Blueprint for Success – Part Three

3. Convert leads to customers

What turns a lead into a customer? Some products, like ebooks and movies on disk have a very short sales path. But most, particularly the higher the value, require some wooing of the prospect. As consumers we all want to be comfortable with the choice we’re making. That can involve comparing features, price, warranty and service terms, searching for comments about the product or service, reading or viewing testimonials. Sellers must provide a path through these stages, staying in touch, segmenting email marketing lists to tailor messages to different segments.
Site analytics track page views from individual leads. Nothing is invisible on the web today with the right tools at hand. Well-managed inbound marketing campaigns are capable of converting as many as 25% of leads to customers.

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