You’ve cleaned your sales pipeline, primed your marketing team, and gotten everyone off to a running start.
So…why aren’t your leads converting?
If you’re losing out on qualified leads, despite a clean pipeline, that’s a red flag. Your lead nurturing isn’t working, and it’s time to find out why. Here are three reasons why your lead nurturing might not be delivering results.
It takes an average of ten touches with buyers (a.k.a. contact points) for leads to convert. It varies a bit based on what you’re selling and what your sales cycle looks like, but the net result is the same.
If you want to make a sale, you need to communicate with your buyers. No buyer is going to convert with just one touch–you have to convince them that you’re worth the time.
We’re not saying that you should inundate your buyers with marketing messages–that can chase away even loyal customers. But you have to find the right balance between breathing space and encouraging customers to keep thinking about you.
However, if you’re reaching your customers with generic, boring marketing, it isn’t going to matter how many touches you have.
This is part of a common failing: not having a targeted market.
You should know your target customer so well that you could pick them out of a crowd. You should know their likes and dislikes, what motivates them, what makes them unique.
In this day and age, customers are surrounded by marketing messages. They don’t need another marketing tool trying to sell them something–they’ll stop paying attention in a blink.
They want to see that you care about them. They need to have trust in you as a brand, and personalizing content goes a long way in helping customers humanize your brand–which, in turn, makes it easier to trust you. And if they trust you, they’re more likely to convert further down the line.
The Curse of Good Enough
Quick question: if you were driving your car in the morning rush on the highway, would you settle for brakes that are good enough?
You wouldn’t, and you shouldn’t settle for mediocre marketing either.
“Good enough” content isn’t going to cut it when all of your competitors understand that content is king. Good enough gets the job done, but it doesn’t drive value. And if you’re not driving value for your customers, you’re not doing your part to prove why you’re the best possible solution on the market.
You can’t really expect your customers to settle for a mediocre solution when they could get a great one. So if you want your leads to convert, “good enough” just isn’t enough to see real results.
Ready for Effective Lead Nurturing?
Lead nurturing is an art and a science. If you want to master it, you’re going to need the right tools for the task.
That’s where we come in.
We make it easy to streamline your lead nurturing and focus on what matters most: your customers. Why settle for anything less than the best? Click here to find out how we can make your nurturing better than ever.