How To Shorten Your Customer Enrolment Cycle & Convert More Customers

The customer enrolment cycle can take a lot of time from the moment customers start researching options to the time when they complete the conversion process. The quicker you can convert prospective customers, the faster your business will grow.

Inbound marketing helps speed up this process, positioning organisations as thought leaders in their respective sector. But in order to create the type of content that engages and delights prospective customers you need to focus on a few important aspects and avoid common closing mistakes.

Speed things up with defined personas

A ‘fully-fleshed’ persona profile goes a long way to ensuring that the content you create will attract a prospective customers' attention and speed up the enrolment cycle. The more you understand your personas preferences, interests and pain points, the better positioned you will be to provide the content your audience is looking for.

Speed things up with insight and empathy

Speak to your existing customers to gain a deeper understanding of your prospective customers’ goals and dreams. You will then be able to relate to them and understand their perspective. With this understanding, you’ll be able to change your value proposition and adapt your content to engage your prospective customer.

Common mistakes when closing prospects

1.11. Failing to qualify leads

If you’re not qualifying leads properly you’ll waste a lot of time following up and attempting to sell to students that aren’t really interested. To avoid this you need to implement lead scoring and ensure this process is undertaken collaboratively between your sales and marketing departments. When qualifying your leads, you need to choose particular criteria, which you’ll score them against. Potential areas could be:

- Types of product or service: are they interested in a particular field or just browsing generally?

- Are they the decision maker?

If they score low on the first category, you could put them on a drip campaign and send them information that might interest them over the period of time until they are ready.

2. 2. You aren’t optimising your top pages for lead generation

Not all your web pages generate the same amount of traffic and as such you shouldn’t treat them the same. When looking at your site, you’ll probably find your home page and contact page are the most trafficked. Because people are landing on these pages, it’s important to create opportunities for them to convert on these pages.

In order to optimise your top pages for leads, you need to create calls-to-action (CTAs) that stand out from the page and they need to be placed where people naturally look. An eyetracking study has found this to be the upper left-hand corner of a website and then it moves on from there. Another way to generate leads is to place an offer or a quiz on a top page. For example, create a quiz on which courses a student should study based on their interests. Then promise to send them the results if they provide you with their details.

3. 3. Your forms are too long or too short

Customers are not going to spend ages filling in forms. But to find the right balance between too many form fields and too few can be tricky. A short form is attractive to many people and will increase your lead numbers, but you’ll get very little information from it, So ultimately you’ll convert fewer leads from it. So this begs the question, what’s the right amount of questions to ask?

Think of every field on your form as an obstacle your prospect has to overcome and only include enough to ensure you can confidently capture enough information in order to assist with conversion.

4. 4. You’re stumbling on social media

Social media is one of your most effective platforms to reach your target market. If you build up a good brand profile on social media sites like Facebook and Twitter, it can lead to a good source of leads.  You can link directly from your posts back to the relevant pages on your site. But it’s essential your content is engaging, with the right level of information or your audience will just scroll straight past it.

Inbound marketing – the way to speed up conversions for organisations.

Lupo Digital is an digital marketing agency that specialises in helping Organisations transform how they attract, engage and covert their prospects. We understand the challenge to find leads, nurture them and convert to customer and help organisations by creating online campaigns that drive more traffic and convert customers at a faster rate.

For more information about how inbound marketing working contact us.