How to (Accidentally) Destroy Everything You’ve Worked For
Inbound marketing requires a lot of juggling, and if you drop the ball, you lose a sale. The problem many inbound marketing companies or departments face is the fact that sabotage could happen without anyone even knowing. Obviously you’re not going to trash your own efforts on purpose, right? Still, you could be dropping the ball on a daily basis simply because you don’t know better.
If you think you might be sabotaging yourself, here are some of the mistakes you might be making.
1. Calling Everyone Who Visits Your Site
Yes, seeing traffic for your website is a very exciting thing. Those visitors wouldn’t be there if they weren’t potential customers, right? Why not call them right away to secure their business immediately?
You’ll scare them away. The truth is 99% of website visitors aren’t there to buy on the first visit. The overwhelming majority of people who visit your site are there simply to gather information. If you ask for the sale, they’ll probably eventually give it…to your competitors.
2. Missing the Buyer Persona Mark
So, your website, blog, and social media are all bringing in plenty of leads, but when it comes time to convert those leads to sales, the numbers fizzle every time. There’s a good chance you’re hitting all the right notes with your buyer personas until the last minute. Make sure your sales department understands your target audience and knows how to reach them. If your buyer personas are younger, trendier professionals, a stuffy tone won’t fly. The same is true if you’re expecting young, hip sales guys to relate to older, wealthier customers. Hit that buyer persona just right, and you’ll see an increase in sales.
3. What’s Your Name Again?
Imagine a customer who’s been through your website with a fine-toothed comb, ordered several of your whitepapers and ebooks, and follows all your social media accounts. Say this customer is finally ready to buy, so you hit him with your sales pitch—a sales pitch that is dry, generic, and filled with questions this customer answered months ago through various data gathering channels.
This happens a lot, simply because companies don’t keep track of the customers who’ve been around for a while. You should know right away that the buyer you have on the line has been interacting with your company for months, have answers to some of the potential questions he’ll ask, and above all, thank him for his continued interaction with your company. Show you know that customer, that you haven’t forgotten him name moments after shaking hands.
4. Generic Messaging
While there is such thing as too personal, buyers generally want a relevant and personalized experience. If you’re not working hard to present dynamic content that takes your customers’ individual wants and needs into account, you’re probably going to lose them before the decide to buy.
Personalization can be anything from an email that greets them by name, a social media message that is returned within a day, or a welcome back banner on your website. If you’re really willing to dig in and do something special, you can even provide a one-of-a-kind experience on your website, wherein each customer receives information specifically tailored to their interests. That kind of personalization can really bring some generous returns on your investment.
5. Ignoring the Problem
Let’s face it: If marketing is doing their job, you’re going to end up with piles of leads. So many leads, in fact, that you might not know where to start. Some companies in this situation do the worst possible thing. They let those leads fall through the cracks, never to be seen again. If you’re not converting as many leads as you should, there’s a good chance you’re letting some go simply because you’re overwhelmed.
If you think this might be the case, it’s time to find a strategy that helps you vet those leads to determine who’s hot and who’s not. You don’t want to waste your time contacting customers who aren’t ready to buy while the hot leads are waiting, waiting, waiting for a return email or phone call, do you? If you have an automated platform that helps you keep track of the leads and where they are in the buying process, you may not feel so overwhelmed.
So, there you have it: 5 ways you might just be sabotaging your leads, from smothering them to ignoring them and everything in between. Take some time to devise a strategy that gives those leads the attention they deserve when they deserve it. If you can’t manage on your own, there’s no shame in that. Simply work with an automated system that helps you keep track of those leads as they move through the sales funnel. When you see those leads convert to sales, you’ll be glad you invested your time in money in a true solution.