AUTOMATION - How to increase conversions with a lead nurture sequence

Are you missing out on sales?

You have succeeded in building a steady flow of traffic to your website, but what happens then? Do the majority of your visitors then exit the site without making an inquiry?

This article will show you how a simple lead magnet with an automated email nurture sequence can give you are a real boost in sales.

If your website does not have an effective way to capture leads, and then build trust with your potential customer over time, then you are missing out on sales.

A lot of websites that we see are only set up to capture enquiries from potential clients that are ready to buy. But what about the majority of people who are still in the evaluation stage? Many of them will leave your site without you capturing any of their contact details. When they are ready to buy, they might have forgotten who you are and that's a missed opportunity.

What's the solution?

You need to provide them something of perceived value. Something they would be willing to provide their contact details for. A mutual value exchange, beneficial to both parties, is always the best basis on which to begin a relationship.

For example. If you run a gym, yoga studio or restaurant, your lead magnet could be a special introductory offer to try out your product or service. If you're an accountant it might be a checklist of things to prepare for tax time.

Lead Magnets

Some examples of potential lead magnets with perceived value include:

• eBook
• Limited Special Offers
• Templates
• Discount coupons
• Checklist
• Reports
• Free courses

I do a newsletter, does that count?

Newsletters are typically not a great lead magnet option.  Do you get excited about the prospect of a monthly newsletter?

Continue to deliver value

Once you've captured your potential customer's contact details, you have the opportunity to further position yourself as an expert by providing more valuable content to them over time in the form of an automated email nurture sequence. This helps build trust and familiarity, so when the client is ready to purchase, your company is top of mind. Again the aim is to nurture, educate and provide value to the client, so do not make a hard sell. You also don’t want to seem too spammy, so space your communication out at least a few days apart.

How do I to set up a nurture sequence?

To set up a nurture sequence up you will need a client relationship management system (CRM). If you don't have one already there are many free for low-cost options including  MailChimp and ActiveCampaign. Although the best option for your business will depend on your particular circumstances, such as the size of your existing database, the number of people you want to use the CRM, the reports you want etc. Just make sure they allow you to set up automation.

What could this mean for my bottom line and ROI?

Say your website attracts 450 visitors per month and 40 of those visits become qualified leads. With a conversion rate of 30%, this means you would win 12 new customers per month. If the lifetime value of a client is $3000, then just a 1% increase in conversion would lead to $8,546 extra in sales per month, or $102,552 per year. That's a significant boost in income without a significant additional investment. And if you're paying for traffic it's a real boost in ROI for your advertising spend.

So what now?

If you're serious about making the most of your website traffic, we are about to release a series of email templates and automated CRM sequence that you can tweak and make your own. Sign up below and be one of the first to receive them.