Why You Should Follow Up With Leads for Maximum Conversions


Working in sales can be tough. From the initial outreach, to building rapport and closing a deal, there’s a lot that goes into the process of taking someone from a lead to a conversion. Whether your method is cold calling or email marketing, following up is essential.

Inside Sales conducted a study about web-generated leads that shows the importance of following up for maximum conversions. Key takeaways from the study include:

  • Responding to a completed form within 5 minutes versus 10 minutes led to a 900% increase in contact rate.
  • 6 calls to a lead creates up to a 90% chance of contacting a lead, but only 10% of reps even make 3 calls.
  • 30% of leads in the study didn’t get called at all. By making a few more call attempts a sales rep can increase their chances of making contact by 70%.

Whether you choose to follow up with a call or a lead nurturing email campaign, a fast follow up can create more opportunities for conversions for your business. Inside Sales also found that 35-50% of sales go to the vendor that responds first to an inquiry, and a number of studies have found that response rates decline as the age of a lead increases.

According to a Genius.com study, 66% of buyers indicate that “consistent and relevant communication provided by both sales and marketing organizations” is a key influence in choosing a solution provider. This is where a lead nurturing campaign comes into play. Market2Lead found that nurtured leads have a 23% shorter sales cycle. Lead nurturing is a way for the marketing team to help with the sales process and nurture more leads through the sales funnel. They also found that nurtured leads have a 9% higher average deal size, showing that there is an opportunity to not only increase the number of sales but the size of sales using lead nurturing.

Now that you’ve read how much a quick follow up call or email can impact the success of your business, the best practices on lead nurturing calls are next. These 5 tips will help you turn your follow ups with leads into conversions.

  1. Follow up with 100 percent of inbound sales leads. Use your CRM system or automated, segmented email campaign to respond to leads within 5 minutes. Every minute you wait to follow up is hurting your chances of getting in contact and creating a conversion.
  2. Follow up more than once. If you don’t make contact during your first outreach, follow up until you’ve made contact or reached six calls – whichever comes first. Giving up after one or two calls can severely hinder your performance as a sales representative.
  3. Provide complete answers. A quick response time means you are providing complete answers to their questions in the least time amount of time possible. It isn’t enough to just respond quickly, you have to be able to answer their questions to build trust, credibility and increase your chances of converting a lead into a client.
  4. Measure your efforts. You’ll want to keep track of the number of leads per week, response time, the percentage of leads that become qualified prospects, and the percentage of leads that become conversions. Not only that, you’ll want to measure the number of calls it took to convert a customer.
  5. Spend time focused on improvement. After you’ve seen the effectiveness of a quick response time and follow up calls, you can make adjustments for the future and a more successful lead generation campaign. Measuring your efforts frequently allows for changes and best methods to be put in place at your business.

An effective sales lead follow-up process is the simplest way to optimize the ROI on your investment when it comes to lead generation. Whether you choose to use an automated email marketing campaign or a phone call, calling every lead and providing the potential client with a quick response time will yield a greater ROI on your lead generation efforts.


The Best Social Media Platforms for B2B Marketers


B2B Marketing Social Media StudyBusiness-to-consumer marketers are using social media as part of their online marketing strategy and have found these channels as a way of cultivating customer engagement. What about B2B marketers and social media? Facebook and Twitter have proven to be effective mediums for B2C businesses, but the platforms that have the greatest demand and are the most used in B2B are not the same. In a 2012 social media study of B2B marketing, marketers were asked to choose the one most important method that they use for their social outreach (see chart). LinkedIn, Facebook, blogging, Twitter and YouTube are the top social networks for B2B.

How Social Media Can Help Your B2B Business

In a study conducted by Social Media Examiner of over 1,900 B2B marketers, results indicate that while B2B marketers are finding success in their social media efforts, they still see room for improvement. Whether you’re a large company or  starting a small business, here are a few statistics that show why you should be using social media.

  • Over 56% of B2B marketers acquired new business partnerships through social media.
  • 53% of B2B marketers found social media helped them develop a loyal fan base.
  • Nearly 60% of B2B marketers saw improved search rankings from their social efforts

How to Use Different Social Media Platforms

Each social media channel is different and your approach to each should reflect that. Whether you are focused on engagement or generating leads, utilize each channel with specific goals in mind and a plan of how to meet those goals with the capabilities of the social media platform you’re using. We’ll cover the most successful methods of B2B marketers for the top 3 networks they’re using.

Facebook

Facebook isn’t just a channel for posting products and recent updates from your business. Facebook is more personal and B2B marketers are picking up on this. Reach out to those interested in what your business offers. When using Facebook, you want to:

  • Create an online community that encourages conversation. Ask customers and businesses what their take is on certain issues, trending topics, your products. You can answer questions and ask others to do the same for two-way dialogue.
  • Use photos and videos. You can show off products without being pushy and market upcoming events. Photos and videos make your page more dynamic and interesting. Both forms of media are also easy for fans to share.
  • Use calls to action. If you can offer a free trial, having a call to action that encourages other businesses or clients to try the product is a good idea. Even if you can’t, include a call to action that leads a fan down the conversion funnel.

