Did you know it costs £300 to £500 to qualify a sales lead offline, versus about £30 online? While it’s true that the conversion rate is lower for online prospects at 18.5 percent compared to 40 percent for offline leads, you could still close more deals by spending less time and money on finding people potentially interested in what your company sells.
Even more encouraging, closing the deal or moving a prospect further down the pipeline increases by 340 percent when a salesperson follows up within the first hour. So, how do you increase sales and find these people? Keep reading.
They Show Up at Your Website
Having a strong online presence is a passive way to find new leads, but it is vital nonetheless. If people learn about your company’s products or services and then can’t find a website when they search for one, they may write you off as amateurish. Besides increased credibility, a company website or even your own personal sales website brings people to you instead of you having to go out and find them.
However, it’s important to work with a marketing company to optimise your site for search engines and to frequently publish new content. The more you publish, the more Google and the other search engines index your site and conclude that it’s fresh and relevant.
They Download One of Your Free Products
Who doesn’t like to try before they buy? By offering a free product download, such as an eBook or a podcast, prospective customers can learn about your products and organization with no obligation. While you hope they follow through with a future purchase, there is something about getting a free download without having to listen to a sales pitch that appeals to people. They expect to list their contact information in exchange for the free product, but this gives them more control.
A cardinal rule in offering a free product download is that it should relate to the products people must pay to receive. Even so, you should offer a high-quality item that can stand on its own merits. You can – and should – follow up to see if the prospect has any interest in your paid products.
They Click on One of Your Ads
Online advertising options like Google AdWords and Facebook are a budget-friendly way to increase traffic to your website and your free download. To get the greatest return on investment for these and similar products, it’s important to choose keywords carefully to target specific website visitor demographics. As an example, regarding how to effectively manage diabetes, you would want to target people who recently searched for anything related to this chronic health condition, particularly if you sell things like testing kits.
Keep in mind that not everyone makes an ideal customer for your product or service, nor would you want ads with that broad of an appeal. The more you know your audience, the easier it becomes to create ads for them. This is another area where you might want to work with an experienced marketing firm.
They Read Your Newsletter or Blog Post
Professional sales training programs teach that content marketing should be a major source of new leads for good reason. Sending out a newsletter to all your subscribers keeps you fresh in their minds. Additionally, it provides people with useful information they can apply to their everyday lives. You should never send a newsletter just to advertise since most people won’t read it. The way to get their attention while subtly promoting yourself is to send them relevant articles. You can re-purpose this content later into a blog post for those who prefer to do their reading online.