Leads: A Matter of Perspective

When it comes to growing a smaller or local company in particular, scaling means relying on a combination of word-of-mouth referrals and online leads. Either way, they are all prospective clientele for your business.  

Many brands in growth mode often find themselves at a crossroads of strategy, particularly when it comes to converting potential leads that find you online. As marketers, we care about your visibility but need to create the best user experience and customer journey to make scaling inevitable.  

Let’s look at the differences in these two types of prospects and how to best leverage to set your brand on a fast track to growth!  

A Matter of Prospective

Businesses need a consistent flow of quality prospects AKA leads. And for smaller brands, it’s even more paramount to get your leads and follow up right.

Referrals are prospects who are introduced to your brand through a credible and often personal source. In that case, a friend or a colleague may have put in a good word for you and now you need to live up to that. These opportunities come preloaded with trust and often have a higher likelihood of conversion due to the credibility of the person or source referring them.

Online leads refer to potential customers who discover your brand through integrated marketing channels like social media, search engines, paid ads, or website forms. These leads are typically colder, requiring more nurturing and touchpoints to build trust and move them through the conversion funnel.

How to Turn Online Leads Into Loyal Customers

So, you've attracted potential customers through your online channels. Great! The next step is converting those leads into loyal brand advocates.  

Begin by responding to queries promptly and providing value from the very first interaction. This establishes trust and shows that you value their interest.  

Personalization is a key strategy for retaining clients. Address your leads by their name and tailor messages based on their previous interactions and interests; you can do this with merge tags to seamlessly blend their information. This small touch goes a long way in making them feel appreciated and understood. Remember, today's consumers expect businesses to know their preferences and deliver accordingly.  

Additionally, showcase testimonials and case studies that highlight your brand's success stories. Potential customers are more likely to convert when they see others have had positive experiences. This not only reinforces trust but also demonstrates your capability to meet their needs effectively.  

There is great power in social proof. Encourage satisfied customers to leave reviews on platforms like Google, Yelp, or social media. A strong online presence and good reviews further assure new leads of your credibility!

Finally, make the purchase process smooth and intuitive. Ensuring your website has an excellent user experience, clear calls to action, and easy navigation can significantly increase conversion rates. The simpler the process for them to purchase or engage, the more likely they'll commit and eventually become loyal customers (who then may refer you to new opportunities too. Talk about a win-win).

Cross-Channel Approach to Build Credibility & Connection

Combining cross-channel promotion, you can harness the power of both worlds to boost recognition and trust effectively. This approach allows you to reach a wider audience and target potential customers where they are most active.  

Start by reviewing your brand's current online presence. We tell clients that a clean website with a perfected user experience is your foundation. But don't stop there...Enhance your digital footprint with engaging content on social media platforms. Ensure your brand message is consistent across all platforms and the best way to do that is to show you, your team, and your work – not stock.  

One effective strategy we take as Fractional CMOs is to create and promote referral programs. Every brand is different. For some, we’ll consider running social media campaigns encouraging your existing customers to share their experiences. Others, it's a website landing page with a form to refer and get a thank you offer in exchange.

Email campaigns offer another avenue to blend these strategies. Personalized emails are a wonderful way to stay in touch and send loyal customers exclusive referral incentives can turn them into powerful brand advocates.  

Of course, we’ll create visually appealing infographics or short video clips that explain your referral program to pique interest and drive engagement as the program grows. Remember, the goal is to achieve a seamless integration where referral marketing complements and enhances your broader online marketing objectives.  

Consistent Communication: Stay Top of Mind and Convert

It’s not just AI that’s making a productivity impact. Marketing technology can streamline your workflows, boost efficiency, and ensure you’re connecting with the right people at the right time!  

• Referral marketing software can automate the process of encouraging and tracking referrals. Plus, you can reward your best advocates and monitor the performance of your referral campaigns.
  

• Marketing automation tools supercharge your lead generation and follow up. Programs like our CRM allow for segmentation and personalized communication. Instant lead nurturing!
  

• Social listening and Google Alerts give you invaluable insights into what customers are saying about your brand online, so you can be more agile in your messaging and capture potential leads at opportune moments.  

No matter what marketing tactic you try, use data analytics like Insights or Google Analytics to go from ‘anecdotally speaking’ to better understanding user behavior while also knowing the true performance of your brand online. With these insights, you can identify what's working and where adjustments are needed, ensuring both your referral programs and online lead generation efforts are effective.

Communicate Your Charisma

It’s true: People do business with people they know, like, and trust.  

Whether you're looking to improve the experience for people referred to you, generate quality leads online, or both for maximum impact, our marketing experts at Charisma Communications are here to help.  

Let’s increase your brand visibility and credibility, growing your brand together. Reach out today to schedule a consultation and discover how we can elevate your marketing game.