No matter what product or service your business is trying to sell, identifying new leads is a key aspect of business growth. Gone are the days of mass outbound marketing, inundating potential customers with the same generic material and hoping that someone would take the bait. Using cold leads to direct your cold calling and outbound marketing is a thing of the past. It’s never been a better time to generate warm leads with tried and tested inbound marketing tools.
The best part of adopting an inbound marketing strategy is that lead generation doesn’t have to be as strenuous a process as it once was. By creating a solid content marketing framework for your business, small efforts can yield big results.
The warmest leads are the ones that find you.
But first, you need to be found. In order for those warm leads to come in, you have to be ranked with the search engines. While no-one knows for certain how the Google algorithms work, we do know that they reward fresh, up-to-date content that is relevant. How better to do that than with regular blog posts which use SEO keywords to signal to Google what your site is about. And let’s not forget social media either: a well-constructed post on Facebook directing people to an engaging article on your site is a sure-fire way to generate traffic.
First impressions count with inbound marketing.
As website visitors start trickling in, having the aforementioned solid content marketing framework comes into play. No matter how good your lead generation strategy has been up to this point, if visitors are met with a landing page that is unprofessional, overwhelming or irrelevant, you’ll lose them. Ensure that your site accurately represents your business and is free of grammatical or spelling errors.
Turning visitors into warm leads.
One of the biggest mistakes I see on clients websites is a lack of forethought. Don’t rely on your visitors to buy your product or service on their first visit to your website. Putting all of your eggs into one basket is the worst thing to do when trying to generate leads. Instead, make sure that you capture those visitors who have been interested enough to visit your site, but aren’t ready to become customers, these are, after all, exactly the warm leads that you’re looking for.
Utilize call to action buttons on your website, encouraging visitors to email, pick up the phone or book. The main objective at this stage is to be able to contact the visitor in the future with offers or information that they may find relevant. One fantastic way to do this is by offering incentives to sign up to your newsletter, many companies now offer 10-20% off a future order for visitors who sign up for email communications. Think of ways to capture these details for your business.
Once you have the details for these potential customers, lead nurturing comes into play. Throughout every stage of the process, you are given opportunities to build the relationship between your brand and warm leads, keep this in mind when planning your communications with this group.
Turning warm leads into customers.
The final stage of the inbound marketing process, turning those warm inbound leads into customers. There is only so much that content is able to do when it comes to convincing a lead to become a customer. The best practice at this stage is to funnel your warm leads to through to a well-trained sales rep, capable of closing the transaction. The importance of an enthusiastic sales team cannot be overstated; they may be the final step of the inbound marketing process, but without them, the rest is in vain. Whether it be at the end of the phone or through online facilities such as web chat, using all of your resources to secure new customers is a no-brainer.
And there we have it, how to turn Joe Public into your next customer by generating warm leads with inbound marketing. Would you benefit from help in planning your next marketing strategy?