Several companies have recently asked us how to improve the quality of their leads through digital advertising strategies.
They tell us about very common cases in the digital acquisition process:
• Unqualified prospects (outside the target audience).
• Prospects who do not seem to understand the value proposition.
• Prospects looking for a solution other than the one offered by the company.
• Prospects who are interested but still far from feeling ready to buy.
Why, if your value proposition is correct, do you often receive prospects who are not qualified or at the right temperature?
Perhaps you have a very short funnel.
Or worse, perhaps you don’t have a funnel in place at all.
While it is true that we cannot prevent an unsuspecting person from contacting us through a web asset, we can increase the likelihood of being contacted by the right person at the right time.
Understanding that your customer’s buying journey is a process that you can and should guide through the funnel is the first step.
In a digital advertising strategy, it is essential to generate different LeadMagnets (e-books, masterclasses, webinars, or any other added value during the pre-sale) that invite your target audience to live an experience in which they increasingly understand your differential, begin to imagine how your product or service can be useful to them in practice, and feel increasingly determined to start a negotiation.
But that’s only half the battle.
If you are in the B2B business model, the purchase decision after the first commercial contact usually takes an average of 3 months.
A complete conversion funnel must take this cooling-off period into account, not only to maintain brand recall but also to help persuade the buyer with personalized content tailored to the needs of your Buyer Persona, guiding them toward a purchase decision.
Do you think your business needs to implement or extend its digital conversion funnel? If so, we invite you to schedule a free consultation to discuss your needs.