Blogging

Having a company blog is great for link building and SEO efforts, but guest blogs and tracking of comments are just as beneficial for B2B marketers. Whether you’re writing for your own blog, responding to a comment or creating a guest article, you should try to:

  • Become a thought leader and gain credibility. Write about trending topics and make sure content documented, informative, and interesting. You can gain market insight and credibility in your industry.
  • Increase “shareability” of your site. Each post should target a specific audience for engagement and encourage users to share the content across their social media channels as well as visit other areas of your site.
  • Improve your site’s performance on search engines. Whether its anchor links, “strong words,” or long URLs in a comment on another site, SEO should be on your mind. SEO marketing is one of the main reasons businesses blog.

LinkedIn

LinkedIn is a way for B2B marketers to connect with other businesses in your industry and generate leads. You can also gain industry insight and credibility. When you’re logged into LinkedIn as a business, you should aim to:

  • Actively search and connect with various people and organizations. Instead of a cold call to a random company representative, you can immediately connect with the person you’re aiming to reach out to. Your lead generation efforts are now much easier.
  • Ask for recommendations from previous and current clients. New, or potential, clients who see these will gain insight into your business, how it operates, and who works behind the scenes.

When it comes to B2B marketing and social media, not using the platforms is a huge disadvantage. You can generate leads, cultivate an online community, and directly interact with customers. When done right, your business will generate more impressions and greater credibility in your industry.


Infographics and the Benefits for B2B Marketers


Infographics have taken the B2B marketing world by storm. Information is more easily shared and understood when found in an infographic. Take your online marketing to new levels with infographics that resonate with customers and encourage sharing. According to Hubspot, “blog articles that included infographics generated an average of 178% more inbound links and 72% more views than all other posts.” Infographics are a great way to generate impressions and leads. Combine design and data for an interesting infographic. Human Resources Infographic

Benefits

Creating an infographic can be a timely and potentially costly process, but the benefits may well be worth the investment. For B2B businesses, infographics can help visualize complex concepts, showcase products, highlight important facts and draw the attention of potential clients.

  • Increase your leads and inbound links. You can use Google Analytics to track who is linking back to your infographic content. If you include an embed code, track how many people copy and paste the code and embed your infographic on their sites.
  • Boost SEO efforts. Use a program like RankChecker to see how your infographic is doing on major search engines.
  • Increase your social media presence. Using programs such as Hootsuite can help you measure the number of tweets, mentions, and shares across social media platforms.
  • Build your credibility. Publishing relevant and useful infographics that educate and offer insight positions your business as a thought leader within your industry.
  • Use the infographics as an extension of your PPC marketing campaigns. Someone can click through an ad and arrive at a landing page with an infographic with a breakdown of information.

Best Practices

Creating a compelling infographic is more than just having interesting information. You must be able to tell a story while combining graphics and data. Some companies think infographics are about self-promotion. Infographics are customer-driven, informative images that allow readers to filter through the information in a different way.

  • The information shared should mostly be data and numbers. A successful infographic balances data and design for an interesting, visually appealing story.
  • When using infographics for linkbaiting, you should make sure the graphic is on target with your niche, completely accurate, and very high quality.
  • Create a customer-centric infographic. Infographics are less about promoting your business and are more about sharing information and data.
  • Easily allow people to share your infographic. Having Tweet, Like and Pin It! buttons are a great place to start though you may also want to include buttons for StumbleUpon and Reddit.
  • Put a creative commons license on your graphic so people can embed the image without worrying about copyright infringement. You’ll also want to include an embed box.
  • Promote your infographic! Submit it to infographic sites, publish a press release, and push the image out to all your followers across all your social media channels.

Infographics Done Right

  

Here are two examples of infographics that have been done well and have had real success. Each of these combines data with design for successful infographic. “The Science of Surviving the Zombie Apocalypse” attracted more than 178 inbound links. Infographics have the potential to be incredibly successful aspects of your online marketing campaigns.

Sources: Zombie Apocalypse, Giving Back to Pets

Has your business seen success with the use of infographics?


UK Business Relocation Destinations, Reasons and Statistics


According to a recent study by HM Revenue & Customs, one in four large businesses are thinking about relocating all or part of their business abroad and of those surveyed, 58% say that they have considered moving abroad due to tax issues.

Findings in the survey reveal that 36% of large businesses feel HMRC has had a negative effect on the commercial competitiveness of the UK. Tax rates and legislation were named the main factors that reduced the competitiveness of the UK.

As a business owner, you may choose to move to another country for the sunnier climate, or alternatively to take advantage of different tax systems. Whatever your reason is for relocating, make sure you think long and hard about the destination.

There are various places which are popular for businesses to relocate to. Advertising firm WPP moved its headquarters overseas back in 2004 and now it has offices in New York, Ireland, India, Hong Kong and Singapore. Its reported revenues totalled £10 billion at the end of 2011 and revenues were up 7% in the first four months of 2012. The firm has over 158,000 employees in 2,500 offices across 108 countries.

