Have you ever proposed to someone on the first date?
If you’re like most business owners I talk to, you are most interested in generating more leads for your business that are ready to purchase from you right away.
But what you may be missing is that most of the visitors who might find your website are actually in the early stages of their buying process. This means that they are actually doing research and they may not be quite ready to “buy now” or “request a consultation” or even try a “free trial”.
Asking someone who is just poking around, doing research to do any of those big commitment conversions at this early stage is just like asking someone to marry you on the first date. I don’t know about you but if someone asks me to marry them on the first date, I’m out of there! And you can be it will be the last date.
So how can you capture leads online and get them into your sales process so you can nurture a relationship with them and eventually have them buy from you and become a paying customer?
Here are 4 Simple Steps to Online Lead Generation
1. Ask for their name first
Someone who just arrived on your website or an article of your blog was likely searching for some keyword phrase on Google and because you have done a great job with Search Engine Optimization on your website. Industries vary but depending on the dollar value of your average order most first time visitors are doing research to help them make the best decision for their needs.
A good example would be online lead generation for a home improvement company or a landscaping business. A typical order size for these types of businesses is $30,000 up to over $100,000. Home owners need to do their homework when making this kind of investment. So on their first visit to your website, rather than asking them to immediately request a design consultation, why not offer them a free guide, checklist or list that will help them in evaluating companies during their process?
Most home owners would think that would be a valuable thing to have and would be more than willing to give you their name and email address to receive it.
2. Communicate with them
Once you have their name and email address, why not start some conversations with them? Email marketing is a beautiful tool when used properly. I’m not talking about spamming anyone. They have given you permission to send them more information when they gave you their email address, so do so.
3. Make deposits in their value vault
What you send them is vitally important. You don’t want to harass them with offers or continuous requests to “buy now” or “book a consultation”. You want to provide them more valuable resources to help them through their decision making process.
This is where you need to get creative. Write a white paper, create a guide book, a free demonstration etc; something valuable that relates to your business and that you think would help them make a great decision.
You have to cater the information to various stages they may be at in the buying process. You should have several pieces of information to provide depending on where they are at and segment your email list according to the stage they are at. You could use software to help you better track who is engaging with what pieces of information so you know exactly where in the sales process they are at and you can target different people based on how close they are to actually making a decision.
4. Live up to the hype
All the valuable information that has helped them make their decision has come from you! You are therefore perceived as the expert in your industry. So who do you think they are going to invite to the table when it is time to make a decision? Sure they may also evaluate some others but your credibility will be through the roof in comparison.
You need to make sure to deliver what you sold them on. Now it’s time to let your expertise shine so they will tell all their friends through social media.
This blog was originally posted by WSI Milton
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