Inbound marketing lead conversion- A brief guide
The trickiest part of a lead generation campaign is to acquire leads. Almost any inbound marketers agree with this fact. However, with the right strategy, you can easily draw inbound leads to your website. We have provided you with the best tips for inbound marketing lead conversion. You will get new clients by converting your leads from an inbound marketing campaign.
Inbound marketing is a lead-generation technique for small and medium businesses. The success of this campaign depends on the steps implemented for this program. The most important step is to attract visitors to your site. You can achieve the best results by writing and promoting keyword-rich blogs on social media platforms.
Your inbound marketing activity needs some time to turn out some results. You will see the outcome within 3 to 6 months. However, you can notice a significant increase in web traffic after 9 to 12 months of consistent marketing activities. Instead of rewarding the technically structured websites, the new algorithm considers sites that create quality content regularly.
Most important steps for inbound marketing lead conversion-
You can now read a comprehensive guide on how to convert your inbound marketing leads.
Interaction between sales and marketing-
SMarketing is a term (coined by HubSpot) to denote the connection and alignment between marketing and sales. It is one of the aspects of a custom inbound marketing program. Thus, your salespersons and marketers should work together to get the best value from their marketing program.
You have to discuss thoroughly with key players and focus on several questions-
How will you find the point of contact?
- Which criteria make your leads eligible?
- How will you send the leads from the marketing team to the salesperson?
- Who is engaged in lead intelligence conversations and lead scoring?
- How do sales-qualified leads differ from marketing-qualified leads?
More questions will come up during interactions with the marketing and sales teams. However, you should make a solid plan for lead follow-up.
Qualify your leads- Do research-
If you find the flow of leads, you should start evaluating them. You have to find whether these leads match the target persona. Compare leads and identify their eligibility. Lead scoring lets you choose criteria that are important to your business. The automatic lead scoring process varies with the information collected from the forms. This process lets you filter out bad leads, and you can easily detect the high-scoring leads.
After determining the potential leads through manual research and a scoring process, the first step is to include thorough research on the individuals and companies. Before starting an interaction with leads, you should learn about them.
Make contact by using a consultative approach-
You have not attracted your leads with your cold-calling approach. So, you have warm leads who are interested in learning about your services and products. For instance, they have visited your site, downloaded resources, read your blogs, or simply read your web content.
Thus, you should make a consultative approach to know who has followed up with your leads. Doing a follow-up is different from making an instant sale. That is why you should ask questions and prove the value of your resources.
To make an initial contact, you have to ask open-ended questions related to the topics on which they research. You should try to find the challenges and needs of your potential clients. Educate them properly to make the conversion process successful. Your follow-up will be effective with this approach. It must not lead to the loss of your inbound leads.
Continue regular follow-up-
Before having a response from potential customers, sellers should that that it involves more than one point of contact.
It may mean multiple attempts via email, phone, and social media. You will also find them relevant while attracting inbound marketing leads. Due to your busy lifestyle, your busy customers may miss out on your voicemails and emails. Still., you should make persistent attempts to begin your conversation.
Optimize your lead conversion effort-
It is another important step for your inbound marketing campaign. Your lead follow-up process should be tracked. You need to revisit your leads within several weeks. The data you can gather with your tracking effort can be used for website analytics. You will get more important information about your leads. Thus, invest in a tracking system and follow the right process consistently.
Optimize your regular follow-up efforts. Update the lead scoring process and have a better outcome from what you have learned.
CRM and email- Playing a role in converting inbound marketing lead conversion-
A CRM system plays an important role in the lead nurturing process. You cannot nurture leads until you have learned anything about them. So, it is mandatory to invest in a CRM. From HubSpot CRM to Salesforce, several options are available to you.
Small businesses can use CRM to generate leads and make the conversion successful. CRM reduces the effort of your salespersons and manages your customers’ data. It also lets you develop a good customer relationship. The sales CRM facilitates the automation of the sales process. It ensures that calls, demonstrations, meetings, and revenues do not let you miss out on leads.
Using a CRM, your salespersons can collaborate with each other and share data. They also keep others informed with relevant information. It also reduces the risk of confusion and errors significantly. As CRM stores information, everyone using the platform is updated. It also users about the status of the sales.
You can now start an inbound marketing campaign to drive more leads to your site. Find the best strategies for your inbound marketing lead conversion. Let your sales and marketing teams plan every conversion program. It will enable them to reach the target buyer persona successfully. However, you can use Capture, an automated platform for marketers to automate your marketing program.
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