Cold leads are prospective customers you haven’t contacted before and are really difficult to convert into buyers. It is a known fact that acquiring new customers is a daunting task, but it doesn’t mean the business needs to stop pursuing these leads after a few rejection.
Even though we are strictly against spamming, a little consistency did no one any harm.
Conversion rates are every business’s primary concern today. Finding new tactics, techniques and hacks to convince their target audience to convert has become a regular nightmare.
But it doesn’t have to be so difficult.
While there is no shortcut you should make in your marketing efforts, the actual key to success is a little understanding of psychology and putting the right technology in place.
Because each one of us has similar mental triggers that nudge us to take action – be it acceptance or ignorance. The only way to fall in the former category is to understand what these triggers are, how they can become an effective part of your marketing message and how you can leverage from the existing technology in the market.
So here’s how you leverage from psychology and technology to turn cold leads into proactive customers:
1. Define The Customer’s Journey
Your customers want to know where they will be and what they will get by following through a business’s marketing campaign. And it is safe to assume, that they don’t really know how to get from point A to point Z on their own.
Your campaign’s goal should be to tell your leads ‘how simple’ and ‘how beneficial’ it is for them to reach as close as possible to the end goal. The closer you’re able to get them to the end point, the more likely they are to convert.
To create an effective customer journey, you need to not just address a common problem, but also be able to customize it depending on which level in the funnel the lead is. The lead needs to feel like he is achieving something that will ‘make his life a lot easier’ by reaching the end point.
Remember, it is important to define milestones in the journey – they will not just let you gauge how willing your audience is to convert, but also give them a sense of achievement and progress in the journey.
UXPressia is a nifty tool that enables you to create a professional customer journey in a matter of minutes.
2. Make Something New And Unique For Them
Apart from focusing on relevance, it is important for businesses to be able to create a sense of newness around their products and services, every now and then. The reason being – while most of us like to stick to brands that we have been associated with for long, we are always seeking for things that would make our experience ‘better’.
Launching new products and services is a task that is practically impossible. But an occasional overhauling is definitely something you can do! Just make a few changes to your existing resources – marketing messages, product descriptions or simply, rebrand them.
A smart tool to rethink your pitch message here is Marketing Message Pro – just in case you have run out of ideas! Add social and scarcity triggers to the marketing message for your overhauled products and services, and you’re sure to get increased conversions by the end of your campaign.
For example: Koovs promotes its on-going sale with a deadline right on its homepage. They highlight it with a color that stands out from the rest of the website theme and is bound to get attention, and also implement a ‘sense of urgency’ in the visitors to complete purchases.
But remember, your audience isn’t foolish. Don’t lose your brand voice and credibility in your stint to look new; opt for surefire ways that work instead – providing social proof, simplifying solutions, building curiosity and implementing urgency.
3. Know What They Are Looking For And Address It
Your website visitors haven’t aimlessly wandered to one of your pages. Either they were redirected there by a marketing campaign that targeted them or they were looking for something specific when they came across your website.
A great way to understand what your website visitors are looking for is to use heat maps to analyze which section of your web pages are receiving the most amount of engagement. Once you know exactly what they want to know and what they were seeking, you can address it by creating a compelling copy that suggest your business as a solution.
The smartest tool to map where your customers are headed to and where they’re clicking, is Crazy Egg.
4. Make Converting Really Simple
Your business might have a solution to their common concerns and issues, but simplifying them is the only way to get your leads to adopt them.
Creating an easy-to-follow framework lets you show your audience how your business is able to resolve their issues ‘quickly.’ The reason behind this being – even though we know how achieving optimum results takes time, we don’t really want to work too hard towards it.
A smart way to do so is by onboarding them on your products and services in an effective and interactive manner. This technique takes care of two things – your leads never feel left alone to wander towards the solution and they learn how to make use of it an optimum manner really quick.
A handy tool to create such interactive guides is Whatfix that lets B2B and B2C businesses create simple workflows around their product or service in just a few minutes with its browser extension. Other tools that you can explore for similar uses are Walkme, Appcues and Userlane, which is used by SaaS companies for effective onboarding via interactive guides and a seamless UX.
Such interactive solutions let you guide leads on the go without interrupting their experience, turning them into customers.
5. Share A Story They Would Like
Stories are automatically relatable – especially when you use your ideal customer as the hero. When you address a common issue faced by your target audience via a story, your prospect is able to visualize the entire scenario as well as how your business could be of help to him.
Alternatively, you can create a storyline around why and how your business came up. And what issues you are trying to address in the industry. This also gives you a chance to stand out from the competition with a strong yet subtle value proposition.
For example: Moz uses a timeline format for its brand story to let its existing users and prospects know how it came into being and grew to what it is today.
Some tools that could help you get started with your business story include ZooBurst, StoryBird and ACMI Storyboard Generator. And if you want to give that extra boost to your telltale, Rebelmouse is pretty handy.
6. Include Social Proof In Your Marketing Message
The only way to tell your customers that you are the best in the industry and they need to try your products out, is not just ‘claiming to be the best’ or making big promises in your marketing copy. People look for proof of work – they want to know how much others have benefitted from engaging with your business.
Make use of client testimonials, experience stories or simply display a real-time number of how many people are actually using the solutions offered by you. Including social proof is the best way to gain credibility in a market where there are multiple solutions to one problem.
Some ways to include social proof on your website include: case studies and reports, client testimonials, live social feeds, live user count, user generated content, reviews and ratings, media and blog mentions.
For example: Freshbooks uses customer testimonials as well as media and blog mentions on its homepage to win credibility in the eyes of the new customers.
To monitor what people are saying about your business and be able to showcase it on your website, you can make use of tools like Hubspot, Social Mention or some not so common but nifty tools like Keyhole and Sprout Social.
7. Remind Them Of The Benefits
We often tend to get overwhelmed by the information and options available on a business website. This wavers us from the actual reason we were on the website – the solution we were looking for gets lost in all the information we consume. And this results in loss of conversions – the lead doesn’t know where to go, what to do, loses track of what he was looking for and leaves without giving the business a chance to resolve his issues.
The only way to circumvent this issue is by reinforcing your value proposition while the lead is still on the website. While pop-ups are a no-no if you want your visitors to have a seamless browsing experience, retargeting them with your marketing message using exit intent overlays will only hold them back longer.
For example: Exit Bee itself targets its abandoning visitors with a question that resonates with their business message, reinforces their value proposition and is instantly relatable to the website visitors.
8. Make Them Feel Significant
The problem businesses face the most with cold leads is that they don’t feel involved with the brand. It is common for them to think that the business is focussing only on sales and doesn’t really care about what they need or have to say.
Make them feel significant by asking them for feedback on a regular basis and addressing the frequently asked questions around your products or services. Small incentives and rewards for their efforts and loyalty programs are a great way to let them know how important they are to you.
Over To You
In the end, a smart business marketer would know exactly how to find the perfect balance between technology and an understanding of his target audience’s conversion triggers. After all, convincing a cold lead to become a customer takes more than just follow up emails after his first visit.
What’s your technique for targeting cold leads with a value proposition?
About the Author
Khadim is the Co-founder & CEO of Whatfix, which is a SaaS product helping companies to accelerate on-boarding and reduce support queries. Prior to Whatfix, Khadim spent 10 years in Huawei, where he led the Business Intelligence product line.
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