Lead Management Software
Lead Management Software – Capture, Distribute and Track leads within your sales teams.
3 Components of a Successful Inbound Marketing Campaign.
Posted on 26. May, 2011 by Duncan Macdonald in Inbound Marketing, Lead Management, Lead Management Blog
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In order for a business to increase sales, you must succeed in looking after existing customers (CRM) and master the task of sourcing and converting new leads into customers. Traditionally the way to generate leads used outbound marketing, in all of its many forms. This meant pushing your message outwards to as many people as possible, and playing the numbers game that at least some of them will buy at some point. Although this undoubtedly works, it can be very hit and miss. Consumers have become increasingly sophisticated at recognising and blocking out unwanted advertising. Inbound Marketing on the other hand is a marketing strategy that focuses on your business getting found by your customers. It is about attracting more people to your business and converting them in to qualified sales leads. The underlying principle is that people are already looking for what you have to offer – they just have to find you. The relative cost per lead is reduced in some cases by over 60%, meaning better return, for less money. Advantages over traditional marketing
3 Components of a Successful Inbound Marketing Campaign. Successfully implementing the Inbound Marketing process is the role of Pre-Conversion techniques, the skill of Converting interest in real Leads and Post-Conversion, the management of that Lead. Inbound Marketing focuses on three key area’s pre-conversion: Quality of content – Position your website as a go to resource. Information and persuasive writing, helpful tips and tools help attract traffic to your website and keeps them there.
Search engine optimisation – SEO brings your product, website or company into the public’s eye, so they can begin the buying process.
Social media and referrals (Twitter, LinkedIn, Facebook, Youtube.) – When the content is truly helpful, informative and interesting, people share and discuss it with their friends, family, co-workers etc. The viral aspect gives credibility and authenticity, drawing people to your website.
2. The Conversion Once you have got them to your website or talking about you, you need to work on capturing a lead when the time is right. Landing pages enable you to produce a focused message for your campaigns than your homepage is able to achieve. This translates directly into higher conversions.
Create great offers – Blogs, videos, white papers, eBooks, Webinars or free audits are just some of the ways to entice users to register.
Call to action – Never let the user guess what to do next.By understanding the sales process from the view of the customer you drive the process and will benefit from increased conversions.
Optimized Landing Pages – Each improvement in conversion you achieve by optimizing your landing pages lowers your cost per acquisition. It is therefore important that landing pages are simple, keep a consistent message nd make it obvious what the user should do next.
3. Post Conversion – Managing the Leads
So you have gone to all the effort of creating and converting into a lead, now comes the most important bit converting the leads into Sales.
Identify Qualified Leads – Define when a propsect is ready to buy or when when the prospect is ready to engage in conversation with Sales. This criteria normally requires a lead to have a defined need, the necessary budget, or an appropriate purchasing time-frame. If a lead fails to reach some combination of these, you should continue to market and nurture.
Capture and Assign Leads – Ultimately more leads means more business, so don’t let any lead fall through the cracks. When they are deemed qualified then ensure the leads are routed to sales as quickly and efficiently as possible, don’t let leads go cold, do not let your competitors steal a march.
Ensure Prompt Follow Up – Make sure the lead is acted upon. You have identified the lead is at the buying stage, track who is responsible for the lead is and at what stage in your pipeline. Identify leads being left cold, and how of your sales teams are performing.
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