The business is not satisfied with its current customers only, but it is constantly trying to reach more potential customers, leads, with the aim of converting them into permanent customers, which helps them improve sales. How can businesses know potential customers? How do you succeed in converting them into actual clients?
جدول المحتويات:
- من هم العملاء المحتملين؟
- العملاء المحتملون الذين ليس لديهم خبرة في التعامل مع العلامة التجارية
- العملاء المحتملون الذين أبدوا اهتمامًا بالعلامة التجارية
- العملاء المحتملين المستعدين لإجراء معاملة مع العلامة التجارية
- ما مدى أهمية تحديد العملاء المحتملين؟
- ما الفرق بين العملاء المحتملين والزوار والمشتركين؟ كيف يؤثر هذا الاختلاف على رحلة العميل؟
- كيف تحدد العملاء المحتملين المناسبين لتحويلهم إلى عملاء دائمين؟
- نصائح لتحويل العملاء المحتملين إلى عملاء حقيقيين
- تحسين الصفحات المقصودة
- Providing stimulating options for purchasing
- Enhance communication with potential clients
- استثمر في المحتوى
- تحسين تجربة المستخدم
- الاعتماد على أنظمة إدارة علاقات العملاء
من هم العملاء المحتملين؟
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.
الشركات غير راضية عن هذا التصنيف ، لكنها تصنف أيضًا العملاء الذين لا يعرفون شيئًا عنهم كعملاء محتملين ، طالما أن لديهم نفس السمات الشخصية للعميل المستهدف للمشروع. يتمثل دور المشروع في هذه الحالة في جذب هؤلاء العملاء وتعريفهم بالعلامة التجارية. تحقيقا لهذه الغاية ، تصنف الشركات أنواع العملاء المحتملين إلى ثلاثة أنواع رئيسية:
1. Potential customers who do not have experience with the brand (Cold Leads)
This type of potential customer refers to 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 mailings.
Most likely, these people do not have any desire to purchase a specific product or service from your brand, or they may have a 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.
2. 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, as 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.
3. 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 purchase soon, and thus can achieve actual sales through them.
يمكن تقييم هذه الفئة والخطوات التي يجب اتخاذها بعد ذلك ؛ اعتمادًا على طرق جمع المعلومات عن العملاء المحتملين ، من خلال فرق التسويق والمبيعات والأنشطة التي يتواصلون معها مع العملاء. قد يستخدم فريق التسويق الصفحات المقصودة لتقديم عروض لجذب العملاء المحتملين. عند تسجيل بياناتهم ، يتم نقل هذه البيانات إلى الفريق المسؤول للمتابعة معهم في الخطوات التالية.
Another way to identify potential customers in this classification is if the project offers a free trial of the product for a period of time, as this is a real indication that the customer wants 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 do not want to spend their money on potential customers, realizing that they may not actually complete the purchase, but the reason for this is because there are many benefits that businesses get by targeting potential customers. The importance of identifying potential customers can be included in the following points:
توسيع قاعدة العملاء
الأعمال التي تعمل بالفعل لديها مجموعة من العملاء الحاليين ، ولكن من خلال التفكير في العملاء المحتملين واستهدافهم ، فإن هذا يزيد من قاعدة العملاء التي قد تحصل عليها ، ويزيد من عدد العملاء المحتملين للانضمام إليها في المستقبل.
This enhances Project strength at the sales level , as it enables it to face the future when any sales decline occurs, as a result of having a large number of customers. Based on the project’s effort to attract potential customers, it gets a better reputation in the target market, and this reputation is invested in the future in reaching more potential customers.
تحسين عائد الاستثمار (ROI).
عندما يبذل المشروع جهوده لجذب عملاء محتملين ، ينتج عن ذلك تحسن في أدائه ، وتوجه جهود التسويق نحو الأنشطة التي تحقق أفضل النتائج. من خلال هذا ، يمكن للشركات تحسين عائد الاستثمار (ROI) لأنشطتها.
