7 Deadly Sins of Lead Management

Lead management is an essential part of growing your business. You need new leads to come in so you can convert them into new customers. But, do you ever feel like your leads aren’t converting? Or you’re not capturing enough leads? Or maybe that you’re not getting the right leads? If so, you may be making one of these seven deadly sins of lead management.

1. Your Form Submissions Are Working Against You

It is no secret that visitors tend to leave a page if the signup request is too long.  We’ve all been there, admit it. Just like on a first date, you don’t want to ask for too much personal information too soon. New visitors typically just aren’t ready to divulge so much information about themselves. Try, instead, to only ask for information that is truly needed, like a name and email address, marking the necessary fields with an asterisk. A good rule of thumb is to try to keep your form within 3-5 fields. Remember, you can always ask for more information later on in your relationship.

Another mistake is placing your form below the fold (meaning users need to scroll down to view your form.) Per Jakob Nielson, a web usability consultant who holds a Ph.D. in human–computer interaction, “Web users spend 80% of their time looking at information above the page fold. Although users do scroll, they allocate only 20% of their attention below the fold.” In addition to keeping forms above the fold, it is recommended to encapsulate them as well. You can achieve this by formatting them with a framed box in a different shade from the background, which will make your form stand out.

2. You’re Not Optimizing Your Lead Generation Pages for Mobile

Google officially confirmed that more Google searches take place on mobile devices than on computers in 10 countries, including the U.S. and Japan. Users are quickly turned off if the landing page they click to has content that is squished and distorted. Not only are these pages displeasing to the eye, but they are often difficult to navigate without having to pinch and zoom in. This, over time, will harm your conversion rate and is essentially just telling visitors to go elsewhere. You need to make sure your website and all landing pages are responsive or mobile-optimized.

3. Your Call to Action Needs Some Help

While most business owners are well aware that a call to action is a necessity, it’s still very easy to make mistakes when crafting the perfect call to action. You want your call to action to be clear, concise, and encourage users to take the next step to contact you. And, there is such thing as having too many calls-to-action. The last thing you want to do is confuse your visitors and cause them to stray from your site before providing their valuable information. Keep it simple and scale back in order to maximize conversions.

Another common mistake occurs when your call to action isn’t easy to find. You want your call to action to be clearly visible to anyone who visits your website. This may mean you have a Contact Us tab on your website or a click-to-call on every page of your website.

4. You’re Treating All Leads the Same

It is simply unrealistic to have a one-size-fits-all approach for potential buyers. The buying process is as individualized as the buyers themselves and involves a variety of different factors depending on each buyer’s different budget, timelines, and unique needs.

So, the best solution here is to offer more personalization for potential buyers. By segmenting leads based on the factors mentioned above into smaller groups, you are then able to accommodate the buyer’s individualized needs. Remember that customization is essential to your campaign.

5. You’re Not Handling Leads Appropriately

In addition to treating leads with an individualized approach, it is also imperative that these leads are properly prioritized into a specialized database where they can be properly tracked. Not doing so could lead to a long, arduous process. Leads tend to disappear if the buyer is not ready to talk to a sales representative. Organizing a proper database ensures that leads that require more information will be channeled to marketing while more decisive buyers can be sent directly to the sales team. This will ensure that when the lead is funneled to another person or department, the efforts to engage are better targeted.

6. You’re Not Utilizing Social Media to Your Advantage

Social media has become an important way to generate leads via traffic and brand awareness. It is a convenient resource for lead generation and is available with a low cost. However, it is common for advertisers to find that they are not using these sources strategically to utilize its full potential.

An effective way to generate more leads from social media is to make use of blog posts and offers by linking directlywell-organized strategy that works well with your social media plan.

7. You’re Neglecting to Include Testimonials

An influential marketing tool used for generating new leads is testimonials and reviews. They often have a powerful impact and lend credibility to your offer. The reason you see so many testimonials out there is simply because they work.

Testimonials from your clients used in the sales process tend to generate trust. Consumers are not always comfortable being the first to purchase an item or service. Knowing that a real person has already made the purchase and was satisfied provides them comfort and proof to trust you. When used properly, testimonials can be an integral portion of your lead generation process and produce successful results.

By avoiding these seven deadly lead management sins and evolving your lead management process to make it easier for customers to find and contact you, you can attract more customers. A lead management and tracking solution can help you determine where your leads are coming from and what you need to do to keep leads from leaking from your sales funnel. Learn more about ReachLocal’s lead management solution, ReachEdge, on our website, and download our free webinar below to learn how you can generate leads from Facebook.

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Tara Turner

With over four years of digital marketing experience, Tara is very involved in her clients’ portfolios and enjoys aligning new strategies to further develop their brands. She is also a firm believer that a successful marketing campaign for her clients will lead to a positive experience for ReachLocal. Tara earned her B.A. in Marketing from Texas Tech University and is currently certified in Google AdWords as well as Bing. She continues to grow and develop her career at ReachLocal.

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