Remember the game lemmings? The little green haired guys who keep walking forward no matter what, whether that’s through the door to success or off the edge of a cliff.
That’s how we think about sales leads and prospects; we have to craft a safe journey from wherever they are now to the point in which they become a happy, loyal, paying client.
Every interaction a lead has with your team, company or brand should be part of a carefully orchestrated series of events designed to tackle the concerns, fears and objections that stop you from adding another wonderful member to the ranks of your client portfolio.
But these lemmings, they get distracted quite easily you see. Especially in busy environments like social media with notifications pinging every few seconds.
So, not only do we have to craft a bespoke journey for them, we have to keep them on the right path by routinely calling them to action.
I see a lot of companies investing blindly into content, hoping their mere presence will result in improved lead flow and more signups.
“How does this asset contribute to your lead generation and nurture strategy?”
Often this question is met with a blank face and silence, or simply, “that’s a very good question…!”.
When you combine this with the other common mistake of creating vague marketing/sales assets that focus only on what they’re selling, you can see why companies struggle to convert leads into clients and create a consistent flow of new revenue.
A typical journey for your leads might look like:
- Lead receives first cold outreach
- Lead checks you out online
- Lead reads a blog post
- Lead receives second cold outreach
- Lead downloads a “how to” guide or whitepaper
- Lead consciously/subconsciously decides they’re interested in your offer
- (lead is now warm)
- The next interaction or “touch point” will likely result in a qualified sales call
If you aren’t adding a call to action e.g. “Click here to book a call!” to all of your assets, and there’s no consideration to what’s on the lead’s mind at the point of interaction then there’s a good chance they won’t engage your content or take the next step e.g. book a call.
We have to treat leads a bit like lemmings because they don’t always take the necessary action to achieve their goals. We have to help them.
This isn’t about intelligence. We have to remember that people are very busy, often multi-tasking and we have to make sure our content is engaging as well as very loud and very clear, to break through all the visual, auditory and cognitive noise they have to sift through.
If your content lacks a clear call to action strategy, or you think you’d benefit from more structure to your lead generation and nurture efforts, feel free to book in a call and let’s have a chat 😉
