Maintaining Trust in Inbound Lead Generation and Communication

November 30, 2023
Maintaining Trust in Inbound Lead Generation and Communication

When a prospect visits your website, he or she has expressed interest in the products or services you offer and, thus, becomes the newest member of your list of leads. Following up on these leads is one of the most important stages of the sales process, and protecting the trust of your leads is essential. If your leads don't trust you, they won't be willing to make a purchase. Follow the tips below to ensure that consumers view your company as safe and reliable.

1. Be transparent.

Consumers deserve to know how you will use the information you collect from them when they visit your website. When requesting information, such as through an online form, be clear about how you plan to use it. If any third parties will have access to the information, be sure to let consumers know.

2. Don't force it.

Collecting information about your leads can be useful for inbound marketing and sales purposes. However, you should not force consumers to provide non-essential information or agree to communications that they don't want to receive or accept your privacy policy to view your website.

3. Protect sensitive information.

Information security is of the utmost concern to most consumers. If you collect sensitive information, such as credit card numbers, put measures in place to protect it from hackers and other online security threats. To strengthen online trust, make consumers aware of the precautions you have taken to protect their security.
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4. Allow consumers to opt out.

Consumers will feel more comfortable receiving communications from your company if they don't feel trapped. Provide consumers with the option of unsubscribing to communications at any time after signing up, and offer clear instructions for how to do so. 

5. Address breaches immediately.

Despite your best efforts to protect consumer data, problems may still occur. In the event of a data breach, inform consumers immediately if any of their information is compromised. Offer sincere apologies and restitution if necessary.

So what? 

It's important that you ensure your leads feel comfortable with their interactions with you from the start. How you do business with a lead helps set the tone for their customer journey.  Get started on the right foot!

 Not sure how to get started with lead conversion?  Download this free guide from Hubspot to help turn your leads into delighted customers!

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Author Bio

Alex Moore, MBA, is a senior partner and marketing strategy expert at Stratagon. In true early adopter fashion, Alex is passionate about marketing technology, automation, CRM and using leading tech tools to create forward movement in business and in life. Connect with him on Twitter.