Guiding prospects into becoming loyal customers is vital for sustainable growth, but you can’t rely on chance for this to happen — you need a strategy. While it’s unlikely that every prospect will become a customer, it’s crucial to find ways to increase your conversion and retention rates.
Let’s take a look at steps you can take to turn prospects into customers, as well as build customer loyalty for more repeat business.
Understand Your Prospects
If you don’t understand your prospects, you won’t be able to connect with them in a meaningful way. Research your target audience by delving into your analytics, reviewing what’s worked before, surveying current customers, and getting insights from sales reps.
When you have a deep knowledge of your prospects, you’ll be able to craft messaging that resonates with them, moving them along the customer journey. See our tips for creating buyer personas
for a stronger marketing strategy!
Make Your Value Clear
Once you’ve researched your prospects, next you’ll need to refine what is the solution that you offer them. Businesses often focus too much on communicating features rather than value. Explain to prospects how your product or service solves a problem, saves time, reduces costs, etc.
Furthermore, consider giving prospects something valuable for free to spark interest and establish rapport. For example, you could offer a free sample, 7-day trial, consultation, or content, such as an ebook
, checklist, or template.
Check Your Marketing System
A marketing system
is a set of procedures that initiate and nurture customer relationships. Your marketing system is what allows you to execute your marketing strategy. That’s why it’s important to regularly check the health of your marketing system
to identify your strengths and weaknesses, then take steps to fine-tune components.
By improving your marketing system, your prospects will have a better experience with your brand. This will make them more likely to become customers and want to continue doing business with you.
Implement Nurture Campaigns
Engage your prospects beyond the initial contact with nurture email campaigns. Marketing automation
is a powerful tool for staying top-of-mind and forming connections with prospects. Personalized emails are particularly effective for providing additional value.
For example, you could have a nurture campaign for prospects that download a free ebook where several days later they receive a coupon code, an invitation for a free live webinar, or a link to schedule a free consultation.
Offer a Loyalty Reward Program
A loyalty reward program not only can entice prospects to become customers, but also increase the amount of business they do with you. Popular types of loyalty programs include points, cash-back, and punch cards. By providing an incentive to purchase more, you’ll be able to boost the customer’s overall lifetime value.
Avoid losing potential customers by applying these tips to improve your acquisition strategy. Additionally, remember to continually refine your efforts to turn more prospects into customers — and keep them. One of the best ways to improve your conversion and retention rates is by getting a fresh perspective and expert guidance from an experienced agency