على سبيل المثال ، عندما ينشئ المشروع حملة تسويقية ، ويحلل الأداء بعد الانتهاء من تنفيذه لمعرفة النتائج ، وإجراء التعديلات المناسبة ؛ من أجل الوصول إلى أفضل البرامج والاستراتيجيات التي يمكن استخدامها لجذب العملاء المحتملين ، سيستثمر المشروع مع مرور الوقت جهوده في تحقيق أفضل عائد على الاستثمار.
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 potential 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 potential customers at different levels, until they reach the purchase stage. 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 potential customers, you will find many terms about customer and user ratings of 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, so that your efforts do not go to waste, and you are able to provide 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.
The first stage: Visitor
A visitor is the person who enters your website, but does not take any step, and does not leave his data for you to contact him later. For example, they may read the content but not register their email to subscribe to the newsletter, or comment on the content, so you don’t know who it is.
The second stage: the subscriber
A subscriber is a visitor to your site who has left their contact information with you, for example by uploading content displayed at the end of the content, or has recorded their information with you. So he has accepted contact with your project. Therefore, you always need to think about what potential customers are looking for for your project, to offer them in the content, and thus attract them to subscribe to you, turning visitors into subscribers.
The third stage: the potential customer (Lead)
A potential customer is a subscriber who has the desire to purchase your products, as a result of having a genuine need for them at the present time. Of course, until the customer moves from subscribing to this stage, this means strengthening your communication with him, and trying to influence him, by providing continuous solutions to the problems he faces, and staying in touch and interacting with him constantly.
Stage Four: Prospect
A lead is a potential customer with an actual need, and is looking for the right product or service for him. In this case, your role is to provide the appropriate solution to it, and to highlight the benefits and advantages of your product. This is through advertisements or by contacting him directly to find out exactly what he is looking for, providing him with a solution through your products, and encouraging him to use them, for example by offering a free trial of the product.
The fifth stage: the actual customer
An active customer is a potential customer who has made an actual purchase, i.e. has already switched from using the free product, to using the paid version. At this stage, you must be careful to follow up with the customer, so that he continues to use the product, and for you he becomes an actual customer in the project.
By comparing the types of leads, you will find that they are of course present in the design of the customer journey. Therefore, your primary role is to think about the appropriate way to target the customer at each stage according to its type, until you reach all potential customers to be actual customers for your project.
How do you identify the right potential customers to convert them into permanent customers?
When you target a few leads, you don’t want to put too much effort into the wrong group of people. So, you can put some elements that help you on how to identify potential customers, who would be suitable for you to target to convert them into permanent customers.
This requires a detailed analysis of all the potential customer databases you have in your project. Therefore, it is important to rely on customer relationship management software, which helps you analyze until you reach the information required to be invested in targeting potential customers. Among the most important elements that help you make a decision:
- Level of Need : How much does the potential customer need the product or service at the moment?
- Adaptation of the product to the need : Does your product provide the appropriate solution to the potential customer, helping him to satisfy his needs?
- 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?
- 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 are appropriate for your project, and conducting a comprehensive analysis of them, you will know exactly who is the group of potential customers that you need to direct your marketing efforts to, and you will have the ability to do so at the right time, so that you acquire new customers that you can convert into permanent customers for your project.
6 tips for converting potential customers into real customers
When project owners realize the existence of potential customers, from here the concern begins with the issue of converting them into real customers. If this does not happen, the effort exerted will be of no real benefit. So, here are 6 tips for converting potential customers into real customers:
1. Optimize your landing pages
Landing pages are used to attract potential customers and persuade them to register their data in exchange for offers you offer them. Efficient use of landing pages influences customers, as the more you succeed in providing them with special offers, the more they will want to participate.
So, by improving landing pages, and diversifying their use mechanism by presenting different offers, consistent with the types of potential customers, it will be possible to improve the process of attracting potential customers, and with time converting them into real customers for your project.
2. Providing options that stimulate purchase
أحد الأشياء التي تشجع العملاء المحتملين على الشراء هو وجود خيارات تحفز عملية الشراء بالنسبة لهم. إحدى الطرق المناسبة للقيام بذلك هي الاعتماد على مبدأ الخوف من فقدان FOMO ، من خلال تقديم عروض وخصومات من وقت لآخر لتحفيز العملاء.
