If you’re trying to convert leads into sales effectively, you need to invest in lead nurturing. It’s important to ensure that you keep leads engaged from the beginning of the nurture campaign until the very end.
In this guide, we will pinpoint the most common lead nurturing mistakes that most marketers make and how to avoid them.
Lead Nurturing: What Is It?
Lead nurturing is not just a new, edgy term that modern marketers throw into their proposals. Rather, it is an important process that can significantly increase your conversion rate.
Simply put, lead nurturing involves developing a close relationship with your leads and directing them through the buying process. Think of lead nurturing as the “talking stage” in human relationships. You meet a potential customer and then spend the next few weeks or months building up a relationship with them before popping the big question.
A large percentage of your current leads are not ready to make that purchase decision just yet. They need more information and further cajoling. You have to think about a landing page content, maybe even hire a college essay writing service. You can’t just pop up in their faces, screaming, “Here’s our new product!”.
Instead, you should develop a more subtle strategy that involves sending them relevant, targeted content to spark their interest and eventually sway them into buying your product.
Why is Lead Nurturing so Important?
Statistically, about 57% of marketers view lead nurturing as the most important aspect of conversion. But why is this so?
Usually, when a business focuses on lead nurturing, they make up to 50% more sales. This is because most customers tend to purchase more products if they already share a relationship with the brand.
As such, it’s not enough to term yourself an “I see all leads” marketer after generating a few leads. You also need to put in the work and nurture those leads if you’re looking to convert them to sales.
Common Mistakes to Avoid when Converting Leads into Sales
Now that we have covered the basics of lead nurturing and why it is important for every e-commerce business, let’s address the common mistakes you should avoid during lead conversion:
Mistake 1: Leaving out a lead nurturing email campaign
Let’s admit it: email marketing campaigns imply an additional burden (both financial and mental) to business. But then, building an effective lead nurturing email campaign might just be the key you need to convert leads. With a targeted email campaign, you can compel your leads to make a final purchase decision and erase any doubts they may have.
Picture this scenario: a potential customer visits your e-commerce website to “window shop.” For an unknown reason, they decide to leave the website. Maybe the product was too expensive. Or maybe they just didn’t have enough information about the product. So what do you do? Do you just let them leave like that?
To ensure that you don’t lose any lead, start by getting them to subscribe to a targeted email marketing list. You can do this by integrating email pop-ups on your site. This pop-up app also integrates several email marketing tools, such as Mailchimp and Zapier, making the entire campaign easier for you.
Once they have successfully subscribed to your list, you can then go on to map out a campaign strategy, follow through with it, and then monitor your lead nurturing campaign.
Mistake 2: No follow-up
According to research, up to 40% of leads are usually not followed up. This can be detrimental to the growth of any e-commerce company. When a prospect views or expresses interest in a particular product, it’s not enough to just assume that they will eventually make a decision. You also have to get in touch with them to remind them of their cart.
To avoid losing leads and leaving money on the table, try using automated follow-up tools like Olark or Followup.cc to track prospects and turn them into buying customers.
Mistake 3: Failing to research
The research stage is the one that should never be skipped. If you’re trying to convert a lead to sales, you should research your prospect to ensure that you know everything about their persona and buying habits.
A great way to get this bit of information is by using a free online form builder. This tool can help you to create customized professional forms with several post-submission options.
With this tool, you can easily create surveys for your prospects and ask them to fill out certain information that may give you insight into their buying behavior.
Pro Tip: If you’re asking your prospects to carry out a survey, attach a mouth-watering incentive such as a 10% discount or free delivery. This will help to speed up the conversion process and make leads more willing to participate in the survey.
Mistake 4: Not having an effective sales pitch
Your sales pitch is the final key to converting leads into sales. If it isn’t strong enough, you’ll find your leads slipping through your fingers. But how do you create a compelling sales pitch?
For starters, you need to define why your product is better than your competitors’. Is it cheaper? More efficient? Demonstrate why prospects should choose your product over other options in the market.
Next, ensure that your pitch delivery is top-notch. If you are launching your pitch on your website or page, you could hire a professional copywriter to draft it for you. This way, you can ensure that you’re dishing out a stellar pitch.
Transforming leads to sales is majorly dependent on how well you nurture your leads. However, there are several marketing mistakes that could cost you a lot of leads, and we have outlined them above. Once you avoid these pitfalls, you’ll be well on your way to achieving lead conversion.
Guest Article by Amanda Dudley
Amanda Dudley is a lecturer and writer with a Ph.D. in History from Stanford University. After earning her doctorate in 2001, she decided to pursue a fulfilling career in the educational sector. So far, she has made giant strides by working as an essay writer for EssayUSA, where she delivers high-quality academic papers to students who need them.