Warm leads are the potential customers who have already shown an interest in your company or product, be that through following your page on social media, signing up for an email newsletter or visiting your website. They are the conversions waiting to happen!
We’ve put together some great tips for driving warm inbound leads to your website and converting them into customers.
Optimise your Google My Business profile
Optimising Google My Business is an important tool for targeting your local audience, and it’s one that’s often overlooked. Optimising your Google My Business profile and updating it regularly will drive local leads by putting you in front of people who are searching for your products or services and are based nearby.
Make sure your profile has up-to-date business information, including the services that you provide, your business address, contact details, opening times and the areas that your services cover. Posting regular business updates and photos increases website traffic and signals to Google that your profile is active, helping to improve your search ranking.
Make sure you have a presence on all channels relevant to your business
Understanding where your target audience is located online is crucial to any marketing strategy, particularly when it comes to engaging with warm leads and driving them to your website, this will help in developing your website. You need to have a digital presence wherever your customers are, not just where the latest trends and the experts are saying you should be.
Take a local roofing business for example. Posting regularly on an Instagram account could be a waste of time and energy for that business, as it’s unlikely that their key target audience is going to be on there, or, if they are, it won’t be to look for a roofer. On the other hand, for an online clothing store, a strong Instagram presence could be really useful for engaging with potential customers and encouraging them to visit the website.
Always remember to make sure that your messaging and creative content suits the platform and the demographic of the users that you’re targeting. Think about your perfect customer, where you would find them online, and what sort of content they would enjoy.
Use website chat
Studies show that real-time customer support via a chat function on your website can boost conversions by up to 40%. Communicating with customers while they are on your website offers you a great opportunity to catch them in buying mode and address any concerns or queries they might have. It enhances their user experience and enables you to guide them towards the sale.
Just remember, if you install an online chat function on your website, make sure someone is always monitoring the chat for incoming questions.
Use your email lists
Email marketing is a great way to nurture warm leads and convert them into customers. Anyone who has signed up for your email newsletter has clearly already taken an interest in your business. It’s much easier to re-engage and convert people who have shown previous interest in your product or service than it is to convert a cold prospect from scratch.
Make sure you have a pop-up form on your website to catch those warm leads, and if you haven’t already, set up a Mailchimp account to help you organise your email marketing strategy.
Retargeting ads
Did you know that 97% of people who visit your website once leave without buying anything? That means there’s a whole untapped market of people who were interested enough in what you had to offer that they clicked on your website, but for whatever reason chose not to buy your product or service that day. There’s a good chance that a decent percentage of these people were interested in making a purchase, but they weren’t ready to buy yet. This is where retargeting comes in.
By using retargeting on social media and Google Ads, you can remind previous website visitors of the benefits of your products or services. You can show them ads related to products or pages that they’ve previously looked at on your website.
Hopefully these tips have given you an insight into how you can turn those warm leads into hot leads, and eventually into sales! If you have any questions or would like us to help you generate new leads for your business, please get in touch.
