It can be very frustrating when your businesses website is not performing as it should. The number of leads you see every month seems to be stagnant, when they should be increasing month after month. If you don’t have leads you can’t get sales, to be more accurate, you can’t get sales if you don’t attract the right kind of visitors to your website but we will get to that in a moment.
You as a business owner or marketing manager may be thinking that there must be a way to get more traffic and sales via your website. All you hear from experts is how powerful the internet is for generating leads and sales.
Don’t worry, every business has been there, you just need the right kind of advice. This article will teach you the 4 core inbound marketing services that will help your business generate more traffic, leads and sales online. As inbound marketing sees 54% more leads generated than traditional outbound marketing your business should be embracing inbound.
The four core inbound marketing services
As I have said, inbound marketing is built around 4 main services. Take a look at the image below to get a better idea of how inbound marketing works.
Attracting the right kind of visitors to your website
It all starts with traffic, because without it you have no one to turn into customers but it’s not just about the volume of traffic, it's about the right kind of traffic and to attract this traffic you first of all need the right kind of content.
Most visitors to your website will not be ready to buy as they may be researching the best solution so you have to create content that attracts these people. Your visitors are usually in three different stages when they visit your website and these three stages coincide with your sales funnel.
- Top of the funnel middle
- Middle of the funnel
- Bottom of the funnel
If your visitors are at the top of the funnel they are just in the research phase so you need to create content that attracts them. Creating a business blog and content around your customers questions and pain points will attract the visitors you need to turn into customers.
Identifying the words that people type into search engines will also give ideas of what is the best kind of content subjects to write about. Also remember it is about them, not you. Always try to ask yourself what kind of actions your visitors can take after reading your content that will help them.
You can also use social media to promote your content, getting it shared will increase your audience and over time this will bring more relevant visitors to your website.
Converting your visitors into leads
By creating great content that your customer personas are attracted to (customer personas are basically your ideal customers) you will start to see a steady rise in your website traffic. Maybe you are already receiving a good amount of traffic but you’re not getting leads? This core service of converting traffic will help you to understand how to get more leads from your website.
The way we convert your traffic into leads is done with three main techniques:
- Landing Pages
To convert traffic you first need an offer to persuade your visitors to give up some kind of identifiable information. Usually at this stage it would just be a name and email address. This offer will also be relevant to their needs and will help them make the right buying decision. This could come in the form of a whitepapers, Ebooks or ' how to' guides. The possibilities are endless.
Once you have created these offers you now need to promote them with calls-to-actions. These are like little adverts usually placed at the bottom of relevant content to entice the reader to click through. You can see a call-to action on the top right of this page and also at the bottom of this article.
Once your visitors have clicked your calls to actions they will then be presented with what is called a landing page. These pages are optimised for conversions and display the benefits of downloading your content. Here are 37 wonderful examples of landing pages.
They also contain forms for the visitor to fill in their name and email to receive the content. That visitor is no longer a stranger but is now a lead.
Converting more leads into sales
Not all leads are created equal and not all of them will turn into sales. These leads will be at different stages of your buying cycle, most companies buying cycles look like this:
- A subscriber
- A lead
- A sales qualified lead
- A customer
At this stage we want to move as many people as we can through the buying cycle until they become a customer. By being able to identify your leads are sales qualified, which usually means they have requested a quote or signed up for a demo or trial, you can then pass the leads that are interested to sales. What would that mean to your business if all the leads your sales team received were sales qualified?
By using lead nurturing you can nurture your leads through your sale stages. Creating email workflows will allow you to send relevant information to your leads and help them move through your sales process. Also by using lead scoring we can identify which leads are sales qualified, all automatically.
Using software like HubSpot, that integrates with your Customer relationship management software, you can gain some really powerful insights into your lead's behaviour.
Turning customers into brand advocates and promoters
Many businesses think that this step doesn't exist but in reality this is one of the most important steps of all. It is so important to delight your customers and you do this by creating unforgettable products, services and experiences that your customers will love. With 71% of UK customers saying they would recommend a company to another based on a positive customer service experience, you cannot afford to drop the ball now.
Lots of these recommendations will come via social media so make sure you are listening to what your customers are saying.
By further using email marketing to connect with your customers on a regular basis, you can turn those into promoters who will help sell your products or services. Not many of your competitors can say that I bet.
It can seem hard for business owners and marketing managers to generate more leads and sales online if you don’t know what you are doing but if you create content that attracts the right kind of visitors then you can nurture them into sales qualified leads with lead nurturing. Next turn them into promoters with email marketing and social media, you will be amazed at the difference it will make to your bottom line and ROI.
Now it’s your turn
What are the biggest marketing challenges you face? Please let us know in the comments below.