It’s also important to include free trial options, especially if you’re in the services industry, as this encourages potential customers to try. During this experience, your role is to encourage them to continue, and to complete the purchase.
3. Enhance communication with potential clients
Efficient communication with potential customers is essential, as the potential customer has a set of questions and inquiries that he is looking to answer before purchasing, and the answers may affect his final decision. So, you need to provide quick responses to these inquiries by providing professional Need to provide prompt responses to these inquiries by providing professional customer service at all stages of the customer journey.
إلى جانب خدمة العملاء ، يمكنك أيضًا توفير صفحة للإجابات على الأسئلة المتداولة ، والتي يبحث عنها العميل المحتمل غالبًا بدلاً من الاتصال بخدمة العملاء. من المهم توفير أكثر من وسيلة اتصال ، من خلال الدردشة الحية والهاتف والبريد الإلكتروني ، حيث يعزز ذلك من فرصة التواصل لدى العميل.
4. Invest in content
Investing in content is one of the important options in order to attract potential customers, by paying attention to creating content at every stage of the customer’s journey, as in this case the content plays a role in influencing customers’ decisions, and may speed up their thinking about purchasing.
يمكن إنشاء المحتوى من خلال العديد من القنوات التي قد تؤثر على قرارات العميل ، بما في ذلك المحتوى من النشرات الإخبارية والمدونات والقنوات الأخرى المتاحة لإنشاء المحتوى وتضمينه في رحلة العميل.
من المهم أيضًا التركيز على كيفية كتابة عبارة تحث المستخدم على اتخاذ إجراء ، من خلال تضمين دعوة تتوافق مع نوع العملاء المحتملين ، حيث تؤثر هذه المكالمات على اتخاذهم الإجراء المناسب للمرحلة الحالية التي هم فيها ، وبالتالي يمكنهم الانتقال من مرحلة إلى أخرى في قمع المبيعات حتى الوصول إلى الشراء.
يتطلب الاستثمار في المحتوى إعداد محتوى رصين بمعايير خاصة من أجل التأثير على القرارات النهائية للعملاء ، والتي لا يمكن تطبيقها إلا من قبل كاتب محتوى محترف بارع في أسس التسويق والرحلة التي يقوم بها العميل من بداية معرفته بالعلامة التجارية حتى اتخاذ قرار الشراء.
5. تحسين تجربة المستخدم
تعد تجربة المستخدم في الوقت الحاضر جزءًا أساسيًا من كل ما يتعلق بالعملاء. تعبر تجربة المستخدم عن تصورات العملاء وكيفية استجابتهم عند استخدام منتج أو خدمة معينة. من خلال تحسين تجربة المستخدم ، ستتمكن من جذب المزيد من العملاء المحتملين لمشروعك.
One of the most important and simplest forms of improving the user experience is to design your website to be mobile friendly, as many people rely on the phone for their daily transactions. It is also important to pay attention to the speed of loading the site, and the absence of many distracting details within the site, so that the user is able to reach what he wants easily.
6. Reliance on customer relationship management systems
ازداد الاعتماد على أنظمة CRM في الفترة الأخيرة ، حيث أصبحت أهم أداة مستخدمة في التسويق الرقمي. ويرجع ذلك إلى دور هذه الأنظمة في جمع كافة البيانات المتعلقة بالعملاء ، وتقسيم العملاء المحتملين إلى مجموعة من الفئات المختلفة ، بالإضافة إلى إمكانية دمجها مع التسويق عبر البريد الإلكتروني ، بحيث يمكنك تحليل البيانات وتتبعها بسهولة.
As a result of these characteristics, these systems make it easier for you to study your customers in an effective way, so you can offer them appropriate marketing activities according to the stage they are in now. So, you can start relying on it as one of the ways to help you attract potential customers and turn them into real customers for your project.
In conclusion, thinking about potential customers is important for all businesses, as this relates to the continuity of the business and its ability to increase profits in the future. Therefore, it is important to have the appropriate strategies to do so, so that you can attract potential customers and turn them into permanent customers for your project.