How to succeed in lead conversion in 2023

A ‘lead’ is an individual interested in your product or service.

This lead might have just come across your website or your Facebook ad, and now they’re curious to learn more about your brand.

Now, it’s your job to ‘convert’ that lead.

By ‘lead conversion’, we’re referring to the moment the individuals interested in your product or service decide to take action.

It could be either by buying something or enquiring about your offering.

As such, we’re specifically looking at a company’s marketing strategy to convince its leads to go further than just looking at your website or clicking on your email newsletter.

This must not be confused with the process of attracting these leads to your marketing content, something that is known as ‘lead generation’.

5 tips on how to convert leads

You’ve finally found a way to generate traffic to your website and encourage people to learn more about your product or service.

Now, how do you get them to generate sales? Here are a few lead conversion strategies you can try out:

1. Take advantage of social media

Regardless of how effective your website strategy might be, a whole world of potential leads is waiting for you out there.

Don’t limit your marketing strategy.

Take advantage of social media’s advertising features to reach out to every demographic who might be interested.

If you’re wondering which one you should invest in, 79% of content marketers have gained the best results from LinkedIn and 54% from Facebook.

However, which platform you should invest time and money in should be determined based on your audience.

For example, if you are trying to reach a younger audience, Instagram and TikTok might be your best bet.

The important thing is that all your content follows your online branding strategy.

2. Try your hand at email marketing

Email marketing has great potential to convert leads.

However, getting your leads to open the emails and go as far as to click on your call to action requires some planning.

First, creating exciting emails that people want to read is essential.

Secondly, you need to choose subject lines that grab the attention of those who receive them.

Thirdly, it’s better to customize your emails to the segment of leads you’re targeting rather than try converting every individual whose email you have.

A test by SuperOffice showed that the email campaigns that were sent out to a segmented list resulted in a 94% open rate, compared to just a 40% open rate from the generic blog subscriber list.

3. Let your landing page do the job

Your website aims to educate people about your brand and your product or service.

While part of your website strategy is to convert, businesses often create a separate landing page that is more ‘sales-oriented’.

You don’t want every visitor to feel like they are being pushed into a sale; that’s why the landing page exists.

This online page has only one goal: to get your leads to click on your call to action.

This way, you can redirect the leads who are already interested in your product or service.

Have the landing page give them a more action-oriented page with a higher chance of getting results.

Of course, the page should still follow your online branding and provide value besides trying to convert leads.

4. Write content that optimises lead conversion

At the heart of any website strategy is your site’s content.

However, any content – from your social media posts to your emails – can be refined to naturally convince the reader to click on your call to action.

Words can catch your leads’ interest and guide them towards taking action by buying your product or signing up for your service.

Companies who use content marketing see a 6x higher lead conversion than those who don’t.

5. Get help from the experts

Do you have little time to determine which conversion strategy works best?

Are you overwhelmed by getting your small team to work on another strategy?

Get the desired results without any work by letting a marketing company take care of this.

Their team of professionals will be able to strategize based on your specific industry.

They also will find a lead conversion strategy that matches your online branding.

Plus, once your strategy has been launched, they will tweak it based on results and other metrics.

What can improve lead conversion?

Finally, if you already have a lead conversion strategy in place, there are a few things you can try to optimize it:

Check out the data

Your analytics can tell you everything there is to know about what is working and what needs improvement.

Sometimes, your high drop-off rates could be caused by something as simple as the wrong placement of a CTA.

Other times, they might require you to change your overall website strategy.

If you or your team struggle to understand the analytics, this could be the kind of task that a marketing company could take care of.

Try automating your lead conversion

Maybe you’re selling a service that requires a few steps for users to sign up.

Or maybe you offer the chance to sign up for emails before buying the product or service;

Either way, automation can be your best friend.

This is one of those cases where responding quickly to the needs of your leads and reigniting their interest is essential.

Keep on trying

There is no set way to convert leads.

Depending on your business and audience, some things might work great, while others will fail.

Embark on this lead conversion journey with the understanding that it requires some trial and error.

Don’t be afraid to ask for help from marketing specialists if this task is too much or fails to deliver the desired results.