What is a lead?
For our purposes, and I suggest you think about it the same way, a website opt-in is NOT a lead.
An opt-in on a website is an extremely low commitment action. These are important, but they are not leads.
You have to turn opt-ins into leads, consistently.
How is this done in your business?
Whatever the process is in your business, are you sure that it happens to 100% of the opt-ins you generate from your website?
Let’s look at an example:
Business A generates around 400 opt-ins per month, from Paid Traffic to their website. These are NOT 400 leads. They don’t get to speak to 400 people a month, and nothing gets sold in their business unless there is a conversation.
Now, if all they did was collect all those Opt-ins on the website into a database, they might make some sales, but not many.
What they, and you, need to do is turn these opt-ins into real Leads. Your business needs a Lead Generation System, and it NEEDS to be a system.
Even if you have a process to follow-up with web opt-ins in place, if it is not automated, then you are leaving money on the table.
Automated follow-up, working to turn opt-ins into Leads, is a 100% process. It does not matter if your are away for a week, or if a key member of your team is off sick for a week. Your business can not rely 100% on the humans, you need some support from the robots. And in case you’ve not noticed, the robots are pretty smart.
What does this look like for Business A mentioned above.
For them, a Lead is someone who have asked for or provided specific information. Requested an appointment or spoken to them over the phone.
Their Lead Generation System is designed with one focus: start conversations. Everything about it is geared to get more appointments and more phone calls.
None of this happens in a completely predictable way though. Just because you are ready to sell today, doesn’t mean I am ready to buy. This means we need to keep in touch with our opt-ins until they are ready to buy, and endeavour to hasten their readiness.
This is done through a combination of emails, postcards, letters, brochures etc… Some of these are offers, some just really helpful information to help them get to the point of wanting to have a conversation.
For Business A, the time from Opt-in to Conversation is 36 hours on average, but some can take as long as 18 months. How long is it in your business? Do you know?
Would you like to find out what an automated Lead Generation System can look like in your business?
Just complete the form below and schedule a FREE discovery call. I look forward to speaking with you.
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So, book a FREE discovery call today, and we can both just cut to the chase.
How can you harness the power of automation
- to attract more leads
- make more sales
- and delight more customers
without your business killing you?
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