Did you know that 65% of B2B companies do not follow up on prospects, that 95% of companies in Mexico do not have a business process and that 79% of leads that come from marketing never become customers? (MarketingSherpa)
The generation of demand (Creation of qualified prospects) and its follow-up is vital in any sales process, however the days of going "door to door" are over and today we have to create an optimal process where it should It is imperative to adjust your message according to the stage in which your future customer is in their purchase process.
Within the online demand generation methodology and its correct follow-up, it starts from when the visitor of your website becomes a contact and shows some interest, this indicates that the contact is getting closer to the purchase decision and will eventually become a client.
For this you have to understand the customer's purchase cycle. There are many segmentation models, but in summary we can group them into 3 stages:
Idea or exploration: In this phase your prospects discover your product or service, or have a need related to it.
Research: Prospects know your product, research it and want to know if what you offer is the best option for them.
Decision: At this stage, prospects become customers.
Do you know how and where your prospects access your website in each part of their purchase cycle?
Identify which internal page of your website and which are the most visited by which users to know the type of offer you can propose and how to promote it. For example, your internal page of services or products.
Elements of a Conversion Marketing Strategy
Demand Generation
These are the actions that prospects will produce to feed the sales force. It is important that these actions are segmented so that your message is aimed at the market you want to attack. In fact, there are strategies in advertising platforms such as Google Adwords and Facebook that consist of following up exclusively through users who have entered your website through ads, this strategy is called remarketing. Remarketing is currently used to drive the return of users to the website they previously visited.
Prospecting
Having a good demand generation strategy is not everything, now that your prospect interested you with a good ad or with some remarketing follow-up, it is important that when it reaches your website it offers simple navigability, that creates a pleasant experience when visiting it and above all that the user always has, immediately, a form of contact to leave you a data or any questions.
Another very important factor is that your site must be adapted to mobile phones, since nowadays multichannel users are investigating products and services on their different devices and, as I mentioned, the experience in navigation is important for you to achieve your goals..
Conversion
Already have a prospect? Congratulations, what will you do with it?
A prospect usually becomes a customer until the 5th call and the average salesperson does not go beyond the second call. That is why it is very important that you have a system that allows you to automate your sales process, respond immediately to your prospects who request information, remember that today the information must not only be correct but also immediate. Also, it allows you to have control over what your sales force does day by day. For this there are systems called CRM (Custom Relationship Management) that will help you with all these issues.
Loyalty
This is one of the most complicated parts of the process, since a client will recommend you only if their shopping experience exceeded their expectations, this is why you have to develop post-sale strategies such as items that help you to use the purchased product or keep the service you gave him, satisfaction calls, a congratulation on his birthday, in short there are many things you can do to make your client feel unique.
As your visitors become contacts and eventually a customer, the key to being successful in a lead generation and follow-up campaign is to understand what their needs are at all times and offer them valuable content according to their expectations.
