You know you need more leads. It’s the lifeblood of your business. Without a steady supply of leads, businesses can’t grow. If you’re doing lead generation wrong, you’re making it that much harder to reach your customers and clients and are forcing yourself to waste more time, money, and energy.
In the world of Business-To-Business (B2B) lead generation, it’s all about the quality of your lead generation sources. Improving your lead generation sources is vital to ensure your sales team is up-to-speed with the best leads. However, it’s not simply a matter of improving your existing sources or adding new sources to your marketing mix. Instead, you must develop a strategy for assessing and then improving your lead generation sources. Here are nine signs that you’re doing lead generation wrong.
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1. Low Click-Through Rate
Email open rate is the percentage of prospects who open a specific email out of your total number of email recipients. The Click-through rate for email is the percentage of prospects who clicked on at least one link in your email message. To calculate this, divide the number of total people who clicked by the number of delivered emails and multiply that ratio by 100 to arrive at your exact email CTR percentage.
The Click-through rate gives you the engagement of your email. It gives you insight into what percentage of your audience is interested in your content over time. The CTR is a vital email marketing metric that helps you measure the success of your email marketing campaigns.
2. Your domain is not warmed up
The bounce rate means the percentage of email addresses in a mailing list that did not receive your email because the recipients’ mail servers returned it. Emails bounce when you send emails to email addresses that don’t exist. Email warm-up tools could help you be in the safe zone and reduce bouncing. Domain warm-up will increase your email deliverability and open rates while reducing your bounce rates. In addition, domain warm-up tools signal your service provider that you’re not a robot or scammer. It becomes vital when you’re preparing a big cold email campaign from a new account.
Email warm-up is a method for developing a sender reputation and increasing the email sending limit for a new email account. The process involves sending email messages from a new email account to a less number of people and then progressively increasing the number of emails every day.
3. You get low open rates
The success of email marketing campaigns depends on your email open rate. If no one opens your email, then you can not generate new business from email marketing. The low open rates may be due to a lack of personalization and not-so-effective subject lines. You can personalize your emails with AI to get unique and highly personalized emails.
Subject lines are the key to your emails and the first thing that the recipients would see in their inbox. A well-crafted subject line can dramatically increase the open rate. In contrast, a boring subject line can significantly decrease your open rate benchmarks as it implies to the readers that your email could be spam. Adding the recipient’s name in the first line of an email gives a personal touch, and the email does not look automatically generated. Statistics show that personalized emails sent are 22.2% more likely to be opened. Email Personalization is the secret sauce to enhance your open rates. However, creating a catchy subject line and unique personalized content for every client could be tedious.
4. Clients book meetings but don’t show
What if a client doesn’t show up for the demo or meeting? Client no-shows may always seem disappointing, especially when you’re prospecting. Sales professionals may find it hard to handle such situations. To avoid no-shows from your customers, you could use a Typeform where you ask tiered questions to build desire for your product. This will engage your customers, help improve completion rates and sales.
5. Your leads don’t respond to your first email
The email response rate is the percentage of prospects who responded to your email out of all the people who received it in their inbox. A good response rate is what every sales professional will be looking for. But you can not attain this with just one cold email. You need to follow up with your clients reminding them about your previous email. A study reported that most of the cold email campaigns stop after their first email. But 70% of cold email campaign responses happen only after 3-4 email follow-ups. You can use an email marketing software setup and automate the follow-up sequence to enhance the response rate.
6. Your leads are reluctant to jump on a call
Your leads are very cautious about jumping on a call with you because they are unsure of who you are or your profession. To build trust and relationships with your clients, you need to communicate with them on a personal level where they get to know you better. So, the next time you make a cold call, the clients could recognize you.
Omnichannel marketing lets you remain relevant and competitive in a crowded market. In a growing digital space, omnichannel marketing lets you connect with your clients through a personalized experience that can turn them into lifelong clients. For example, imagine you send your client a cold email, and also you reach out to him on social media channels like LinkedIn. Doing so would get you better replies from clients as reaching out to them in such a way helps them recognize you better.
7. Emails End Up In Spam Folder
When you send out cold emails to random email addresses, that could lead your email to a spam folder in the inbox. Likewise, sending out emails that are not personalized and relevant to the person you’re reaching out could seem spammy. You can avoid this by writing highly personalized emails that include relevant content such as their business needs and how your product will help them resolve them.
To do this, you need to find your target audience. You can identify your target customers through various social media channels like LinkedIn, Twitter, Facebook, Google. and more. The most vital way to do this is to find your prospects on LinkedIn Groups. Why? The groups consist of people who share a common ground, such as interest, mutual connections, industry, and more. If you have identified your target audience, then you can start prospecting via cold emails.
8. Your Leads Drop-off
Not all subscribers will be active with your emails and newsletters. To intrigue your inactive users and win them back, you should start a reactivation campaign that targets your inactive subscribers. To do this, you need to identify the subscribers who must get your reactivation email. Then decide on the type of content that engages them. It can be educational content, blogs, or articles that will educate and provide value to them. Plan, design, and set up your workflow that automates your campaign.
9. You get link clicks but no replies
We get clicks, but no conversions have been the problem stated by most of the sales professionals. It can be due to the lack of relevant and valuable content in your website or product offer. A well-crafted, punchy website copy or a strong product offer could resolve this issue. To improve your conversion rates even better, you can try an alternative technique – “Landing Page,” a dedicated page well-crafted for your target customers. A Landing Page is much different from your company’s site, and this page will talk about the business needs of a company and how their product or service will help resolve them.
Lead generation is very vital for any business to grow and scale. Now that you know the common mistakes that could be wrong in your lead generation process, you can identify and rectify these problems to get better conversion rates.
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