In the initial stages of business you must focus on gathering an audience from which you can fetch quality leads. It’s essential that you turn that audience into quality leads through smart lead generation. But there are quite a few mistakes that seem to come up along the way. These mistakes can cause problems getting you the results you want for your business. Before you watch all your traffic go on by without turning into a lead, take a look at a few mistakes in lead nurture strategy you should be avoiding.
Missing or non-existent landing pages
When your web page receives traffic because of a promotion or ad, you must have a landing page that is related directly to what your audience clicked on. If you make them land on a full-content web page then there is a huge chance that they will leave and go somewhere else. The landing page should be the one that directs your audience and doesn’t misguide them. That’s how they go from traffic to a lead because you are gathering information.
Performing too generic tasks
You want to have information and details that can attract a plethora of types of businesses to yours. It’s somewhat of a two-way street though, because you don’t want to be too generic in hopes of attracting everyone.
It’s up to you to narrow down your audience a bit and figure out exactly what kind of information they are interested in. By producing more personalized content, you will find better matches for your company.
Investing too much or too little on Social Media campaigns
Customers are driven by social media today. In fact, the entire world is. Everyone is on Facebook, Twitter, Snapchat, Instagram, and other platforms. This makes companies invest more on social media marketing.
However, they do happen to make some mistakes that drive their audience away. Either they are not putting out enough information, or basically, they start up a page and leave it. Or, they are dumping too much information out and overloading their visitors. What works best is when companies distribute quality content at decent intervals to catch and keep the attention of the audience.
Unable to nurture leads
Many marketing teams think that when they get a lead to land on their page and complete the campaign, they are done with the process. That’s not exactly true. Only a little over 10% are ready to make a purchase when they respond to campaigns. To get the remaining traffic to commit to something, you have to nurture the leads and give them some personalized and focused attention to keep them interested. And marketing automation is of great help here.
Marketing automation is all about timing. A great follow up strategy would be to find out whenever a prospect’s timing is changing to your advantage and to build a relationship with prospects whose timing isn’t quite right yet.
Marketing teams struggle to figure out the perfect and most nurturing message to send out to their leads. But a smart marketer knows how to control emotions through email copywriting, social media messaging, etc, which is an aspect often overlooked.
Irregular monitoring and updates
In B2B lead generation, you can’t just set and forget about your campaign. You might be getting a good number of leads, so you think your job is done and you can keep doing the same thing. Well, what works at one time isn’t necessarily going to work later on.
In order to build successful campaigns, you must keep a close eye on what’s working and what isn’t. The methods that aren’t working need to be tweaked and updated so that they can start getting results again.
Quitting too soon
Once you try and make contact with a potential quality lead, there is a good chance that they aren’t going to respond. In fact, it takes about 5 attempts at reaching someone through a lead generation before it is successful.
This means you can’t email them once and when they fail to answer you, forget about them. It’s only going to work if you keep working at it with consistency. Stick with them remaining consistent with your nurturing until they are ready to make a decision in your favor for an effective lead nurture strategy.
Ineffective or missing CTA
Your CTA is the most crucial part of the whole process of lead generation. It informs and educates your visitors what to do next. It’s when they click through on a free trial, email list, or download something from your site that you gather their information.
If an effective CTA is missing, there is no other way to collect the details you need to try and convert those leads. Make sure that your CTA is noticeable and easy to proceed with. If you put an overly complicated CTA, your traffic isn’t going to bother with it. Keep it clear and simple, you will see how well your CTAs work that way!
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