Elsewhere, finance institution Henderson Global Investors and engineering group Charter relocated to Ireland in 2008 and they too have proved successful. Henderson Global Investors reported £480.1 million revenue in 2011 with over 1,000 employees worldwide. Charter reported £1,719.6 million revenue in 2010 and it now has over 12,000 employees.

There are many reasons why these exampled businesses chose to move to some of the aforementioned locations; Singapore is rapidly becoming Asia’s business epicentre and Ireland offers huge tax advantages.

The Global Mobility Survey 2012 from Brook land Global Relocation services found that 64% of global companies sent more employees overseas in 2011 which shows that more and more businesses are choosing to relocate their staff each year.

Here is an expert guide of some of the most popular destinations for businesses to choose from when considering relocation.

  • Dominican Republic

The Dominican is increasing in popularity as a hotspot for relocation. There has been a big boost in business development and the government is improving its infrastructure. The economy is stable, tourism is rife and there is low bureaucracy. There is tropical weather all year round too.

  • Egypt

This is not internationally recognised as an industrial centre but businesses can find emerging markets and opportunities. Remember that Islam is practised by the majority of Egyptians and governs their personal, political, and economic lives. Negotiating is important and patience is required so never use pressured tactics when doing business.

  • New York

It is the most exciting and active city in the world and it is the place to be for any business. It has celebrities, Times Square, buzzling stores and a rising tech scene. It has the strategic location, a thriving workforce and excellent tax incentives.

  • Singapore

The thriving cosmopolitan lifestyle is fantastic and people can earn much more. It is rapidly becoming Asia’s business epicentre and there are lower levels of taxation too. The robust economy, high quality of life and strong legal system are just a few reasons why the city is a relocation hotspot.

  • Hong Kong

This is one of the world’s most important financial centres and many businesses in the financial industry relocate here. It is renowned as a world leader in banking and business, setting up here up is cheap and easy; and all transactions completed outside of Hong Kong has the tax rate is zero.

  • Dubai

There has been major development and progress in the city over the years and millions of people relocate their every year. Over 80% of the people living in Dubai are from other countries and this is due to its central location making it accessible for Asia and Europe as well as the Middle East; and it has fantastic infrastructure.

So if you are considering relocating your business in a foreign country, why not choose one of the above countries as the perfect location.

Bio: This article was provided by Robinsons Relocation ; the specialists in overseas removals.

ENDS


Landing Pages That Stick for Conversions That Soar


Landing Pages and ConversionA well-executed landing page can greatly increase conversions for your business’s lead generation campaigns. Rather than directing visitors to your home page, you can direct them to a specially-designed landing page that steers them down your conversion funnel. Landing pages are an extension of your online marketing campaigns and to maximize conversions, landing pages should be geared to the reason the person has clicked-through. Here are the three key elements of a successful landing page.

Call to Action (CTA)

Before you begin to draft the design of your landing page, determine what it is you want visitors to your site to do. Depending on your online marketing goals, you need to create expectations and method for measuring results. Are you trying to increase newsletter subscribers? Do you want them to test-run your service with a free trial? Your call to action should be directly tied to your goals. It may seem obvious, but some businesses forget to ask for what it is they want. If you want someone to download a program you offer, having a download button is necessary to a successful landing page. Keep it simple but let people know what exactly it is that they are downloading, subscribing to, etc. A call to action isn’t enough if people don’t know what they are getting from entering their information. Only ask for the vitals, otherwise too many fields may scare off potential conversions.

Content

“Clear, concise and persuasive” should be your mantra for landing pages. Provide enough information so that people who have never heard of your company, or are unsure of what it is you offer, can get a handle on just how much your product will benefit them. Groupon’s landing page simply says that you’ll save 50-90% off. While a single sentence or two may work for some, it doesn’t for most. You want to provide enough interesting information to warm up visitors and encourage them to continue in the direction you want, following the CTA. Always have at least one picture for eye-catching appeal. If possible, have a video. Try it out with a control group and monitor the results. Studies from eyeviewdigital.com report up to 80% improvements in conversion. You can often reuse the video for placement on YouTube.

Design

Design is very important when it comes to landing pages. Too much design can feel overwhelming and not enough can bore visitors. Keep your landing pages consistent with the design of the email or PPC marketing campaigns that led the visitor there; this includes fonts and colors. Studies have shown that single, centered-column landing page is the most effective, but you can test out other layouts to match your marketing campaigns. Keep in mind where the page fold occurs. Have your call to action clearly stated and above the line. Of course, you don’t want to lose people who scroll down so scattering your calls to action is beneficial as well. Provide the essential information above the fold, and if you need a longer page, include additional information below the fold. Making sure your call to action is a flattering, color contrast to the rest of the page is great way to draw attention to that section of the page.

Simple, well-designed landing pages can increase your conversions from marketing campaigns but remember, that testing is key. Be consistent with the design that has led people to the page and make the call to action clear. Landing pages are about extending marketing campaigns and in order to have a successful conversion rate, these pages should provide just enough interesting and informational content to show the visitor just how this product/service can benefit them. Pay attention to your CTA, content, and design to improve your landing pages and boost conversions.

 

What are some of your landing page best practices? Tell us what is working for you

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