Conversion: Lead Generation to Purchasing Customer

As a Business owner, you know business strategies don’t always work well if they come in the “one size fits all” variety, especially when it comes to lead generation and conversion. How would you have a competitive advantage? When it comes to digital marketing there are a lot of options and opportunities for creating a strong business practice online.


Lead Generation:

This would be something that tells new people about who you are or it could tell existing clients about a new product/service that they don’t currently utilize. Your “lead generator” could search engine marketing such as Google AdWords, Bing or Yahoo network advertising, banner ads, contextual ads, video ads or Facebook ads.

You could be getting lead generation from your sales staff, an onsite data collection, referral sources and Broadcast Radio. While determining your best generation option, there are questions you can ask to be sure it will be successful: Is your lead generator targeted? Will it have a high return based on the strategy and specific product/service you’re promoting? Will you get quality leads based on your strategy?

Lead Collection:

When you are generating leads, where does the potential client/customer go on your website and what are you asking them to do? Are they going to fill out a form? Online forms make it easy for you, but does it make it easy for your potential client? Better yet, if you make it easy for your potential client, are you still gathering the best information to convert that lead into a sale? The “call-to-action” on your site might be great, but if the collector is too complicated the user experience could be ruined and the conversion won’t happen.

Lead Conversion:

Let’s convert those leads to sales dollars! I don’t mean to confuse you here. A lot of times we talk about conversion online as completing a goal. For example we might consider someone filling out your online form to be a conversion. I want to take that a step further and think about it in terms of sales. If you have truly converted a lead outside of digital marketing, they have decided on you and bought your product or service. If you have an e-commerce site and individuals can buy your product/service online, the components discussed above apply to you differently. But for someone still looking to utilize their standard business model and sell offline, this is something to really think about. Whoever follows up with your online leads is vital! If you are doing a good job of sending qualified leads to your lead collector, this next phase of lead conversion could mean big dollars. Have you thought about creating a standard process for follow up? Even a little discussion and training for the individuals who will be following up with you leads could do wonders!

What are your ideas on digital conversions? Do you have a call-to-action idea you need help fleshing out?