Knowledge is power, information is money. As corny as it may seem at the first sight, this saying cuts to the chase. Now, the importance of relevant information multiplies exponentially when it comes to business. Finding accurate and up-to-date information about your potential clients is something that is crucial for the success of your product or service. In order to get to the stage where a curious visitor becomes a lead that you can convert into a loyal client, you need to come up with a good strategy, and relevant information plays an important part in the whole process.
Hit the Bull’s-Eye
Identifying the right audience is the first and most important step. Namely, many companies, afraid that they’ll lose a significant share of customers if they narrow their scope, simply aim at a very wide target market. This results in very low conversion rate as this unfortunate technique is just a long shot. The narrower and more specific your target audience is, the easier it will be to generate qualified leads. Then again, what do we mean when we say “qualified leads”? You’ll need to establish qualification criteria – dissatisfaction with their current service provider, budget or need for a certain service that you offer. In other words, if you want to have relevant information about your potential customers, you’ll have to dig deeper and explore what your target audience’s needs, concerns and issues are, obtain more detailed data based on which you’ll be able to attract their attention and show them exactly how your products or services can come to their rescue.
Now that you’ve made a big decision and filtered your target market, it’s time to reach out your audience. On your way to a successful conversion, you’ll need to deal with the top of the funnel and try to appeal to your visitors by means of content marketing, ebooks, social media, campaigns and other similar methods. Here’s the catch: you need quality and accurate leads in order to get down to business. There are various contact and mailing lists that can be bought on the internet, but the accuracy of data on these lists is very questionable, as they’re not updated and data they provide can be obsolete. (Actually, if you’re looking for verified and proven leads, you can always get them at exchangeleads.io) Email addresses may be invalid, phone numbers may be changed, or information may be inaccurate in a number of other ways. This means that it would take ages for your sales team to check all the information from those lists and update them. That’s an immense waste of both time and money. According to recent surveys, 87% of B2B marketers say that email is one of their most prolific methods of pushing leads through the funnel. When we’re talking about B2B clients, knowing who is a top decision-maker can be a game changer as it offers significantly better chances of making a sale. This can’t be done successfully without relevant, updated and accurate information.
Tip of the Iceberg
If you think that your work is done after a successful conversion, you’re wrong. That’s just the beginning. Your marketing strategy needs development along the way, and it’s extremely important to see whether your methods are working. It’s necessary to track all your leads as well as nurture them. See how many leads each activity generated, how many leads converted to proposals and how many proposals converted to clients. Another important thing is that you should always follow up.
This tactic has a great potential that many companies never use. It’s equally important to develop a strong connection with your existing clients as well as to follow up on recently generated leads. And again, accurate information is of vital importance at both stages of the process. After the sale has been made, you should do your best to stay in touch with your client, deliver added value or engage in upsell. The sky is the limit. In doing so, you can unlock another level that can be very prosperous and lucrative –referrals. There’s no better advertising method than a recommendation from a satisfied customer. All this is possible only if your first step was carefully carried out and executed. That’s why one can’t emphasize enough the importance of quality and accurate information.
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