Leads from different levels require different kinds of treatment and content. Bottom-funnel leads are those who are ready to make the purchase, thus it is crucial that you fan that flame so that they won’t lose interest. The question is how do you finally make conversion-ready leads move to being buyers?
In our previous entry, we listed and discussed the pillars of a good lead generation campaign, as well as the best practices you can use to generate leads. One of which is by employing multiple channels to reach out to as many leads as possible.
In this article, we will learn how to capitalize on your leads and turn them into buying customers.
1. Set Off Psychological Triggers
There are several factors people consider before making a purchase, and it pays to know these buttons as well as how to push them. It is fair to assume that as a business, you have to give your leads the product that they want, but it’s also important that you know how to weave the marketing that factors in so that they would want to buy it. You have to be able to influence their psychological triggers, which is basically to avoid pain and to gain pleasure, to make your product more appealing.
a. Add a Dash of Novelty
It is human nature to seek pleasure, and sometimes people find it in places that seem curious and different. Some researchers believe that the human brain tends to crave new information especially when this new information is processed as a reward.
Unless your product is something the market hasn’t seen before, chances are, there is already one like yours existing in the market. This doesn’t mean though that your product can’t stand out. This is where novelty comes in. To make your product more engaging, you can tweak it and add something that your leads haven’t seen somewhere else.
Your product’s edge over competitors doesn’t always have to be a new feature. For instance, if your product is an app, you can update your UI with a fresh layout or new icons.
b. Inspire Curiosity
Despite the wealth of information available to us nowadays, and the convenient ways we can access them, it’s become easier for customers to try new things that spark their curiosity. It is natural for people to fill in the gap between something that they know from something that they don’t. This is something you can bank on, if you want to keep your leads engaged.
Once you have their attention, it is important to keep them curious with your content. Write sensible teasers for content headlines and keep them creative. Some companies would send emails to their leads asking them not to open it just to egg them on.
c. Get Them Excited
Not all clients are keen on having to wait to buy something they need, but many of them do not mind hanging around a bit for an item they truly want. Along with triggering your leads’ curiosity, building anticipation can also heighten their eagerness to see and buy your product.
One way to keep your leads interested is by announcing the launch of a new product on a specific date and put on your homepage a countdown widget. You can also create a pop-up page that invites people to sign up to your mailing list to get exclusive updates on your upcoming launch.
d. Offer Exclusive Treats
In many cases, having a good supply of your products that are in-demand is good for business as it tells your clients that you’re reliable and easy to deal business with.
On the other hand, there is also merit in keeping select items limited edition whether it’s an actual product or a free upgrade to premium membership. Putting up something exclusive to intent buyers will make prospect leads think that the item is of high value, which can make them want to have it for themselves.
e. Make Your Leads Feel Valued
Apart from giving your customers what they need and want, another great way of making them feel important is knowing what they have to say about your product or service. Clients like giving their input because it makes them feel significant to the improvement of something they already benefit from. Make feedback channels available to your clients, whether it’s a dedicated email address, social media, or a contact form on your site.
2. Guide Your Leads to Conversion
These days, many businesses are encouraged to maintain an active social media presence to attract more leads. You may be doing this already but it’s equally important that you give your followers a good landing page that will guide them to conversion.
Scheduled posts and links on Facebook make good for updating your leads, but you can also add a separate tab on your profile devoted to email sign ups. If you’re on Pinterest, you can also post creative images that will direct them to your sign up page.
3. Value Your Leads’s Time
Apart from money, your leads’ most prized investment is their time. This is why it’s important that you value their time by responding to inquiries as soon as you can. Making them wait can cause them to lose interest. The next thing you know, they’re already asking your competitor the same questions they sent you.
Do your best to respond to inquiries the soonest possible time and be engaging. In cases where the leads have little knowledge about your service, offer a background that is easy to understand or send them a beginner’s guide. This way, you can already establish that you’re attentive to their needs and that their time is appreciated.
4. Respond to Leads Right Away
Some entrepreneurs are apprehensive about replying to inquiries right away for fear of giving inaccurate information. But apparently, it is more crucial for leads that they get a response in the soonest time possible instead of waiting for a long, detailed email answering all of their questions.
The key is establishing a connection right away so that you keep your leads’ interest. You can do this by calling your prospects after you’ve received the inquiry, and follow up through email for the rest of the details. Ask your leads about their concern or their business, as well as their needs. By doing this, you can earn their favor while also qualifying them as leads.
5. Rank Your Leads
When it comes to lead generation, there are times when quality is better than quantity. As such, you need to determine the leads that are ready for conversion, so that you can offer them the right type of content and approach.
Create a system that will help you identify which leads are conversion-ready and has the best potential to buy. Once you’ve singled them out, you can start providing them content meant for bottom-funnel leads.
6. Create Content for Middle-Funnel Dwellers
As you devote time converting bottom-funnel leads, don’t forget to nurture the ones in the middle of the funnel. These leads are fairly crucial to your sales. They may be ready to purchase soon, but they need stronger engagement through informative content.
To hold their interest, create and develop how-to articles, tutorials, and guides. These materials will make your leads see you as an authority, and this impression can push them to finally convert.
7. Study Patterns and Measure
You’ll know your middle-funnel content is working once you start gaining traction, and this kind of effect will help you plot your next batch of content. See which pieces get shared the most, as well as those with comments.
While it’s recommended that you keep on doing the techniques that attract leads the most, you can keep the ones that didn’t work in the backburner and study them for later. You should also take note of the industries that respond to your content, as well as their economic status and audience profiles. These data will give you ideas for your next content as well as where to promote them.
When designing content for your bottom-funnel leads, always keep in mind that while your goal is to sell, you still have to nurture them through follow-ups. You’d want to make them do a repeat purchase so it’s important that you keep them updated for more news, as well as ask for their feedback.