Top 8 Tips to Convert Your Pearl Diver Prospects into Customers

Pearl Diver provides huge value by identifying your anonymous website traffic, but how do you convert them into customers? Let's dive into our top 8 tips to convert your Pearl Diver prospects.

1. Identify Your ICP

An Ideal Customer Profile, or ICP, is a fictitious customer. One that has all the qualities that would make them ideal for your services.  When defining your ICP, you can consider attributes including but not limited to:

• Industry
• Company Revenue
• Company Size
• Geography

This is a broad overview that helps you identify the core segments you want to pursue. Creating your ICP can help narrow down your prospect list and reduce time wasted on companies who aren’t likely to buy.  

2. Understand Your Buyer Persona

Often confused with ICP, a Buyer Persona is a generalized representation of your customers. It’s within your ICP and where you can really dial in on specific traits. A company can have numerous personas that are compiled of key information such as:

• Age
• Gender
• Income
• Department
• Goals/Challenges

These are the people who represent your target audience. When building your Buyer Persona, it’s a good idea to categorize them according to their specific goals or challenges they're facing. This can help you personalize your content and aid in a more successful sales journey!

3. Categorize Your Prospects

Categorizing your prospects is a great way to understand where someone fits within your sales funnel. Although you may have access to their phone number and email, not all should be getting direct outreach.  

With Pearl Diver, you can easily rank your website visitors within the following categories from hottest to coldest:  

1. Pearls (Hot: Directly Actionable)

2. High ICP + High Visit  

3. High ICP + Low Visit

4. Low ICP + High Visit (Cold: More Passive Marketing)

Understanding who is ready for outreach can help you maximize your time on those who are more likely receptive and avoid annoying those who aren’t.  

4. Personalize Your Outreach

If you’re busy, it’s likely your prospects are too. Make sure your pitch is personalized to the recipient’s needs or pain points so what you’re saying resonates with them. Personalized outreach has proven successful and doesn’t have to be time consuming.  

Things to consider including are their first name, business name, goals and addressing pain points. Using your Buyer Personas can even help you craft a perfect email to a prospect focusing on things that matter to them. Asking questions can also help the conversation flow and encourages a response.

5. Build Trust

Building trust is a great way to keep your prospect feeling confident in their decision to move forward with your business. Trust is something that takes time and might not happen within the first interaction. Ensure your communication focuses on them- how you can help them surpass goals and overcome challenges.

Ways you can build trust include customer testimonials, education pieces and having friendly and engaging interactions with the prospect. Over time, this trust can build into a happy customer and even a lifelong advocate of your company.

6. Nurture Your Prospects

Ensure you are utilizing your prospects to their fullest potential by following up and reminding them of why they were interested in the first place. Avoid bombarding them with too many messages. There’s a balance between being persistent and being spammy.

A simple 3-part campaign spanning over several days can be a good place to start. Be sure to personalize your messages and include a call to action to drive a response. You may also want to avoid “yes” or “no” questions to provoke a better conversation. This doesn’t have to be time consuming, in fact, you can set up this campaign within your CRM and automatically send specific prospects to your flow.  

7. Identify Gaps

Pearl Diver can help you identify gaps or problems based on your website traffic. These are a few areas to consider when viewing your data:

1. Non-Human Traffic: Pearl will only gather real website visitors. Recent studies show that nearly 50-75% of your web traffic consists of bots. If you’re receiving low amounts of data, it may be a good time to step back and understand why that is.  

2. Incorrect ICP: Maybe you’ve noticed the people showing up to your website aren’t ideal customers. This can provide you with the opportunity to adjust your marketing. Whatever you're advertising may be attracting a certain customer profile.

8. Refine and Retest

You might not hit it on the nose the first time and that’s ok. There is always room to improve and retest your approach. Don’t be afraid of failing as it is a part of the process when testing new initiatives. Use it as a learning experience until you gain traction!  

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^{Pearl Diver is powered by Blackpearl Group.}