I don’t know how to convert leads through marketing

i don't know how to convert leads through marketing header

i don't know how to convert leads through marketing header

Sales and Marketing should work in harmony. With marketing creating your leads, and sales closing them. However, in smaller companies, sales and marketing can be the same function. Meaning you have to carefully consider and create your marketing, and close the sale too.

So what can you do within your marketing to convert leads earlier? We have 7 points that will help you get more out of your marketing, driving more leads to convert.


Understand the buyer

Understand the buyer journey and that not every lead is the same. If you know generally what your buyer journey is, you know when to go for the sale, and when to leave it for another week.

Not every lead is the same. Some will come in red hot, others will take a long time to even become warm. But if you understand where on the journey they are, you can prioritise and personalise your own actions towards them.


Gain pleasure, avoid pain

It is said as humans we are driven by two things, to gain pleasure and avoid pain. So when trying to appeal to your target audience, bear this in mind. What will drive people to listen to you, or even contact you themselves, is if you offer something that will give you great pleasure and happiness, or that will let them avoid pain or negativity.

For example, Amazon, the huge retail giant that they are, are still always looking to improve the customer experience. One pain their customers were experiencing was not being home for their deliveries. Or worrying it may not be left in a safe place. Amazon introduced ‘amazon lockers’ in convenient locations. So people could grab their delivery in their lunch break or on their way home. Customers who may not have bought that extra purchase as they couldn’t guarantee the delivery day, now have a safe, and easy alternative. Taking away those second thoughts of whether they should buy.

Or Pantene released an app to combat the ‘bad hair day’. By analysing the weather reports, they were able to advise which products and styles people should go for. By suggesting the products people should use, and allowing them to see what is available in the Pantene range. They increase their brand awareness, as well as gain extra sales from those suffering a bad hair day!


Make people feel significant

People like to feel like they matter. When you make a purchase you like to feel like the company is thankful for your custom. When you make a big purchase, you like to feel like the effort and energy in the build up has been appreciated. And let’s face it, if a company can make you feel like you are the only person in the world that they appreciate buying their product. And make a big deal about you, you are more likely to go back to them.

It comes down to basic customer service, and making people feel appreciated. It has been found that 60% of consumers will pay more for a better experience. 89% of consumers will begin doing business with a competitor if they receive poor customer service.

This can start off with the basics. Be polite and don’t ignore people. It is all too easy in the fast paced world of social media to ignore posts, but it also quite rude, and effects that customer’s experience. If there are excited about their experience, join in!

For example, Sainsburys made the headlines for their name change of Tiger Bread to Giraffe Bread, all due to a 3 year olds letter. Spotting the similarities between the Giraffes pattern and the pattern on the bread, Lily Robinson (with a little help from her parents) wrote to Sainsburys. Here, Sainsburys could of ignored this letter, put it to one side, as they have no need to change the name. They have other things to be getting on with. But by changing the name and responding to Lily, they proved they care about the opinions of all their customers. Even the little ones, and they value their opinion. By showing that appreciation, Lily’s mom praised the company online, and the story went viral. Which goes to show even the smallest acts of responding to customers, can come back to you in a big way.


Take the time to explain but simplify your solution

Most company’s make 1 of 2 mistakes when talking about their products and services.

They either don’t explain any of what they do, and expect people to understand. Jargon and all, which leaves prospects baffled.

Or they over explain, with a lot of tedious, unnecessary information. Leaving prospects over saturated with information, and looking for the nearest exit.

You need to ensure that your lead knows what you do. But cut the waffle! Keep your solution simple. As the saying goes, if you can’t explain it simply, you don’t understand it. So if you cannot explain if simply, how do you then expect your prospect to understand it?


Qualify people up front

By qualifying leads at the very beginning of the process you save yourself a lot of time. We have all been there. Where someone has shown a vague interest in your product, and you follow up for months with calls and emails, hoping they will become a sale. But this takes time, effort, and may ultimately annoy your prospect in to not responding.

If you know they are not going to convert just yet, but they probably will in the future, focus on marketing to them. If you are not actively pursuing them, you give them chance to soak up your marketing. To learn more about your company and its products. So when the time comes that they require the product or service you sell, they will come to you.


