A 4-step process for nurturing leads (and winning clients)
Leads are the lifeblood of any design studio. So what happens when they start to slow down or take longer to convert than usual?
Whether it’s due to a slowdown in the market, higher competition, or some other factors entirely (could it be the winter season?), what we’ve been seeing in the design, architecture, and creative studios right now is that leads are taking longer to convert. Rather than letting this slow you down, let’s explore our four-step process for nurturing and converting new business opportunities.
Step 1: Know your ideal projects (and hold onto them!)
You’ve heard it before and you’ll hear it again: you absolutely need to get clear on your audience and ideal projects if you want to be able to effectively market to them. Sometimes, when we’re feeling the pinch in our business, we’ll want to take on projects or clients who aren’t the right fit for us for the sake of cash flow. I understand the temptation to do this – and don’t necessarily think it’s a bad thing! However, it’s important to be strategic about this. Avoid promoting these less-than-ideal projects on your main marketing channels unless you want to attract more of them. Continue to market to your ideal clients consistently, and they will eventually find you.
Step 2: Double down on your content marketing
Don't shy away from posting just because you’re low on project photography or site updates. This is an excellent opportunity to double down on your content marketing. Use this time to share your expertise and build trust with your audience. Prioritise connection over selling, and you'll find that converting leads becomes easier. Maintain a consistent content schedule and focus on nurturing relationships.
Step 3: Keep providing value
An inquiry is just the beginning of the process. It's easy to get excited about a new business opportunity and prematurely consider the deal closed. However, making the decision to hire an architect or work with an interior designer requires time and careful consideration. It's your job to guide potential clients through this period. Share valuable content that can help them make their decision—whether it's insightful videos, relevant articles, or thoughtful advice. This approach demonstrates your expertise and keeps you top-of-mind – without feeling like you’re doing the ‘hard sell’!
Step 4: Stay patient
Patience is crucial. While leads might be taking longer to convert, it doesn’t mean they won’t happen. Studies show that businesses typically need about seven touchpoints to turn a prospective lead into a buyer. If a lead takes 12 weeks to convert instead of your usual 6, remain patient. They could still become a future client. Trust that if it’s the right type of client and you’re a good fit, they will eventually convert!
Looking to take things a step further and reset your marketing strategy? Join us LIVE on 2 July for an upcoming workshop where we’ll craft a tailored marketing strategy that gets your studio exactly where it needs to be so you can win more leads.