The 27 things you need to optimize in your online marketing in order to achieve consistent and predicable lead conversion
As the saying goes, when it comes to creating a successful business everything starts with a sale.
Generate sales and things have a tendency to fall into place. Struggle to get sales, and your business flounders.
But, in order to get sales you first need to generate interest. That is, you need to generate leads – and the best, most effective way is to get these leads online.
Lead generation is especially important if you sell professional services –
Because the price point is higher with services, the sales cycle is naturally longer, and a lull in your lead flow results in a sales drought – often the dagger for young, cash strapped businesses trying to get off the ground.
Without a steady stream of qualified leads business growth will be unpredictable, at best.
Achieving lead flow is not easy, especially if you are building your prospect list from scratch, but it can be done. Like every other aspect of business, if you want success you need a plan, and you need to execute this plan on a regular and consistent basis.
This blog post is that plan – it is the ultimate guide to lead conversion: a 27-point, best practice outline to generating and converting new B2B leads online.
Despite what someone else may tell you or what you believe, business success begins with your first sale (yes, you can develop your product or service, build your website, surround yourself with business essentials – phone, business cards, workspace, etc. – but all of this is naught if you don’t have customers who are paying for all this overhead).
In order to make a sale, you need prospects – and before too long, many prospects – preferably prospects qualified to the point where they have an identified need for your service.
When you are starting from scratch, generating interest, attracting and converting leads, is a challenge.
“Let’s face it, starting a business is difficult, extremely difficult, especially if you are bootstrapping and doing it alone.” (Tweet This!)
You’ve done all the research and work required to understand your Target Market, craft your Offer, and align your Services to reach and resonate with the best sales prospects and customers for your business.
You obviously don’t actually know this person – that would mean your marketing scope and efforts are ridiculously narrow – but you need to know the Persona that this person represents.
While Segmentation allows you to identify the distinct customer types based on the reasons they buy from you, Persona creation takes Segmentation one step further and breathes life into your target audience, helping you craft marketing messages that your target audience will actually identify with.
Buyer Personas allow you to put the customer in the center of your business – an essential strategy for B2B lead generation.