How to convert potential clients (Leads) into actual customers

Written by Azza Hawash

How to convert potential clients (Leads) into actual customers

The business is not satisfied with its existing customers only, but it is constantly trying to reach more lead customers. With the aim of converting them into permanent customers, which helps them improve sales. How do you find out potential clients? How do you succeed in converting them into actual clients?

Who are the potential clients?

Businesses are interested in knowing who their potential customers are. They can be referred to as people who show interest in the projects’ products or services, by taking some action, such as sharing their data or trying to obtain content offered by those projects as an offer.

Businesses are not satisfied with this classification, but they also classify customers who do not know anything about them as potential customers, as long as they have the same personality traits as the target customer for the project. The role of the project in this case is to attract these customers and introduce them to the brand. To this end, businesses classify the types of potential customers into three main types:

Customers who do not have experience with the brand (Cold Leads)

This type is those customers who do not have experience with the brand, as their interaction is limited only to providing their data via e-mail to you, because they receive a promotional offer that you offer them, such as e-books that are sent through postal newsletters.

Most likely, these people do not have any desire to purchase a specific product or service from your brand, or they may have the desire to buy, but you do not yet have a way to make sure of that, as they do not take a step towards that, as they do not interact in any way that makes you aware of the existence of this desire they have.

Taking advantage of this type of potential customer may be beneficial to you, and you will not like to ignore it, and at the same time, the result of your interaction with them is not guaranteed. So, the best solution is not to allocate a large amount of your human or financial resources to this type of customer, while continuing to try to attract them to you.

Potential customers who have shown interest in the brand (Warm Leads)

This type of lead refers to customers who have brand awareness and have shown an actual interest in one of your products or services, for example by following your website or social media pages.

This type of lead comes to you for a variety of reasons, such as a referral from a friend. These potential customers are important to business owners. They see a more valuable opportunity in these customers, and it must be invested in the right way, by trying to influence them to make a purchase decision.

Potential customers ready to transact with the brand (Hot Leads)

This type refers to potential customers who have shown an actual willingness to do a transaction with the brand, and they are the best category for projects. As those customers who may take steps to buy soon, and thus through which actual sales can be achieved.

This category can be evaluated and the steps to be taken next with it; Depending on the methods of collecting information about potential customers. Through the marketing and sales teams and their activities, they communicate with customers. The marketing team might use landing pages to make offers in order to attract potential clients. When they register their data, this data is transferred to the responsible team to follow up with them in the next steps.

Another way to identify potential customers in this category is if the business offers a free trial of the product for a period of time. This is a true indication of the customer’s willingness to use the product or service. The projects are keen to follow up with this customer during his trial period, until the completion of the purchase process, and his conversion to the paid use of the product.

How important is identifying potential clients?

Businesses don’t want to spend their money on customers knowing that they may not actually complete purchases. But the reason for this is that there are many benefits that businesses get by targeting potential customers. The importance of their identification can be included in the following points:

Expanding the customer base

A business that is already operating has a pool of existing customers, but by thinking about and targeting potential customers. This increases the customer base that you may get, and more customers to join in the future.

This enhances the strength of the project at the level of sales, enabling it to face the future when any sales decline occurs, as a result of having a large number of customers. Depending on the effort the project makes in attracting potential customers, it gets a better reputation in the target market. This reputation invests in the future in reaching more potential clients.

Improve return on investment (ROI).

When the project makes its efforts to attract potential customers, this results in an improvement in its performance, and marketing efforts are directed towards activities that achieve the best results. Through this, businesses can improve the return on investment (ROI) of their activities.

For example, when the project creates a marketing campaign and analyzes performance after completing its implementation to see the results and make the appropriate adjustments. In order to reach the best programs and strategies that can be used to attract customers, over time the project will invest its efforts in achieving the best return on investment.

Improving the performance of the project’s marketing strategies

Project owners seek to use different digital marketing strategies, in order to rely on them to reach customers. Instead of using marketing methods to sell only, businesses try to develop strategies to reach customers at different stages beforehand.

Thus, it improves its performance in many strategies such as using email marketing to interact with customers at different levels, until they reach the stage of purchase. It also improves its presence on social networking sites, in order to build a community with customers. In the end, this effort leads to the development and improvement of the project’s marketing strategies.

What is the difference between leads, visitors, and subscribers? How does this difference affect the customer’s journey?

While trying to target, you will find many terms about customer and user ratings for products or services. Along with questions like: What is the difference between leads, visitors, and subscribers? You might think that they represent the same thing.

But in fact, there are some differences between these terms, and understanding them is necessary in order to be able to deal with the customer according to his correct position. Your efforts will not be in vain, and you will be able to make the appropriate effort at every step. For this, you need to design the customer’s journey when buying from a website, and the stages it goes through.

How do you identify the right potential customers to convert them into permanent customers?

When you target a few customers, you don’t want to direct too much effort into the wrong group of customers. So, you can put some elements that help you on how to identify those. It will be suitable for you to target to convert them into permanent customers.

This requires a detailed analysis of all customer databases that you have in your project. Therefore, it is important to rely on customer relationship management software. It helps you analyze until you reach the information required to be invested in targeting customers. Among the most important elements that help you make a decision:

  1. Level of need: How much does the potential customer need the product or service at the moment?
  2. Adaptation of the product to the need: Does your product provide the right solution to the potential customer and help him satisfy his needs?
  3. Time: What time does a potential customer think about making a purchase? For example, does he do this on a seasonal basis? Or at a specific time during the month?
  4. Factors affecting purchase: Does the potential customer have the money to buy the product? What are the factors that influence his decision? Can he make the buying decision on his own? Or does he need to consult others?

By identifying these and other elements that fit your project, and conducting a comprehensive analysis of them. You will know exactly which group of potential customers you need to direct your marketing efforts to. And you will have the ability to do this at the right time, gaining new customers that you can convert into permanent customers for your project.


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