Every sales organization needs to attract and nurture prospects. After all, getting potential customers interested — through content, SEO and social media — is a powerful jump-start on the sales journey and a priority for any organization that invests in marketing automation technology.
“inbound marketing costs an average of 62% less per lead”
But driving prospects to your website is not enough to boost your bottom line. Getting interested buyers to the top of the sales funnel is a must, but you won’t grow your business if you don’t convert enough of those leads. You need your best prospects to transform into paying customers and to stick with you over the long haul. Given that inbound marketing costs an average of 62% less per lead than traditional outbound marketing, you can’t afford not to implement a strategy for your organization — plus you’ll be a favorite with the finance department.
For marketing automation to be effective, it needs to go beyond attracting and nurturing leads to address the entire length and breadth of the sales cycle. Most importantly, marketing automation needs to help close deals. So what is the best way to move prospects from initial awareness and interest to being sales-ready and, finally, buying your products or services — hopefully time and time again?
That’s where the right inbound marketing strategies come in — that is, drawing your ideal prospects to your doorstep, providing the personalized content they crave based on where they are on their path-to-purchase, and transforming engaged leads into loyal, delighted customers. Here are five inbound marketing strategies that help convert your sales-ready prospects into long-term, happy buyers:
1) Landing Pages: Get Your Prospect on Board
The vast majority of prospects that visit your website aren’t ready to buy. That means you need to stay in touch, in a personalized, nurturing style. To captivate curious visitors and turn them into solid leads that convert, you need to create the best landing pages possible — with customized, segmented content that helps you collect contact information from the potential customers you want most. And with the right SEO tools in place, you can embed the keyword metadata and descriptions that make your pages pop in organic search.
2) Email Marketing: Stay in Personalized Touch
Email is really the beating heart of marketing automation technology — the best way to stay engaged and communicate in a real, personalized way with your most important leads. The most effective tools offer an intuitive interface so you can get messaging up and running quickly, as well as easy-to-use, flexible options so creating campaigns and managing your lists is simple. In addition, make sure your email platform offers the reports you need, with key metrics and advanced analytics, as well as top-shelf deliverability and support.
3) Lead Scoring: Pinpoint Your Prospect Pipeline
By measuring how prospects interact with your messaging, you can rank them based on their likelihood to convert — and segment them accordingly. Your sales team can then reach out in the most appropriate way to the prospects with the most potential. The right lead scoring tools allow you to automatically segment based on actions, inactions and levels of engagement — that data will let you build a powerful pipeline that moves your prospects through more efficiently and ultimately closes more deals.