Lead generation systems

Lead generation systems are systems that track the visitors to your website. This has it’s pros and its cons, but it’s something that you may want to consider.

The Pros being that you have companies who have actually visited your website, straight to your inbox, a pre-made list for the day. Dependent on the system, you may already have your contact information already provided for you. So no time needed to put together a prospect list.

The Cons? You do not know who in that company has looked at your website, and you may never know. Someone may have just taken a look at your blogs on their break, and so are not actually qualified to progress to a sale.

You can find a number of lead generation systems online, but a few examples are Lead Forensics, OnMonitoring and wow analytics.




Email automation can take a lot of marketing time off your hands. Whilst still leading prospects further through the buying cycle.

Email automation works with emails that are triggered by a click, a visit to a certain page or a time limit. For example, you have probably experienced when you buy something online, a few days after your purchase, you receive a thank you email, perhaps with a discount off your next purchase. This is a great use of automation, by making the customer feel valued and enticing them to come back and shop again. You can use this for your company but catered to your own services and products.

So there are a few ways you can use email automation. Here on some examples on using it for money off deals, to thank people for visiting, to get them to share their experience or feedback, to get them to buy their saved basket, and to buy a product again.

The Money Off Deal

A money off deal is great for a number of reasons. Your customers feel valued and appreciated, and you can prompt customers to spend with you again quite quickly.

Here, Achica use automation to send a seasonally relevant promotion, which is clear, easy to remember, and gives you two options of browsing or shopping. Customers feel valued, and you increase your sales with their next order.

example of achica email marketing


Saving your basket

Example of homebase email marketing

After being bought to the nation’s attention by a Barclaycard advert, companies can send money off emails to customers who have filled their basket, but left the site, to prompt them to come back and complete the sale. Though money off isn’t always needed, sometimes just the knowledge that they have saved your basket and you can return to it when you wish is all you need, as Homebase do above.

Thank You

These is a great one for continuing a great experience. If someone has used your service, and the moment has now passed, remind them of the great time they had with a thank you email. By leaving a couple of days before sending this, it gives time for the customer to return to normality, before you remind them of the great times they had, and leave a link where they can book or buy again.

Example of dominoes email marketing

A great example of this would be Dominos Pizza. Not that I eat a lot of pizza (cough) but I receive a fair few of these. A day after eating my lovely pizza, I always receive a thank you email, that thanks me for purchasing, hopes that I enjoyed the order, and I am prompted to order again. If you are still full from last nights pizza (as I usually am) they also give you the opportunity to win free pizza for a year by completing their feedback survey. The button’s right there, so why not just fill it in? And if you can’t even summon the energy to type, they’ve included their blog too, so you can go and have a read instead.

Example of harry potter email marketing

Harry Potter World reintroduce the excitement back to the customer, and offer plenty of opportunities to keep on interacting, such as sharing their photos, writing on trip advisor, and even the chance to win a prize.

Share your experience

Sometimes you don’t necessarily want another sale straight away. You know the customer has spent money with you, and it may be a while before they spend money again. But by asking for their feedback or opinion on your product or service, you are still showing them appreciation of their service and gaining good data for yourselves.

Example of New Look email marketing

New Look haven’t done their best here. From a very plain email to a very messy link, it doesn’t really entice customers to fill out the form. If you are sending an email, make the effort, as this devalues the customer rather than hyping them up.

Example of F&F email marketing

F&F does a better job of getting feedback, offering the chance to review every item you bought, with the pictures to remind you and subtly leave the links back to their shopping pages at the top of the email, to encourage customers to shop again.

Buy it again

Example of amazon email marketing

If you offer a product or service that needs to be renewed frequently, you may benefit from the buy it again email, prompting customers to buy products they have already brought. This really would have to be for relevant for products, as you do run the risk of annoying customers by asking them to spend and spend, without really thanking them for their custom.

Amazon do a great job of this here, by offering a prompt rather than a direct sell. However they do link directly back to the products, making it a very easy journey for users.

