Why Focusing On Engagement, Not Leads, Helps Grow Sales
Everyone wants to boost their pipeline- the number of clients they have, the number of leads they get, and the number of conversions they make. The problem is, many companies aren’t seeing their pipeline velocity rise in the last few years. Why? They are sticking to outdated tactics and strategies for nurturing leads, which means that their revenues have taken a hit..
So how can you grow sales? You need to focus on engagement with your target accounts, not on leads. At MRP, we have spent quite a lot of time working with companies to help them improve their lead generation strategies – and we’ve come up with proven ways to nurture leads through engagement.
Your Website Needs To Encourage Lasting Relationships
The best thing to do to help grow engagement with your potential clients is to know why they are looking for your products or solutions and how you can help them with their pain points. To do this, you need to track and analyze their behavior while on your website. Documenting and understanding behavior can include (but is certainly not limited to) discovering what they do, where they look, and how long they spend on specific pages. But it can include even more – it can consist of how they got to your website, what search terms they used, and even if they’ve tried other solutions before yours. If you know this, you will be able to understand where to focus your energies towards the common goal: fixing the pain and making the sale.
Many strong leads start from your website, so you have to offer clear cut, valuable, enticing content. Do this by adding ebooks, webinars, videos, blog posts, or infographics. The more you can demonstrate your expertise on a specific pain or product, the more likely your leads will make a purchase then and there or the more likely they are to return to you.
Don’t Give Up If Someone Leaves Your Website
At the same time, you can use remarketing strategies that allow you to track a lead that begins a search on your website but does not go through with a sale that day. From that point, your advertisement will show up on other sites just to remind that person that your product exists. They are reminders for when they are ready to make that purchase. You have to ensure that the content is targeted and enticing to your lead, reminding them of why your products or services stand above the rest.
Form Relationships Via Social Media and Email
One of the most powerful tools companies have in their arsenals is email marketing. Using email, you can put your offers, valuables, and products in their inboxes on a daily or weekly basis. Create drip campaigns with highly targeted materials or create triggers around certain events on your website. Alternatively, you can individually email leads that are particularly important. Email can help you to warm up leads or seal the deal if used correctly.
Another way to form a relationship is to engage with leads on social media. You can do this by having a social media platform that responds to comments and messages, creating promoted advertisements, or adding links to your valuable content. Make sure to tackle all of the biggest social media websites, including Facebook, Twitter, or Instagram. The one that will work the best for you depends on your products. Once again, you have to make sure that you actually use these resources if you have them: a social media account that you do not regularly monitor can work against you.
Make Sure All Engagement Is Productive
The one thing that you absolutely have to do is ensure that all engagement is leading you toward that final point: conversion. To do this, you need to have information that can move the process forward quickly. By skipping over some of the “getting to know you” stage, you shorten the sales cycle and better preserve your resources.
With the technology from MRP, you have the chance to understand your targeted clients better, see why they need your products or services, and even how to connect with them. To find out more about services, connect with us today.