Part of fine-tuning your marketing strategy is being self-aware enough to admit when it’s time to make a change. Lead generation is all about managing a fertile pipeline; without the right tools and training to do so, you might be coming up short over and over again for reasons that are entirely avoidable. For all you know, you might be running into the same problems without even realizing what’s wrong with your approach. Part of carrying a quality lead across the finished line is learning what mistakes you’re making, and doing what it takes to correct them. In this blog, we’ll talk about some of the more common mistakes that salespeople and marketers make when trying to nurture outbound and inbound leads.
Let’s say a prospect has already proven tough to get a hold of, or not overwhelmingly interested in what you have to offer. It’s justifiably frustrating, but your approach can make the difference between turning that lukewarm lead into a hot one. Don’t get discouraged; give your prospect the benefit of the doubt, and make sure you’re maintaining a positive attitude. The last thing you want is to call it quits before you’ve even run the race.
Experience has taught you that a lot of sales calls don’t last very long. And while a lot of prospects hang up the phone fairly early on, that doesn’t mean you should blurt out every thought you have without breathing in-between words. Slow down your speech, and make sure you’re getting your point across clearly and effectively.
While this might seem like an obvious one, you’d be surprised at how frequently salespeople mess up this part of the process. Don’t talk over your prospect, and make sure you’re actually hearing what they have to say. Once they’ve said their piece, it’s much easier to respond with a logical answer that should be far more applicable to the problem they’re describing.
We’ve all been there before—mispronouncing a prospect’s name can be exceedingly awkward, and make for an uncomfortable sales pitch. Before you dial the phone, learn as much as you can about your prospect, their business, and the services they offer. The more prepared you are, the more professionally you’ll come across.
You might be under the impression that a gatekeeper is just a stepping stone to the decision maker you’re trying to reach, but often times they’re a lot more than that. One bad interaction with a gatekeeper can put you at a significant disadvantage; they can frequently function as the eyes and ears of the person you’re trying to pitch, and have more sway than you might think.
Sure, you can promise your prospect anything in the world; but, if you can’t make good on it, you’ll end up a lead shy of where you should be. Don’t oversell what you’re offering. The last thing you want is for a deal to fall apart at the last second due to a prospect feeling as if they’ve been misled.
In outbound marketing, you reach out to a lead in hopes that they’ll express interest in your products or services. In inbound marketing, you release content that attracts leads to your business. If you want to attract the right potential customers, you need to tailor your content to fit your target audience. Your written content should incorporate keywords your target audience commonly searches for and address common pain points they experience.
Once inbound leads land on your content, they typically take one of three actions. The first, which you should strive to avoid, is immediately leaving your website because your content doesn’t fit their needs. The second is reading and watching your content without taking action. These leads might come back to your site and fill out a form in the future, but you have no way of directly nurturing them towards a sale until then. Ultimately, you want your leads to take the third action—sharing their contact information.
If you want users to stay on your website and get in touch with your business, you should organize your site in a way that intuitively guides them to their desired information. Once there, your high-quality content and call-to-action statements should compel them to reach out.
When inbound leads share their contact information, some are ready to make an immediate purchase. Others may require a few weeks of nurturing. As soon as a lead reaches out, you should research to see if they’re a good fit for your business before employing the same nurturing strategies you use for outbound leads. Depending on their needs, you can send them a piece of marketing collateral, follow up with a personalized email, give them a call, or do all of the above.
The more methods you use to attract inbound leads, the better. Your ideal leads may not find you through a Google search, but they might happen upon your social media profile—or vice versa. To increase your sell rate and perfect the prospecting process, you need to diversify your inbound lead generation strategy.
There are many ways to attract inbound leads. You can flesh out your company website and add search engine optimization to each page. Additionally, posting blog posts to your website and publish videos to your company’s YouTube page can help you drum up interest in your business. Your social media profiles can also be powerful lead generation tools if you connect with potential customers and post content regularly.
Make Your Lead Generation Strategy Count With Abstrakt
If you’re having trouble getting in the room with the prospects your business needs to grow, it’s time to diversify the way you market your brand. Abstrakt specializes in appointment setting services that turn warm leads into long-term partners. Reach out today, and see how we can optimize the way you prospect.