7 deadly sins of lead management

 Lead management is an essential part of growing your business. You need new leads so you can convert them into new customers. But do you ever feel like your leads aren't converting? Or are you not capturing enough leads? Or maybe you're not getting the right leads? If so, you may be committing one of these seven deadly sins of lead management.

    Your form submissions are working against you

    It's no secret that visitors tend to exit a page if the login request is too long. We've all been there, admit it. Just like on a first date, you don't want to ask for too much personal information too soon. New visitors are usually just not ready to reveal so much information about themselves. Instead, try to ask for only the information you really need, like your name and email address, and mark the required fields with an asterisk. A good rule of thumb is to try to keep your form within 3-5 fields. Remember, there is always a need to ask for more information later in your relationship.


    Another mistake is placing your form below the crease (which means users will have to scroll down to view your form.) Per Jakob Nielson, a web usability consultant who has a Ph.D. in human-computer interaction, “web users spend 80% of their time looking at information over the gusset. Even though users scroll, they only pay 20% of their attention below the fold. ”It is recommended that you not only hold the forms above the fold but also encapsulate them. You can do this by formatting them with a framed border that is a different shade than the background, which will make your form stand out.


    You are not optimizing your lead generation pages for mobile

    Google has officially confirmed that more Google searches are done on mobile than computers in 10 countries including the US and Japan. Users are quickly disabled when the landing page they click has content that is squashed and distorted. Not only are these pages awkward to the eye, but they are often difficult to navigate without having to pinch them together and zoom in. Over time, this will hurt your conversion rate and will essentially just tell visitors to go elsewhere. You need to make sure that your website and all landing pages are responsive or optimized for mobile devices.


    Your call-to-action needs some help

    While most business owners understand the need for a call-to-action, it is still very easy to make mistakes in creating the perfect call-to-action. You want your call-to-action to be clear and concise, and encourage users to take the next step to contact you. And there is such a thing as too many call-to-action. The last thing you want to do is confuse your visitors and get them to leave your website before providing their valuable information. Keep it simple and scale back to maximize conversions.


    Another common mistake occurs when your call-to-action isn't easy to find. You want your call-to-action to be clearly visible to everyone who visits your website. This can mean that you have a contact tab on your website or a click-to-call on every page of your website.


    You treat all leads equally

    It's just unrealistic to have a single approach to potential buyers. The buying process is as individual as the buyers themselves and involves a variety of different factors depending on the different budgets, schedules, and individual needs of each buyer.


    Hence, the best solution here is to offer more personalization to potential buyers. By segmenting leads into smaller groups based on the factors above, you can then cater to the buyer's unique needs. Remember, customization is essential to your campaign.


    You don't handle leads properly

    In addition to treating leads individually, it is also imperative that these leads are properly prioritized in a specialized database where they can be properly tracked. Failure to do this can result in a long and tedious process. Leads tend to disappear when the buyer isn't ready to speak to a sales rep. Organizing an appropriate database will ensure that leads who need more information are directed to marketing, while more decisive buyers can be directed straight to the sales team. This ensures that engagement efforts are more focused when the lead is routed to another person or department.


    You are not using social media to your advantage

    Social media has become an important way to generate leads through traffic and brand awareness. It's a convenient lead generation resource and is available at a low cost. However, advertisers often find that they are not using these sources strategically to reach their full potential.


    An effective way to generate more leads from social media is to leverage blog posts and offers by directly linking a well-organized strategy that goes well with your social media plan.


    You fail to take up testimonials

    An influential marketing tool for generating new leads is testimonials and reviews. They often have a powerful impact and give credibility to your offer. The reason you see so many testimonials is simply because they work.


    Testimonials from your customers, which are used in the sales process, usually generate trust. Consumers do not always feel comfortable being the first to buy an item or service. Knowing that a real person has already made the purchase and was satisfied gives them consolation and a vote of confidence. When used correctly, testimonials can be an integral part of your lead generation process and lead to successful results.


    By avoiding these seven deadly lead management sins and evolving your lead management process to make it easier for customers to find and contact you, you can get more customers. Lead management and tracking solutions can help you determine where your leads are coming from and what to do to keep leads from leaking out of your sales funnel. Learn more about ReachLocal's lead management solution, ReachEdge, on our website and download our free webinar below to learn how to generate leads from Facebook.

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