Lead conversion is one of the most important factors in marketing let alone marketing automation. Converting those leads into sales can be the hardest thing you have to do and do well.

Lead conversion has a lot to gain from marketing automation, particularly when it comes to email and social and content campaigns.

First of all, identify your key challenges. As a general rule, most small businesses prioritise:

– Growing revenue
– Hiring new staff
– Increasing profit
– Being compliant
– Maintaining infrastructure
– Raising funds

If growing revenue is also your main concern, which is exactly the whole point of Lead Gen, then your probably also trying to find a few leads, then more leads and finally, the best quality leads.

While getting new leads can be a sophisticated (and expensive) activity, most experts consider that email marketing and content or video marketing are the most effective ways to succeed:

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Content must be relevant

This will not only attract new customers but also create a sense of branding and continuity within your marketing speak that will nurture those leads.

Send them on a journey

Lead conversion can greatly benefit from triggered emails, autoresponders, drip campaigns… call them what you will but set them up so that any particular action your prospects take, you’re prepared for it. Look at the stats and react to what you see. Marketing automation can be your best friend for this.

Offer some added value

Capture data on your website by offering not just an offer or a discount, but perhaps a specialised course, a weekly newsletter or an in-depth report to incentivise customers. And make it a nice simple form, one that’s mobile responsive and doesn’t open on a different page, so that you don’t lose anyone along the way. If you’re still not getting subscribers think about it: are you asking too much?

Segment that relationship

Sorry for the pun but it’s all about putting people in their right group: signed-up ones, openers, clickers, or non-reactors. Each of them will require a completely different message next time you reach out to them.

Spread the love

Make your emails shareable, or even better, give an extra incentive for any recommended new subscribers you get. Add social sharing buttons, bold Forward-to-a-Friend CTAs and sign-up links. Because sharing is caring.

In conclusion, don’t think of emails as isolated sends. Create a conversation. Nurture the curiosity. Give your content some continuity. And make content easy to share.