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Many people believe that website advertising degrades the user experience. Ideally, we would prefer to avoid such disruptive ads entirely, right? But then an offer for the product you were thinking about buying just appears out of the blue. Or an amazing charter trip deal to the Maldives you’ve always wanted to visit… What a coincidence, right!
It all comes down to timing. While many people dislike this type of advertising, it can be extremely effective, and you can use it for your inbound style to generate leads. You can now create a simple ad that presents the value of your offer in a nice way, at the right time, and even better, on the right device, with a few simple clicks.
What exactly is lead flow?
Lead flow is a small tool that enables a simpler type of conversion by simply reducing the number of steps required for qualified leads and moving them down the sales funnel. You can design your own pop-up or simple slide-in box in the corner. Lead flows are used to capture visitors who visit your website but are not ready to buy or are not interested enough to fill out a form on a landing page. You don’t want them to leave the website with nothing. The conversion can be done discreetly and without further navigation with a lead flow. Suggest that they sign up for your newsletter, provide information about a current event, or make it simple for them to download a guide or a specific article. The possibilities are endless.
You have complete control over which pages and when your lead flow should appear. You can forget about using this tool to push up a large, flashing offer box that you can’t close without a magnifying glass. With that said you will need to choose one of the following options:
- After the visitor has been on a page for at least 7 seconds, the lead flow should appear.
- The lead flow should appear after the visitor has scrolled through at least 50% of the page.
Of course, the visitor on the website can easily close down the box when it appears, but then you have at least given them a chance – and we have seen that this type of approach really gives good results! Another big plus is that it is 100% responsive and thus looks just as good, regardless of the device the user is on.
Improving Your Lead Flow Structure
Having a lead flow structure is one thing, developing a streamlined structure for your leads is another. Try to make a quick and concise lead flow structure to get better results. Studies show that buyers are 50 percent more likely to go with the first business that responds to them.
Consumers are also more likely to be interested in buying if the business contacts them right away. Don’t let your leads go cold. Contact your leads right away so you can move them to the next step sooner.
To improve your lead flow, develop a lead scoring system. You have to acknowledge the fact that not all your leads are going to be valuable. Don’t get tempted by the sheer number of leads you are bringing in. Consider quality over quantity so you can save time and energy on trying to convert less valuable leads.
A lead scoring system helps you determine which leads you should prioritize. This way, you can hand over the most valuable leads to your sales team.
Try to evaluate each lead depending on how close they are to your ideal customer, and how ready they are to move to the next step of your sales process. You can add more criteria based on your target audience and other factors. The goal is simply to identify which leads have the highest chance of getting converted. If the lead is not at all like your ideal customer, consider discarding them.
Once you’ve developed your lead flow, make sure every member of your team is on the same page. They should know how the whole process works, including the lead scoring system.
Finally, keep note of what works and what doesn’t. Always keep your lead flow updated and refined. Over time, you will create a lead flow structure that works perfectly and fits your business needs.
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