One mistakes that business owners make often is by moving too fast in an attempt to make a sale. The art of selling is much like dancing. There’s a rhythm and a beat. One false step and BOOM, the whole routine is awkward. Well, selling is the exact same way. Trying to convert a cold lead too soon is futile. Sure, you may get lucky every blue moon, but why risk turning so many people off in the process?
Think about your first kiss. I’m pretty sure it was with someone that you were already in connection with. Be honest, you wouldn’t walk right up to a complete stranger and expect them to pucker up would you? Expecting a new online connection to purchase immediately is the equivalent of expecting a stranger to kiss you. Here’s the #1 way to turn cold leads into warm conversions.
Establish a strong brand presence which includes a website, lead generation, and automated followup sequence messages. The key piece of this recipe is having very defined and clear brand messaging which is in alignment with your organizational goals. You’ll want to approach your website content with the assumption that new people who don’t have previous knowledge of your business will be visiting your website. Your website copywriting will need to perform the job of education and positioning.
The website copy needs to answer: What does your company do and offer, Why people should select doing business with your organization instead of your competitors. The website copywriting should also align with the marketing language of any lead generation, paid ad, or PPC campaign that you plan to run.
Your #1 goal in converting cold leads is NURTURE. Don’t just sale to your target customer, educate and engage them EVERYWHERE. Position your Nurture your audience via social media and within your value-based emails that your company sends out regularly. Most companies miss the mark with nurturing because they focus to heavily on social media without the intent of growing their email and SMS text message database are throwing away the potential for increased sales.
Using the CRM solution of your choice, your company should have several lead generation campaigns which are targeted to a specific type of buyer/audience member. Depending on your CRM budget, we suggest either Keep or Salesforce. A good CRM system will support you through the entire customer journey process, from beginning to end. From marketing to nurturing, to payment processing and onboarding.
Even if you don’t have a full on CRM system, you can still accomplish lead generation using a feature-rich email distribution system such as Get Response or Convertkit in order to grow your email database. You can create a fully functional sales funnel with your email autoresponder campaign integrated to your merchant account processor or e-commerce solution.
Creating a strong brand presence paired with automated lead generation which includes nurture sequencing is the #1 way to turn cold prospects warm. With strategic business systems and messaging in place, your company can avoid the attempt to kiss strangers and instead begin to more easily capitalize on warm digital connections.