The best example we’ve seen

Best example of email marketing

With Photojojo, the communication is good, gives the customer all the information they need. They make them feel good about it, and they’ve made it look good as well. Rosie also received a free plastic dinosaur with the order too, which we feel is great customer service as well as automation at it’s best.

You must remember though, automation is not a substitute for actual contact, it is just a useful tool that can provide help. Ensure you keep a good balance of the actual and the automated to keep your customers happy.


So there you have it, seven things that will hopefully ensure your marketing efforts converts to sales.

If you are struggling with your marketing, or just need some extra advice on how to get the best for your company, then why not give us a call today on 01543 495752.


How the Internet has Changed Marketing


How the internet has changed marketing

It’s been 25 years since CERN made the Word Wide Web technology available to everyone royalty free. The internet has come a long way since then, now allowing us to look at photos of other people’s food, watch animals do silly things, keep up with your friends and family, and order things from the comfort of the sofa.

By changing the way people buy, the internet has changed marketing.

As a result, businesses have had to change the way they market themselves and sell to take advantage of the latest technology and consumers shopping habits.

Make your marketing work more for you and your business. Talk to us and let’s see where we can help

Those that failed to do that went out of business, such as HMV (though they have since returned), Jessops, Comet, and Woolworths, who all disappeared from the British high street in the past few years.

Let’s take a more detailed look at how the internet has changed marketing.

How the internet has changed marketing with Websites

Anyone can set up a website now, which has given businesses an easy way to reach their target audience and explain how their products and services can solve their problems.

When someone recognises a want or need, their search for the solution will often begin online.

In 2014, research found that 81% of shoppers conduct online research before making a purchase.

If your company hasn’t got a website, your target audience are unlikely to find out. As consumers we’re quite lazy and want businesses to provide us with all the information for us to peruse at our leisure, rather than us having to go through the yellow pages, or walk up and down the high street trying to find someone who sells what we’re looking for.

In fact, we don’t even want to work that hard to find information when we’re searching for it on the internet from the comfort of our home.


The research process often involves reading or watching reviews from professionals and fellow consumers to help us evaluate which product is best for us. A study in 2014 found that 61% of people read product reviews before making a purchase.

There are multiple places we can find reviews for products we’re searching for, including:

  • Websites that sell the product / service – both your actual website, and third-party sites you may sell through like Amazon or Etsy
  • Impartial review sites like TripAdvisor, or Yell
  • Social media
  • Blogs
  • YouTube
  • Search Engines

All of these things allow us to figure out which product will meet our need, and we will probably spend more time watching reviews than actually looking at the product on the seller’s website.

On top of all of this, businesses now need to make sure that they have a responsive website to fit the demands of consumers. In the UK, the smartphone is the most popular device people use to access the internet. Those businesses who don’t keep up and have a responsive website could find themselves falling behind.


Without the internet you couldn’t: order presents online, buy a DVD cheaper than it’s sold for in physical stores, buy a book and begin reading it in seconds, or order takeaway food without having to speak to someone on the other end of the phone.

The internet has allowed business owners to escape the risk and expensive costs of owning a physical shop. A website is cheaper in comparison, and allows businesses to reach more people.

Physical stores are geographically restricted, but on the internet you can reach and sell to people all over the globe. On top of that, you can sell or receive enquiries 24/7.

For business owners, a website is an absolute no brainer. Why wouldn’t you want to be able to receive orders outside of business owners and not be restricted by your location?

Business can reach more people, and customers can shop without leaving the house – everyone’s a winner.

How the internet has changed marketing using advertising

The first advertising banner went live in 1994, and Google AdWords was born in 2000, allowing businesses to advertise and reach their target audience based on the keywords they searched for and the websites they visited.

Online advertising isn’t limited to search engines and websites anymore, adverts are now found on:

  • Social networks
  • In apps
  • Music streaming services, like Spotify
  • On devices – Amazon’s Kindle Fire shows adverts on the lock screen unless you pay to remove them

Businesses can now target and retarget their audience with adverts based on their demographics, websites they’ve visited, things they’ve searched for, and more.

Social media

Social media provides businesses with yet another way to reach, target, and communicate with their audience.

As well as allowing businesses to communicate with their audience, it’s another way of encouraging your audience to visit your website.

