The Trouble With Closing Weak Contractor Leads
The trouble with weak contractor leads is that they haven’t been nurtured to a point of sale. In our previous articles, I have shown you how to capture a qualified lead that pays dividends in quality clients.
So far, you’ve developed the buyer personas that represent your ideal customer. You’ve utilized social media, search engine marketing, and content marketing to draw your visitors to your site and convert those visitors into leads.
Now it’s time to close the deal, and turn those leads you’ve worked so hard to attract and convert into clients. In order to close leads, it takes a combined effort from your marketing and sales teams to organize your leads effectively and develop a marketing automation strategy that helps work them further down your sales funnel.
You will inevitably have contacts that came through different landing pages to download different offers. All of these offers collect contacts that belong to their associated lists. This is where it’s crucial for you to segment your lists, so that you can contextualize your email marketing to these different lists.
Once you have segmented lists, you’ll want to drive those leads down your sales funnel with targeted email workflows that nurture them to a point of sales engagement. When setting up a workflow, you want to have a specific goal in mind. For instance, is your ultimate goal for your leads to request a design consultation?
Download another offer? Whatever the goal, workflows will help push your leads towards that outcome by sending specific emails to your leads in whatever time increments you set. If your leads convert on an email that you send, your workflows can automatically update your lead’s status in your sales cycle, so you’re always up to date on your sales pipeline.
Targeting Workflows To Your Buyer Personas
In order to set up your workflow, first decide your goal. From there, decide all the steps in between that your leads would need to take in order to get there. For example, your company might build custom homes. The first thing they download might introduce them to basic information about the steps involved with building a custom home. This might enroll them into a workflow.
Based on the behaviors and trends of your typical clients, you’ll want to map out the path for taking this lead down the sales funnel. An example of the type of content you might provide to your readers would answer these types of questions in this order:
1. Initial Download – What are the steps involved with building a custom home? (This enrolls them into the workflow)
2. How can a design build firm help me?
3. Why is this particular design build firm the best for me?
4. How can I find out more? (Possible “Request a Consultation”)
Now, you’ll go through each stage as listed above, and list the content that you have that answers these questions (eBooks, videos, blog articles, etc.). As your build your workflow, you’ll include those pieces of content in your workflow emails in order to nurture your lead to step 4 (or whatever the last step of your specific sales process is), in order to get that lead closer to becoming a customer.
By the end of a successful workflow, your leads will have either already closed into a client, or gotten to the last step in your sales process in order for your sales team to take over.
This article covers step 3 out of 4 to effectively close more homes and clientele with inbound marketing.