The key to building a great enterprise is to have a great product. OK. You already have a great product. Now, you need to put in some online marketing campaigns in place to attract people to your website. But getting people to visit your website is just the first step. How do you qualify the website visitors to ensure that your campaigns are focusing on prospective buyers and not just casual visitors? A qualified lead is someone who is interested in your product and is both willing and able to purchase it.
Here are a few ways in which you can qualify your website visitors and ensure that you are focusing your attention on the “right” visitors:
Live Chat allows you to engage with your website visitors in real-time. It is a great way to communicate directly with them and understand what they want. A clever live chat strategy allows you to convert leads into customers. Depending on the size of your sales team, you can allocate 3 or 4 members to Live Chat and utilize it to direct visitors towards purchasing your product. Live Chat can also be used to capture leads when offline.
There are variations of Live Chat which could be potentially more effective in qualifying your website visitors. These are proactive chat tools which allow you to configure the chat text based on pre-defined chat rules. For instance, using proactive chat tools, you can have a customized message for visitors to a particular page on your website. This is useful when you know that visitors to that particular page are 30% more likely to turn into customers. SnapEngage is an example of a proactive chat tool.
A pre-chat form allows you to gather information about a visitor before a chat session is started. Getting this additional information lets you pre-qualify your leads. You can create fields in the pre-chat form that will help in better lead management like “size of organization”.
Creating Content for Every Lifecycle Stage
The visitors to your website are all looking for an answer to a question. Also, the visitors can be classified into different groups based on the stage at which they are when visiting the website:
You need to have relevant content for visitors at each lifecycle stage. This will answer the question in their minds and make them eventually turn into customers. Typically, a visitor at the “Opportunity” stage will download a guide or an e-book while someone at the “Obstacles” stage will get a case-study. The key here is to offer relevant content so that they fill out a form before downloading the content offered.
Forms on Landing Pages
As mentioned earlier, before a visitor downloads content on the website, he or she has to fill a form which is typically present on the landing pages. While it is useful to get as much information from the visitor as possible, it is important to remember that forms that have too many fields and take too much time to complete will make the visitor lose interest and leave the website altogether. So, it is advisable to have a limited number of fields and seek information that is specific.
Social Media is a great place to promote your blog articles and product. Research has shown that 43 % of all marketers have found a customer using LinkedIn. Social media is a great way to increase brand awareness and generate qualified leads. So, make sure you have dedicated personnel looking after social media operations of your company.
These are some of the ways in which you can qualify your leads and ensure that your time and resources and spent optimally.