Businesses can also use social media as a customer service method, meaning they can quickly address and resolve issues without the customer having to send an email or make a phone call. As well as helping individual customers with their issue, it can also make the company look good if they handle it particularly well.

Social commerce even allows people to buy a product without even visiting the businesses website.

Email marketing

While email was certainly around long before the internet, email marketing as we know it today wouldn’t exist without the internet. Without it, how would businesses collect contact information?

Email marketing has evolved to allow businesses to do a lot, such as:

  • Letting customers know about special offers
  • Introducing new products and services
  • Making personalised recommendations based on previous purchases or searches
  • Share tips to get more out of a product and service
  • Encourage customers to leave reviews and refer others
  • Invite people to events

… and it works!


One of the best things about using the internet for marketing is that you can nearly always track your activities and ask yourself ‘so what?’ This means businesses can easily identify what activities are working well, which ones aren’t, which helps them to learn more about their audience and market to them better.

The internet has changed marketing, the way businesses sell, and the way people buy hugely, and it’s still continuing to do so. Successful businesses will be ones who keep up with the way that consumers are buying.

It’s interesting to think about how this blog post might read in another 20 years time? How do you think the internet may change marketing in the future?

You can find more useful posts about marketing in our blogs. 

If you have any marketing needs for your business, why not contact our friendly team to see how we could help you? We offer no obligation initial meetings, so we can have a real talk about your aims, and how we may be able to get you there. 

How integrated marketing can help you spread your message

#ImInWorkJeremy tweet

#ImInWorkJeremy tweet

Integrated marketing has always been important, but even more so in the age of the internet and social media.

Last weekend’s #ImInWorkJeremy campaign demonstrated that there’s a lot you can learn about integrated marketing from campaign groups.

Health Secretary Jeremy Hunt found himself at the wrong end of a social media trend over the weekend after he suggested that the NHS had a ‘Monday to Friday culture’.

Unsurprisingly, his comments were not well received by thousands of health professionals who work weekends and long shifts.

Lauren Mullen, a trainee doctor, started the #ImInWorkJeremy selfie campaign, and it didn’t take long before thousands of medical professionals joined her in expressing their frustration at the health secretary’s comments.


Keep Our NHS Public

We are currently working with campaign group Keep Our NHS Public (KONP) to design and develop a new website, which will help them continue to gain support.

Keep Our NHS Public tweet

Over the weekend KONP retweeted tweets using the #ImInWorkJeremy hashtag. Encouraged people to join in. Shared news articles and useful blog posts, and encouraged people to KONP and show their support.

The privatisation of the NHS is something many people feel very strongly about. KONP’s Campaigns and Media Officer Alan Taman explained that a 360 approach to communications is vital for gaining public support.

“This demonstrates without question the critical importance of having ‘joined-up’ communications and an accompanying strategy to plan them with,” Taman said.

“It’s not about the press release any more; it’s not about the website blogs; it’s not about tweeting and Facebook posts: it’s about ALL of them. If you want to engage the public over something as important and as dear to them as the NHS, you need to take a 360 degree view of communications and craft your messages to fit. This is the NHS we’re trying to save – people need to know every way they can.”


Integrated Marketing

We certainly can’t argue with any of that. Whether you are a campaign group, a charity, or a business, you cannot carry out marketing activities in isolation.

All of your social media and marketing efforts need to support each other across all marketing platforms. To get your message and brand across. Whether someone sees you on a TV advert, in a local newspaper, on social media, receives an email from you, or somewhere else.

Taking an integrated approach to marketing means that your marketing efforts are more consistent. They will work more effectively to encourage your audience to do what you want them to do.

In the case of KONP, they are encouraging people to support them and show that they don’t want the NHS to be privatised. They’re doing that by approaching all of their marketing activities with the same message.

To do that properly, you need to have a thorough understanding of your brand, and your key message. Whether that’s fighting to keep the NHS public. Providing your client’s with high-quality training that will help businesses grow. Selling indestructible dog toys. Baking and selling delicious cupcakes, or something else.

To find out more information about KONP and find out how you can show your support, visit their website.