Do your marketing efforts attract a lot of leads but your conversion rates stay pretty low? You’re not alone. Plenty of businesses today have trouble getting leads to convert after the initial contact. It’s important to know the common pitfalls of lead generation to stay on top of your digital marketing endeavors. Take a look at these 10 reasons you might be losing leads to see where you can improve.
Read more about the importance of CRO for your company:
1. The Messaging Is Wrong
You say the right things and use the right keywords to generate tons of organic traffic, but how are you saying them? Is your copy super casual or overly formal? Are you too complicated or unclear? Depending on your audience, a certain type of message may not resonate with them, which can either make or break a lead’s decision to stay.
2. Focused on Money—Not People
Some marketing messages try way too hard to generate a conversion. Readers aren’t dumb. They can tell when you just want their money. This stems from companies caring more about gaining a profit instead of solving a pain point, providing a solution, or bringing value.
3. Too Much Jargon
Content needs to cut to the chase. Some messages have all of the right components but use too many buzzwords or too much technical jargon. These words and phrases make it difficult to keep the reader’s attention or convince them that you actually know what you’re talking about, which will weaken your marketing efforts and break trust.
4. Bait and Switch Headlines
Leads come for a good headline and stay for engaging and helpful content. If your leads disappear after initial contact, that might mean your content doesn’t deliver on what your headline promised. And c’mon, do you like being misled? This can put a serious dent in your brand reputation.
5. Unfamiliar Target Market
If you’re not familiar enough with your target persona, then you won’t know who you’re writing to. As a result, it’ll be nearly impossible to connect to your customer. Answering questions, addressing concerns or solving the pain points, needs or wants of your target market will be extremely difficult.
6. Wrong Audiences
If you can’t seem to engage anyone who comes to your site, you might not be connecting with the people you actually want. This means you’ve created content tailored towards one audience in mind, but your marketing strategies and ad placements have been targeting another. This can be a problem with your ad targeting strategy or your marketing automation, which may be scheduling ads at the wrong time or displaying them in the wrong places.
7. No Buyer’s Journey
Have you mapped out your buyer’s journey? You should have a clear and simple path in mind for customers to get from A to B. If you don’t know what that looks like, neither will they. Your leads may be more than happy to buy your product or service, but get lost on their way to the sign-up page. If you make the road to lead conversion difficult, leads won’t want to take it.
8. A Lack of Quality CTAs
Calls to action (CTAs) should inform leads what their next step should be. If you don’t have enough quality CTAs, they say the wrong thing, they’re not readily accessible or they aren’t compelling enough, leads won’t know what to do or where to go. Poor CTAs won’t entice the reader to take the next step or to even want to do business with you.
9. Confusing Website
When websites aren’t optimized to increase conversion rates, they can be a maze to navigate for customers. From hidden navigational buttons to hard to find search bars to broken forms and more, this all leads to a lot of unnecessary clicks and backtracking through the website. Eventually, leads will give up and look elsewhere for their needs.
10. Slow Response Time
How long is it taking you to respond to a lead? Do you have automation set up to get them what you promised? Is your sales team armed with the right tools and enough time to respond quickly? Studies show that the quicker you respond to a lead, the more likely you are to capture a customer. If you don’t have the right processes in place or the help of automation, a lead will look elsewhere for better service.
Big Leap Keeps Leads Sticking Around
Is your organization experiencing lead gen issues? Big Leap knows how to help. Contact us today to schedule a consultation and get your leads back and around for the long haul.