So, your latest marketing campaign is finally up and running, but through the first couple weeks, isn’t producing the expected results. That doesn’t mean it’s time to hit the panic button. Not everything is as easy as it looks—from winning marketing strategies to giraffes walking on tightropes.
Sometimes, all it takes is some quick thinking and fine-tuning to get your strategy back on track.
Let’s take a look at some inbound marketing tips you can use to refocus on your goals, improving your sales lead conversions and campaign success.
Way 1: Redefine Who You Are and Why Customers Should Care
If you can’t rattle this off the tip of your tongue, you have a problem. You should be able to explain the benefits of your service clearly to your target customer. But not just what it is—you need to explain to them why they should buy from you. What sets you apart from the rest of the competition?
Grab a pencil and paper, and sit down for 20 minutes. I want you to make a list of reasons why a customer should care about your product or service. Is it the quality of service? The price point? Is it the extra features? Put yourself in your customers’ shoes, and judge your offering with an unbiased eye.
Then, take those reasons, and boil it down to the top benefit you provide your customers with that your competition can’t claim as their own… and target it across all aspects of your campaign. Not only will your proposition be more targeted to your audience, it will be more direct, which can lead to increased lead conversions and sales.
Way 2: Reorganize The Customer’s Sales Path
Is your website really operating in the most efficient way possible? Chances are, if you haven’t updated your website in a while, it could use some cleaning up. A mistake too many companies make is cluttering up the customer’s path by putting too many distractions in their path. This is problematic, as it prevents you from making as many sales as you could, as it forces visitors to wander instead of directing them to make a purchase.
There are many ways you can guide your website visitors in the right direction to help increase your conversion rates:
- Suggest Where Visitors Should Go Next: Don’t make your visitor guess what to do next. Give them options in the form popular pages/services/products/etc., and make it easy to find what they’re looking for.
- Keep The Page Options Limited: Guide visitors through the buyer journey and don’t throw fluff in their face. These pages can still exist on your website, but they shouldn’t take the attention away from your page visitor.
- Don’t Complicate Forms with Unnecessary Fields: If you’re asking a visitor to fill out a form, don’t require too many fields or requests from personal information. Start with Name, Email, and Phone Number to get the most conversions.
Way 3: Build Trust Through Testimonials and Quality Service
Another quick and easy way to increase your lead conversions is by providing your visitors with proof of your quality of service. Remember, its easy for customers to be cynical if they’ve never heard of your business or have seen the fruits of your labor. How can you provide your customers with trust that you’ll exceed their expectations?
Case Studies: Write up a case study using statistics and examples of your product or service. Showcase how your service helped in the scenario, and your customers will have a better idea of what you can do for them.
Testimonials: Reach out to existing or past customers and ask them to provide a quote that you can feature on your website. This will show visitors that others have used your services successfully. You can even list other companies you've worked with as a show of good faith.
Research and Statistics: Any research or statistics that has been completed on your product or service can also help the conversion rate. Remember, give customers a reason as to why they need what you’re offering.
Reviews: Reviews, especially from third-party sites and editorials, help give the public an (often) unbiased account of your offering. If you provide a high quality of service, the review should reflect and incentivize customers to take action.
Take the Time to Tighten Your Strategy
Adjusting your marketing strategy to improve lead conversions takes commitment, but you're no stranger there. It may seem intimidating to adjust your current campaign, but as you've seen, there are plenty of smaller tasks you can complete to boost your results. Follow these quick inbound marketing tips, and you'll be on your way to increased conversions.