Blog>Trade>Growing your trade business>How to use lead automation to improve conversion
Last updated: 26 June 2024
How to use lead automation to improve conversion
So, you’re running a successful trade business. You’re very busy and making a profit, but you feel like you’re missing out on potential new customers. If you want to improve your business’ lead conversion rate, have you thought about lead automation?
What is lead automation?
Lead automation is part of your marketing strategy. It involves using the latest technology to interact with customers.
Lead automation uses automated processes to capture, qualify, and nurture leads. Systems are designed to automate repetitive tasks to free up your team so that they can concentrate on other tasks.
Lead automation may involve various software and systems. These include CRM (Customer Relationship Management) systems, Workforce Management systems, e-mail marketing, and SMS interaction.
What are the benefits of lead automation?
Lead automation has proven to be an effective tool to help any business to grow. Some benefits of using automated systems include:
Increased workforce efficiency – automation frees up time for staff to carry out sales and marketing
Better lead qualification – automated lead scoring enables better targeted marketing
Enhanced lead nurturing – automated content can be personalised to directly target specific customer interests
Real time data – software can provide insightful information about customer behaviour to help you to focus your marketing strategy
As you can see, lead automation is a great way to boost your business. So, how does it work?
How does lead automation work?
When you want to carry out a successful lead automation campaign, you’ll need to have a strategy.
The following steps will help you to collect leads, analyse data, and convert those leads into sales.
1. Lead capture set up
The first thing to do with your strategy is to set up digital lead capture mechanisms.
These help you to collect information about your potential customers and include:
Website forms – collect customer info such as names, addresses, and contact details
Live chat – website chatbots provide 24hr customer engagement and automatically store data
Social media – use your social media profiles to interact with customers and harvest important information
2. Lead nurturing
Lead nurturing involves managing your leads and categorising them. Automated workflow systems can help to keep your customers engaged as the leads are nurtured.
Automated e-mail marketing can help you to divide your leads into different groups. These could be area based, age ranges, customer interests etc.
Specific automated e-mails can then be set up and scheduled to be sent to each of the different groups.
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3. Lead scoring
Now it’s time to decide which leads are most likely to convert into paying customers. Specialist software can analyse leads and score them based on various criteria.
Certain customer behaviours indicate that they are more likely to convert into a paying client. Useful data includes:
Website visits
E-mail engagement
Content downloads
Chatbot interaction
Social media following and interactions
Most specialist software can be configured to target your desired criteria.
4. Lead system integration
Once your lead automation system is up and running, you’ll want to maximise its efficiency and usability for your team.
Combining your lead automation with any existing CRM and sales systems will collect all platforms together.
By centralising and consolidating your different systems, all staff will have direct access to the information they need.
Your team will then be able to track lead progress, access information about potential customers, and set up automated follow up messages for potential customers.
5. Lead expansion
Lead automation does not run on a specific timescale. If you start to see some good results after a few months, you may want to consider scaling up.
The larger your business grows, the more likely you’ll want to expand your strategy.
Continual evaluation will help you to refine your workflows and learn more about your customers.
Carry out regular reviews and always look out for emerging technologies to stay up to date with the latest lead automation systems.
How to generate more leads for your trade business
There are lots of different opportunities to get your business noticed, and therefore, to get more leads (potential customers). Let’s jump into the many ways that you could get more customers coming your way for quotes on their next home project. Where to find new customers Customers are everywhere
What are the best AI tools for lead automation?
There are lots of different AI tools available for lead automation strategies. Some of the most popular and well-known include:
Podium – respond to customers via social media, SMS, and chatbot systems
Mailchimp – automated e-mail marketing that can be integrated with existing CRM systems
HubSpot – Comprehensive lead generation, nurturing, and conversion platform
These lead automation tools can be used across all industries. If you’d prefer a lead automation system that is more trade focused, becoming a Checkatrade member has many benefits in terms of lead conversion and management.
Why use Checkatrade for lead conversion?
At Checkatrade we have a new pay-per-lead initiative to help generate more work and grow your larger trade business even further. For established national and regional businesses, it is a great way to boost sales and get more support.
When you want high quality leads for your business, whatever your trade, Checkatrade has options to meet your exact requirements.
Why not speak to someone today?
Quick set up, targeted leads, ongoing support, and free expansion are just some of the features available to trade businesses through our pay-per-lead model.
Lead automation with Checkatrade
As an approved Checkatrade member, you get exclusive access to the Checkatrade app.
Once you have set up the app and connected it to your Checkatrade profile, you can receive automated alerts about job requests, customer reviews, and member discounts.
Some other benefits of getting the Checkatrade app include:
Instant profile management
Photo posting for images of recent work
Job management
Full integration with your Checkatrade profile, website, and social media
Streamlined quoting and invoicing
Exclusive offers and discounts
As you an see the Checkatrade app is a great way to incorporate lead automation into your trade business.
Get more work coming to your business
Win more job opportunities and grow your trade
Content disclaimer: This content has been created for general information purposes and should not be taken as formal advice. Read our full disclaimer here.
