If you run an advertising agency, prospects are the lifeblood of your business. But even if you get tons of website visits every day, you may still feel like you’re not converting as many of your sales leads as you should be. If that’s the case, then you’ve come to the right place. We’ve put together a list of eight new strategies you can try to start converting your leads at a higher rate. Keep reading to see how you could benefit from implementing them.
Several Ways Ad Agencies Can Begin Converting More Sales Leads
Incentivize your prospects
A number of your prospects might be considering your ad agency alongside a few of your competitors. Or maybe they think they’re going to hire your company, but they’re putting off doing so for a reason.
One way to break through these sales leads is to offer them some form of incentivization. The key idea is to offer them something of value in the hopes that it will entice them enough to bite and hire your agency right away.
There are a number of different incentivization tactics you can try. The right choice for your agency will depend on what you’re comfortable with offering and how the tactic aligns with your broader efforts. That being said, here’s a list of potential incentivization options that you can consider deploying:
- Buy one get one free
- Contests or sweepstakes
- Loyalty programs
- Exclusive add-on services
- Limited-time discounts
Ask the right questions
If your ad agency is struggling to close leads, it could be because its salespeople aren’t asking the right questions. There are a number of questions that you need to ask every prospect during the early parts of the sales process.
Your goal should be to show that you care about their unique needs and are interested in gathering the information necessary to propose personalized solutions to their problems. This takes some practice to get right. But it’s something that’s worth working towards, as asking the right questions to your prospects could help you build a stronger relationship with them from the beginning.
Of course, you’re probably wondering what “the right questions” are. Try starting with these:
- What are the top challenges your team or company is currently facing?
- What are the results you want to achieve and how do you want to achieve them?
- How does your company make decisions?
- What metrics will you use to evaluate the solution we can provide?
- Are there any obstacles that might impede?
If you’re not qualifying your leads, now is the time to start
You probably get a lot of website visits every day. This can be a fantastic source of sales leads. But not everyone who visits your website is a prospect that you should pursue. The process of distinguishing worthwhile leads from duds is called lead qualification. And it’s something that your ad agency should absolutely be utilizing.
There are a few different ways to do this. Lead scoring is one method that you might try. It involves assigning a point value to each positive characteristic that you want to see in an ideal lead. The higher a prospect’s score is, the more time and energy you should invest in pursuing them.
But you don’t need to use lead scoring right away if that sounds like too much in the present. Instead, uncover the answers to these five questions to better qualify:
- Is the company truly interested in my service?
- Do they have a real use for my service?
- Can they afford my service?
- Is now the best time for them to purchase my service?
- Am I speaking to someone who can make a purchasing decision?
Don’t make your leads wait
You could have the best sales tools in the world, but they won’t mean a thing if you’re making your leads wait to hear from you. Prospects can vanish just as quickly as they appear if you don’t act quickly. It’s super important to set up internal routines that your company can follow with every new lead it identifies.
One good strategy is to direct emails with prospect alerts to an email address that multiple people can access. That way your success or failure with a new lead will never come down to whether or not one individual had enough time to reach out to them immediately. Coming up with strategies like this to act on leads quickly can help you avoid losing them to your competitors.
Keep your leads warm
Even if you contact a new sales lead immediately, they won’t always be ready to buy. If you get a “maybe later” from them, then it’s important to keep in touch. This is a process called keeping your leads warm. It could be the secret to converting your prospects into paying clients at a higher rate.
The idea is to check in with prospects every so often. Social media is great for this. But you can also use email-based outreach or even phone calls. Regardless, try to make the messages you send personal.
Track your results and learn from them
You won’t be able to learn from your mistakes unless you can clearly point to what they are. That’s why it’s important for your sales team to track its results and analyze them periodically. Doing this will help them learn which of their strategies are working and which aren’t.
For example, a particular salesperson in your organization may notice that they convert a higher rate of leads when they reach out to the prospects over the phone. With this information, the salesperson could make phone calls part of their sales cycle moving forward.
To be able to do this, your sales staff first needs to track each of the steps it takes during the sales cycle. You may want to consider finding a sales tool that will automate this process to make it easier for them to follow through.
Understand the competition
If you’re not converting leads at a rate that you’re happy with, then chances are that at least one of your competitors is. What are they doing that’s so different from your process? Is it something that you can replicate?
These are questions that you may want to start asking yourself if you notice a competitor is converting more leads than you are. It can be very insightful to learn why the sales leads that you’re pursuing are ultimately deciding to go elsewhere.
It’s possible that you’re losing out on business because of price. Or maybe your competitors offer a valuable service that you don’t. Either way, developing a better understanding of your competitors will give you a keener sense of the specifics you need to change in order to start winning more clients.
Use lead segmentation as part of your process
Lead segmentation is the practice of grouping your prospects together into clusters based on certain characteristics. This can be a valuable way to get more out of your website visits.
There’s practically an endless number of ways you can group your prospects. You might do so based on company size, industry, location, operating budget, or any other factor that you find relevant.
The key is that when you use lead segmentation, you can target specific clusters of leads in more targeted ways. For example, maybe you create a group of prospects that are all clothing brands. You could send out emails to that cluster with messaging focused on how your service helps advertise apparel.
This practice can help your marketing and sales teams become more strategic in how they interact with their prospects. It could even save them time if they repeat sales pitches or reuse marketing materials across multiple potential leads.
Start Converting More Sales Leads By Using LeadLander
Ad agencies need a steady stream of leads to keep themselves going. Your website is a fantastic source for finding undiscovered prospects. But it can be tough to gather meaningful data on your anonymous website visitors if you don’t have the right tool.
That’s why you should consider using LeadLander. Our platform was designed to help your sales team get the data it needs to convert more leads. We provide a powerful, intuitive dashboard that gives you actionable data in an easy-to-understand form. You’ll get detailed website visitor information that’s updated in real-time.
This means you can use LeadLander to identify your highest-valued website pages, validate interest from existing prospects, improve your pipeline accuracy, and so much more.
Using a powerful sales tool like LeadLander could be just what your ad agency needs to start getting more out of its leads. So why wait? You can try our tool for 14-days for free when you visit our website today. Signing up is as easy as giving us your email. We won’t even ask for your credit card and you’ll be free to cancel at any time.