Ask any small business owner the goals of their online marketing campaign, and increasing sales is probably high on that list. Online marketing can boost online lead generation, especially if your small business actively posts on social media, communicates with past and potential clients via email marketing, and directs customers to optimized landing pages with calls to action and contact forms.
But what good is it collecting leads online if you do not spend the same effort on converting those leads into sales? Your marketing is only effective if you put the time into courting and landing sales found via online lead generation.
You might think that you can apply the same principles of traditional lead conversion when converting online leads, but that is not true. Just as your online marketing strategies must differ from traditional ones, when courting leads online, you need to employ different tactics.