Are you paying for marketing but your leads aren’t frequently turning into clients? Could your lead conversion rates use a boost?
If so, it might be time to reevaluate your lead capture systems.
Many new businesses and startups pay for marketing to increase their client base, but neglect to evaluate how their business is set up to handle the client leads this marketing creates.
Before you spend those extra marketing dollars, review this checklist and make sure your lead capture system is strong enough to handle your current and future lead flow.
Designate a Specific Person Who is Responsible for Every Inbound Lead Scenario.
- Think of every way a new lead can contact your business (a phone call, email, website inquiry Facebook message, etc.) and make sure a system is in place for who communicates with the lead and how quickly they are expected to do so.
- Be sure to take weekends and non-business hours into account.
- If a live person isn’t an option, make sure you have an automatic reply in place so the lead is never left waiting. If they have to wait, they will move on.
Set Proper Expectations with Leads
- Does your voicemail say you will call people back during business hours on the same business day? Does your automatic reply email say you will contact them within 24 hours?
- This is the age of immediate gratification, so let people know when you will get in touch with them.
- Most importantly, under promise and over deliver!
Ensure Consistency in Your Communication
- Do those handling your inbound leads provide the same information to your potential clients?
- Give your staff multiple scripts to ensure everyone is clear on the product details, terms, preferred outcome of the call, and any other FAQ’s for your business.
- For example, if you’re a tech company offering free demos of your product, make sure your staff understands the product well enough to answer basic questions to keep the lead interested before they set up a demo.
- Remember consistency is key to delivering a unified brand message in marketing.
Draw a Diagram of Your Lead Flow System, Identify the Holes, Then Plug Them
- This doesn’t have to be fancy, just grab a pen and paper and start your flow chart for every possible scenario and make sure that scenario is covered. If you identify a hole, highlight it and start implementing a system right away.
- For example: What happens when a lead wants a call back in 1 week? Who creates that reminder for whom and how is it noted? What if the person designated to make that call is sick, then what happens? What if they got a voicemail when they called back? What if the lead wants a call back in 3 months? Are you staying in touch with them in other ways during those 3 months?
- Bonus Activity: If you take this lead flow diagram further to illustrate the entire lifecycle from lead to client to past client, you can identify marketing options and follow-up system improvements.
If you’re small business or startup needs help assessing and improving its lead capture system, contact me for a consultation. 720-440-2519 or firstname.lastname@example.org