Inbound - The Blog: The Secrets Behind Click To Close

 

How To Use Content Marketing To Turn Inbound Marketing Visitors Into Leads

Want More Leads? Publish The Right Types Of Content — It’s That Simple

Every so often I look back at what I’ve written about to make sure I’m creating a highly educational and helpful platform for people to learn about inbound marketing, demand generation and revenue acceleration.

I recently noticed that while I’ve mentioned the techniques we use to turn website visitors into leads in a couple of articles, it’s been over a year since I focused an entire article on the conversion strategy methodology that consistently produces results. A year in marketing time is like 10 years in regular time. Our practice area is changing so quickly that what we did last month is rarely what we’re doing this month.

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How To Create Better Bottom-Of-The-Funnel Offers To Drive More Inbound Leads

It’s Time To Graduate From Demos, Free Trials And Contact Us Offers

Leads! They are the lifeblood of any good inbound marketing program and every company wants more leads. Unfortunately, if online lead generation was easy, more people would be proficient at generating them. Instead, you have a lot of people searching for the right combination of marketing program tactics to create a scalable, repeatable and predictable lead-generation effort.

There is good news. Over the past couple of years, we’ve applied enough testing, experimentation and program optimization to know exactly what you need to do to drive website conversions and sales-ready leads. The trick comes in the execution.

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Why Your Website Isn't Generating Leads And How Inbound Marketing Can Fix It

Your Website Has ONLY ONE Goal — To Generate Leads

If you’re still thinking about your website like it’s an online brochure for your company, it’s time to start thinking differently. The only goal of marketing is to generate leads. The only goal of sales is to convert those leads into new customer revenue. If your website is a marketing tool, then the website needs to generate leads, too.

With that out of the way, let’s look objectively at your website strategy. Does it produce leads day in and day out? If the answer is "no," you have an issue that needs immediate attention. Your website should be turning between 1% and 3% of total visitors into leads. That’s industry average, but we have clients that see 5%, 7% and even almost 9% site-wide conversion rates. But I digress.

If your site is getting 1,000 visitors a month, you should expect between 10 and 30 leads a month. If you’re not getting this type of performance, you need to look into it.

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How Context, Not Content, Makes Inbound Sales Exponentially Powerful

Content Is Interesting, But Content In Context During The Sales Process Equals Revenue Growth – PART 2

Part 1 of this article addressed context within the inbound marketing part of the process. In Part 2, we’ll talk about context within the inbound sales part of the process. Enjoy!

To recap for those following at home, here’s a link to the back story of the company we’re using to describe how context fits into the sales and marketing process. To back up just a bit further, the sales process kicks in when prospects hit the bottom of the funnel and request to speak with someone on your team.

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How Context, Not Content, Makes Inbound Marketing Exponentially Powerful

Content Is Interesting, But Content In Context Equals Dramatic Business Results – PART 1

Note to our readers: This is such an important topic, we’re writing a longer-than-usual article and breaking it into a two-part series. Today, we’ll focus on how context impacts inbound marketing. Tomorrow, we’ll cover how context impacts inbound sales. Enjoy!

Everyone says it: Content is king. The more you publish, the better your results. I can tell you that if you have no content and you start content creation as part of an inbound marketing program, you will see improved results.

You’ll see increased visitors to your website and more leads from your website. But, if you want to truly turn your inbound marketing investments into a repeatable, scalable, predictable revenue machine, you’ll need to keep the context of your prospects’ buyer journey in mind every step of the way.

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Inbound Marketing Thinking Drives Content Marketing Strategy

Quality Over Quantity, But How Do You Focus Your Inbound Marketing Content To Drive Leads?

The same amount of energy it takes to light up a room for a year can be focused in the form of a laser and used to cut through concrete. Strategy helps focus your efforts. 

It’s not hard to see that today, content drives a lot of positive outcomes when it comes to marketing. Blogging gets more people to your website and improves your rank on Google. Whitepapers and e-books turn visitors into leads. Other content moves prospects through the sales process much more easily than yesterday’s sleazy sales tactics.

But, that’s the 30,000-foot view. Does anyone (your inbound marketing agency or your internal team members) really know the blocking and tackling associated with using content to drive leads and revenue? If you’ve been running inbound marketing campaigns for over 100 clients for the past six years, yes, you learn a thing or two about using content to drive business results.

Here are the non-negotiables around inbound marketing’s perspective on content marketing if you’re looking for leads.

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Inbound Marketing Prediction #7: Experience Mapping As Part Of Marketing Strategy

Create A Remarkable Experience From Click To Close

Salesforce.com is reporting that 89% of companies are planning on competing based on the overall customer experience in 2016, yet less than half actually believe they have a differentiated customer experience. The full article is available by clicking here.  

Progressive companies that are planning for 2016 need to be utilizing inbound marketing and inbound sales as their methodology for creating a “click to close” experience that differentiates your brand, helps you get found and turns leads into new customers.

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Inbound Marketing: It’s All About Your Prospect's Experience

One of the strengths of inbound marketing and inbound sales is the ability to arm yourself with the weapons you need to create a remarkable experience for your prospects. This starts from the very first time they visit your website to the time they sign with your company and all the way through their experience with your products and services.

In fact, much of the recent research has proven that the experience is actually everything. Give your prospects an experience that connects with them emotionally, and it’s your deal to lose.

Take a look at this video to see how The North Face delivers a remarkable experience. While this is a consumer example, The North Face gave these prospects the experience of a lifetime AND got them to have it while wearing their product.

Here’s how you can create a similar experience for your prospects.

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Inbound Marketing: How To Harvest Your Best Leads To Drive Revenue

You’re getting leads. That’s the good news. But, as you know, not all inbound marketing leads are created equal.

Some of these leads are people still researching, and others are ready to talk. How do you know what to say, when to say it and to whom so that these leads fly through the sales process and turn into revenue?

First, let’s remember that these leads are actually people. We have to treat them accordingly. This means that our goal is two-fold: 1) make them feel safe, and 2) get them to feel an emotional connection with your company.

If you consider the concept of "know, like and trust," it might help you build your lead-nurturing strategy.

Here you go!

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Inbound Marketing’s Final Four - Marketing Strategy, The First Step

It's perennially underestimated, but in our eyes, Marketing Strategy is by far the most significant participant in our Tournament of 64.

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