Stop focusing on lead generation.
Say whaaat?? Are you mad Kelli?
Notice I said focusing rather than stopping altogether. In the startup phase, especially for unfunded businesses, it is highly likely and massively reasonable that you gravitated towards free and low cost lead generation and marketing strategies such as posting on social media groups, testing small ppc campaigns, blog posts, collabs with other people, networking and more. You have grown to a reasonable size and have probably built a list which you may or may not send regular communication to. This is all good stuff.
You have done well starting many relationships, opening conversations and finding potential clients as well as converting a ton of them. Nowt wrong with that!
But, due to the attention always being on business development many business owners overlook the potential to nurture their existing relationships. They are filling the funnel daily with new potential leads but letting too many fall straight through the bottom by overlooking the ones who do not convert straight away.
It is a fact that as you build your audience you will capture the attention of many who are not quite ready to buy your services, who may need a little more information or need to see you and your brand a few more times before they take the plunge and part with their cash.
They may like a taste of what you have to offer first, no one likes to buy a lemon after all.
So by creating systems for capturing and nurturing you give yourself a second, third or fourth opportunity to make a sale.
For some companies such as e-commerce, it could be as simple as reminding the viewer where they saw those beautiful pair of shoes after they abandon their cart. With high ticket items such as events people sometimes need to be wooed into the sale, they need to see your brand and event in a positive way a lot more than once before they invest in you (Until you are the size of Tony Robbins or Grant Cardone .. then there is the ‘shut up and take my money’ hysteria). And when you are attracting cold leads to your website but your conversion is low you need a way of bringing them back.
These are just some examples of where you can start using data to drive a more effective campaign.
To do this you will need .. systems! Yes, systems!
The amount of *Dynamos that switch off when I talk systems is unreal. But I get it. You like to create and are always pushing forward. You feel uncomfortable and feel that sorting your systems now is like taking a step back… and dare I say it a little bit boring. I honestly get it.
But, imagine a world where instead of converting 1 in 50 people you meet on the internet, you could convert say 5 in 50.
Does that sound like a step back to you?
So why aren’t you doing it?
Businesses who nurture leads make 50% more sales at a cost 33% less than non-nurtured prospects. (Strategic IC, 2017) (Source: https://www.hubspot.com/marketing-statistics)
80% of marketers using automation software generate more leads. (LinkedIn, 2016) (Source: https://www.hubspot.com/marketing-statistics)
66% of buyer-intent keywords are paid clicks. (Clever Clicks, 2018) (Source: https://www.hubspot.com/marketing-statistics)
Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine. (HubSpot, 2016) (Source: https://www.hubspot.com/marketing-statistics)
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