Getting frustrated by a lack of conversion in your lead generation campaigns? You’re not alone. In an ideal world, the process should be smooth going from start to finish. In the real world, there are a number of roadblocks along the way that can turn even the warmest lead cold at the drop of a hat.
In this short guide, we take a look at some of the biggest roadblocks that may be getting in the way of your lead generation campaigns. Keep reading to find out how to identify and navigate these potential hurdles.
Common Lead Generation Campaign Roadblocks
Some of the common reasons for a lack of conversion in lead generation campaigns include the following roadblocks:
Interest is lacking
If your leads are signing up, only to go cold from there, it is likely due to a lack of interest. This can be caused by a number of things. You may find that your emails are being deleted before they are read, that emails get sent straight to spam folders, or even that emails are read with no clicks or further action. One of the biggest reasons for a lack of interest is a lead nurturing campaign that is either not personalised, not segmented, not lead scored, or not engaging enough. The nurturing process requires active engagement to take leads through the funnel. If you are not seeing any engagement, you may need to take a look at your email campaigns, calls to action, content, and overall strategy to see if you are missing anything.
Trust is lacking
If leads are signing up, opening emails, reading emails, and even clicking through, only to not take further action, it could be due to a lack of trust. The purchasing decision requires a great deal of trust and assurance. Trust is not something that is easily won, either. Simply saying that you can be trusted is not enough. You need to show leads that they can safely proceed to the next steps without any concerns. Ways that you can build trust include a lead sequence focused on your privacy policies, terms and conditions, secure payment systems, accreditations, certification, team, processes, and any other information that shows leads who you are.
Alignment is lacking
If leads sign up, proceed to your key pages, and get moved to sales, only to fizzle out before sealing the deal, it could be due to a lack of alignment between your sales and marketing teams. One of the biggest risks during the handover is having leads realise that they are being handed over. Simply processing leads and passing them along is not enough. You need to make sure that leads do not feel like part of a great sales cog. Taking the time to perfect your alignment will certainly pay off in the short and long run.
The good news is that, like anything else, practice makes perfect. Focus on getting these roadblocks cleared and you should start to see a difference in your lead generation campaigns results.