So, you’ve figured out how to generate leads and connect with people, but how do you move leads down the funnel and encourage people to buy from you? Here are some tips!
Variety is the spice of life.
Would you only eat at one restaurant three nights a week if you were trying to meet new people? No! If you’re trying to convince your friend to move to town or get someone to go out with you, would you only show them one street? One coffee shop? No! You’d find a bunch of different places to go and things to do, right?.
Nurturing leads isn’t that different from dating or hanging out with friends. Offer a variety of interesting content to potential buyers, and deliver it through a variety of marketing channels like social media, email campaigns, and blogging to keep potential customers engaged with your services.
Concert tickets are better than gift cards.
We’ve all given that person we’re not quite sure what to buy for a special occasion or a holiday a gift card. While there’s nothing wrong with giving people gift cards, it’s not very personal. But giving a friend that book she mentioned a few weeks ago or tickets to see her favorite band is a lot more personal and thoughtful.
Generic content is like a gift card. It might get some traffic to your website, but you’ll also have high bounce rates. Original, engaging content is like concert tickets, and people get excited about concerts. They also stick around afterwards to see the encore. Targeted content gently pushes on-the-fence leads to make a purchase.
Follow-through is attractive.
Marketing automation offers a multitude of benefits for which you’re sure to see a solid return on investment. Among these is the ability to immediately reach out following a lead conversion on your website.
No one likes talking to a slow texter. We want that text back within 5 minutes, not 5 hours. Make sure when a potential client signs up to receive more information about a product or service on your website, a follow-up email hits their inbox immediately. Friendly, timely follow-ups are key to encouraging clients to purchase insurance.
Keep it short and sweet (and personal).
Speaking of follow-up emails, make sure they’re personal and to the point. Email campaigns are more likely to be successful when they personally address the recipient, but no one wants to get bombarded with a ton of information at once, no matter how personal it is. Get a leg up over generic email blasts by sending easily digestible, personalized email content to encourage leads to invest in your services.
Show leads you’re trustworthy.
Back to the dating scenario, you don’t want to waste your time and energy on someone who isn’t a good fit or someone who doesn’t seem to know what’s going on. Potential clients don’t want to invest their time and money in an insurance agent who isn’t dedicated and knowledgeable about customers’ needs. Offering a wide range of products and understanding the ins and outs of each will build your credibility and help clients make purchases with confidence.
Still feel like you could use some help generating and nurturing leads in your community? Check out Savers Marketing’s training resources to start boosting your lead conversions today!