In a world where each click and each call can lead to a potential customer, executing a thorough lead management strategy is the key to achieving the success of locking them down. Lead management is important for any business looking to build a strong and loyal customer base. Ultimately the goal of getting leads is to convert them into customers and grow your ROI. So what is lead management and why is it important to your business? First, lead management is the connector between the marketing and sales process. It is marketing’s process of acquiring a customer, while engaging and educating them about your business, then passing them off to the sales team. Leads are considered good once they are transferred to sales.
This process is important because it helps to weed out the unqualified customers, that may not be interested in your business at all and simply take up your precious time. In this post we will discuss lead management and the information you need to formulate your own strategy for success.
The first step in lead management is to understand your lead identity. What does a typical lead look like for you? Start by looking at some key factors.
Demographic– What industry does your ideal customer work in? What is the size of their business? Do they have specific problems?
Location– Where is your ideal customer located? Are they in rural areas, suburbs or sophisticated cities? All of this will make a difference to how sales should approach to a lead.
Behavior – What do they do in their free time? How do they search for information?
Lead Source– How do your leads find your business? Did they find you from PPC search ads or via social media.
The process of generating leads is extremely important to your strategy in managing your leads. When you understand your process of gaining leads, you can understand how to effectively nurture and convert them into customers. There are several ways to generate leads.
Inbound Marketing-using your blog, SEO on-page optimization
Social Media- You can generate leads from your Facebook page, Instagram Account and LinkedIn. You can access leads on Facebook through messenger, with direct messages on Instagram and through messaging on LinkedIn.
Listings – There are multiple sites you can go to in order to gain leads.
What Makes A Qualified Lead?
The second step is knowing when a lead is qualified and ready to pass off to your sales team. Make sure your team is on the same page as to what constitutes a sales-ready lead, as the marketing and sales department may have conflicting views.
You will know this by the level of interest and engagement they show in your first communication. Most leads come from online and often times they pursue you. So if they ask you about your business or provide their contact details you can be sure that they are a qualified lead. You can score or rate your leads based on how likely you think they are to convert
1. Utilize a content map to determine what type of content you should provide to each type of lead.
2. Be personal in your email and social media communications in order to continue building the lead relationship.
3. Include relevant calls-to-action on all sources of content.
4. Continue the relationship from the first contact until the lead is ready to pass off to sales, offering targeted content to push them along.
Understanding the full process of the sales funnel is essential to understanding how to effectively manage your leads.
1. The attraction phase- helping to educate and interest the client
2. The nurturing phase- keeping the customer’s attention and engagement
3. The conversion phase-convincing the customer to buy
4. The engagement phase-giving value
Once you are able to understand the qualifications for your leads and how to effectively track them, you can begin to nurture them. Not all of your leads, will be ready to buy right away, even if they have met all of your criteria. An effective way to nurture leads is to cultivate a relationship with them. Make them feel understood, be patient and don’t pressure.
You can nurture your leads without having to hound them with phone calls. Use text messaging, email or guides to help them through their decision making process.
Your company has a unique structure and therefore you must create a specific formula for how you plan to tackle lead management. You have a few options when it comes to strategizing. You can rely solely on customer data and create a uniform pitch for each client to convert leads into customers. Second you can identify popular industries that your company serves and create custom pitches to increase your likelihood for conversion. Whatever strategy you choose, it is extremely important to understand your sales process within your company. Communication between Marketing and Sales is the key to achieving your goals for conversion.
Lead Management is a lengthy process. You must take time to get to the dynamics of your company, including the marketing and sales department. Strategizing communication techniques for these departments will help your company in determining the right leads for your sales reps. Once you have created the right formula for your company it is important that you follow through on tracking leads and tracking your methods for success. As a leading digital marketing company in India, Zinetgo helps your company to grow with high number of leads that we generate through our effective campaign. Get in touch with us today and we will help you in getting leads.