email is an actual person. The more that you know about that person, the more likely you are to convert the lead into a customer. Here are a few ways to get more information from your leads:
- Facebook Lead Ads. Once you have an email list, you can target your list through Facebook and generate a lead ad. With Facebook’s lead ads, customers can easily provide their information, including a phone number, without leaving Facebook or completing the form. The form is auto-filled and delivered directly to you.
- Offer a Sweepstakes. Create an email that offers a sweepstakes for a gift card. In order to enter the drawing, leads must complete a form that includes a phone number.
- Conduct a Survey. Surveys are a great way to learn more about your prospective customers’ needs as well as glean a bit more contact information.
Once you have a phone number or physical address, you have one more way to reach out to your lead in a personal way.
Leads are the key to your future business growth. Growing your email list should remain a marketing priority, but do not forget to schedule time to invest in those leads. Your leads are tomorrow’s clients.
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Your website is so much more than your virtual storefront or professional portfolio. Powerful small business websites are also used as lead generating tools that can account for a large percentage of new business. Every business website should accomplish two primary lead capture goals:
- Inform your audience about products, offerings, and value.
- Capture leads from prospective clients.
We promise that it isn’t complicated and you can make it happen on your website. Here is how:
Calls to Action for Lead Capture
Integrate call to action boxes anywhere that makes sense. Slider images should include a strong call to action such as, “Receive Our Interesting Stuff” or “Learn More.” If your website does not ask for an email from visitors, you are missing out on a valuable opportunity to collect an email address that will open the door to a new client. Do not be afraid to include a thin banner through a web page with creative call to action boxes.
A lead magnet is an irresistible offer that website visitors willingly provide their email address to receive. The offer is carefully developed in order to attract and target a specific audience that has a high likelihood of converting into actual sales. Lead magnets include the following ideas:
- Analyzer Tool
- Instructional Video
- “How To” ebook
- Live consultation
- Coupon or other discount
- Free sample
- Quiz or survey
- Free trial
- Sweepstakes entry
When websites include side bar boxes offering irresistible content or tools, the email leads will begin to pour in. And these leads are eager and willing to learn more, do more, and be more. Take advantage!
Landing Pages for Lead Capture
Once you have developed a few high value offers, landing pages can be used to generate leads that convert. Landing pages are clean, very specific web pages that have the sole objective of capturing a lead. They rarely include navigation buttons and they are clear about what the ultimate goal of the page is: Exchange an email address for a valuable offer. Landing pages can be created as part of your existing website or can be created with separate urls.
Pop Up Boxes for Lead Capture
Businesses who include pop-up boxes on their websites experience a lead increase of up to 600%. That number is difficult to argue against. Yes, pop up boxes can be annoying, but they work. A few ideas for reaping the benefits of a pop up box without disturbing your visitors are:
- Present a pop up box at the end of the content.
- Introduce a pop up box when the visitor indicates that they intend to exit the site.
- After the page scrolls, slide in a pop up box.
- Add a pop up sidebar that does not cover the content.
However you choose to implement the pop up, make sure that you use it as an effective tool to generate leads.
Now, USE THE LEADS!
In an online environment where businesses are paying hundreds of dollars to acquire one email lead, what is the value of your lead? The answer is ZERO! Unless, of course, you take advantage of the lead. And then it can be worth thousands.
Behind the email leads are actual people who are eager to speak with you and learn more about your product offerings. These leads are your best opportunity to create a sale from a lead.
Use your new email leads to reach out, connect, develop relationships, and ultimately, cultivate an ongoing, profitable relationship.
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