Defeating the monsters of lead nurturing: Why leads don’t convert
Have you ever wondered why leads don’t convert? Of course you have. Unfortunately, there’s no one single answer.
A lot of things could be lurking in the shadows, preventing you from effectively connecting with leads. Some obvious, some less so, but the monsters of lead nurturing all hurt.
Let’s talk about some of the most common reasons why leads don’t convert and a few ways you can defeat those monsters.
Not doing anything at all
The most obvious but somehow not-obvious monster of lead nurturing is not doing it at all.
Almost 80% of marketing leads never convert into sales. Lack of proper lead nurturing is the main reason nothing ever happens. If you really want people to understand the value your business offers, you have to nurture them.
Especially when people will be investing a lot of money into a product or service, you need to interact with and guide them through the milestones of lead nurturing. You don’t want to leave it to potential customers to make a decision in isolation. Otherwise you end up leaving a lot of money on the table.
Even for smaller purchases or choices, simply assuming your leads will ultimately choose your business after doing their own research isn’t a lucrative plan. If your competitors nurture leads and you don’t, you will lose out to them over and over again, even if you do offer superior services.
So do something. Lead nurturing looks different for every business — some will need more touch points than others. But it should be a priority regardless. Check out this guide to learn how to optimize your lead nurturing.
Wrong method of outreach
This one is a little less obvious. But even businesses that focus on lead nurturing aren’t necessarily doing it in the most effective way. For example, nurturing prospects never works well if you don’t communicate in a smart way. So what’s the smart way?
Certainly not email. Emails get ignored and deleted. Or if they do get answered, it’s hours and days later.
Phone calls aren’t great either. So many calls get pushed to voicemail. And missed calls hardly ever get returned.
But texting? Texting begs responses. And it allows for immediate, low-pressure conversations to occur whenever, wherever. You pretty much guarantee your message will at least be read, and it’s super easy for you to follow up in the future. It’s effective for you and convenient for your leads.
Messages that don’t engage
This is perhaps the trickiest monster to evade or defeat because it keeps coming back again and again. It can take a lot of tweaking and practice to get your messages just right. And even when certain messages work, out of nowhere that can change. Then it’s time to start over and write something else to get people to respond again.
Even if you offer really valuable services and are the perfect choice for a prospect, it won’t do you any good if you don’t convey your messaging in the right way. And the method of outreach doesn’t matter either in that case.
If your messages…
- don’t resonate, they won’t care
- are impersonal, people won’t feel like they matter
- talk about things irrelevant to people’s needs, they’ll ignore you
- are sent at the wrong time, people won’t engage
- have spammy language, people won’t respond
Writing effective and approachable messages needs to become a priority for any lead nurturing process to succeed.
Going too slow
Taking too long to reach out to people quickly kills the effectiveness of your lead nurturing. People expect quick responses and you should provide them – within reason of course. (Because we also support proper boundaries.)
We all know that slow response times give people a chance to disengage. And obviously you don’t want to give people a chance to go to another business to solve their problems. Slow responses sometimes even say to people that you don’t actually care about helping them.
When you make a conscious effort to respond to people’s inquiries quickly and give them all the information they need, you decrease those potential negative effects. In contrast, when you take too long to reach out and check in, people move on to find other solutions. And in the future they might advise their friends to do the same.
Going too fast
But you also shouldn’t move people through the nurturing process too quickly. Actually educate them and make sure they’re qualified to buy. As one of our favorite digital marketers likes to say, you wouldn’t ask someone to marry you on the first date, would you?
So you shouldn’t ask someone to become your customer too soon.
Especially if becoming a client or customer means a large investment of money, someone won’t take lightly to making that decision quickly or being rushed. Further, the more educated someone is on your business and what their options are with you, the more likely they are to become a customer and then stay a customer longer. That education gets them invested.
There’s a lot of nuance to why leads don’t convert, but it’s in everyone’s best interests for lead nurturing to occur. Your prospects get a better experience and you earn more loyal customers and more consistent revenue. So defeat those monsters of lead nurturing and build a better business.
Need more help?
Never worry again about why leads don’t convert by choosing Skipio Lead Nurturing. Let us take your existing leads and turn them into highly qualified appointments ready to be closed.
This service saves you and your team time, money, and energy as we handle outreach, appointment setting, confirmations, and reminders. All you have to do is convert.