Why do good leads go cold? Leads are an essential to any marketing strategy. It is not pushing reality to suggest that without them, you don’t have a marketing strategy and you certainly don’t have a business.
But, why do once red hot leads, that you worked and invested to get lost along the way? Let’s take a look at some of the most common reasons.
Few things are more frustrating in marketing than when you have a lead that looks viable… and it goes absolutely nowhere. This person has acted in exactly the way you would have hoped.
They have been brought to your business, clearly found it of use in some way – perhaps they have used a coupon or gone through a quiz to help determine an issue they need help with. And then… it just completely fizzles out.
There are a variety of reasons that this happens, and understanding how to prevent it becoming a regular occurrence is an essential part of any digital marketing strategy. So, without further ado…
1) Sometimes, It Just Happens
There’s nothing you can do about the fact that sometimes, leads are just not going to convert. There’s a variety of reasons for this. Sometimes it will be because of the financial circumstances of the person; they might be interested, but they’re not in a position to put any cash down at this point in time.
Or it might just be that someone was curious but never, no matter what you did, had any intention of moving into being a customer – they were just checking things out. So don’t take missed leads personally.
Of course, if you’re missing the majority of leads, then one of these other issues might be the cause.
2) You’re Not Attracting The Right Leads
Leads go cold real fast, when they were never hot to begin with. Let’s say, for example, you’re trying to encourage new mothers to buy your ebook on baby sleeping positions.
If your content strategy is bringing 50-year-old bikers to your site, then there’s no chance those leads are going to be able to convert. Mistakes in lead generation are easy to make, but need to be avoided.
This is a sign that you’re going to need to tweak not only your marketing strategy overall, but your SEO as well. SEO can also work against you; have a running joke through your blog post about how great motorcycles are and boom, you’ve got your bikers.
To ensure you’re also hitting the right marks, it might be worth investigating something like the ClickMinded Online SEO training course to keep up to speed with what you should be emphasizing. This will help you to bring in the right customers.
3) You’re Focused Too Much In One Area
You are probably familiar with the saying “don’t put all your eggs in one basket”. That same basic principle applies to your marketing strategy, too.
Let’s say that you’ve got a way with words and are able to produce a blog that people want to read for the fun of it, or because they are always guaranteed to learn something new. That’s great. Those are potential leads.
But if the rest of your promotional activities don’t stack up with the same vigor, flavor, and character, then things can peter out and your hard earned leads go cold quickly. You want multiple offerings of different types of content to ensure you’re not just carving out a niche market of readers that you didn’t even want.
Always diversify where you spend your time, breaking your working week down into social media days, blogging days, video days, and so on and so forth.
Sometimes, leads go cold and there’s nothing you can do about it – but by avoiding the mistakes listed above, things should be starting to heat up for your business venture soon.
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