Use Inbound Marketing to Turn Leads into Customers
Inbound marketing has revolutionized the industry of marketing through the ease of turning leads into customers. Partnering with outbound marketing, customers and clients are more receptive to the information that pertains specifically to their interests.
Customer Relationship Management
Hubspot offers a free CRM software which tracks contact and company information in detail and with ease. If kayaking is your business, then utilizing the inbound technology to send outbound information will have your prospects paddling their way to your company because of your marketing efforts.
Email Marketing
Once the CRM is in effect, emailing those who inquired about your outdoor products or services is one of the most useful tools used in obtaining leads. According to Hubspot, "A good email is valuable, relevant, expected and integrated." Customize your email to express your business' unique personality and design while appealing to your customer's specific desires.
Lead Scoring
Lead scoring is a fantastic tool that helps to differentiate contacts that are mildly curious from contacts that want your products or services today. It takes the responses and ranks the potential of which connections to follow-up with first.
Automation
Marketing automation is a mass of information to reach out to potential prospects. When used with the other inbound marketing tools, it can boost the efforts of encouraging candidates to inquire more about the product or service offered. Utilizing the tools of inbound marketing in conjunction with some outbound is a more effective method of turning leads into customers. Prospects won't feel as invaded and welcome the information that is pertinent to them. Market your company with the proper tools toward its highest potential. Contact Harness today for obtaining more information toward your success.
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Hubspot (2016). Free CRM Software for Small Business. Retrieved from http://www.hubspot.com/products/crm
Hubspot (2016). What makes good email marketing. Retrieved from http://www.hubspot.com/marketing-resources/email-marketing
Hubspot (2016). Lead Scoring 101: How to Use Data to Calculate a Basic Lead Score. Retrieved from http://blog.hubspot.com/marketing/lead-scoring-instructions#sm.000018pfw5o23zelspsh7jp8mi1lq
Hubspot (2016). What is Marketing Automation? Retrieved from http://www.hubspot.com/marketing-automation-information
What is Marketing Automation?
What is Marketing Automation? The Top 3 Reasons You Should Be Using This Technology
Here is a scenario you may be up against if you are doing things right:
You have been working hard over the recent past to create content such as videos, blog posts, infographics, and white papers that are interesting and valuable to your future customers. You have a fan base on social media that is engaged with your posts and sharing them. You have created regular traffic to your blog posts and your email list is growing.
Further, some of these users may even be demonstrating buying cues such as looking at your pricing page and checking out your testimonials - but how would you know when that occurs and follow up at the right time? More importantly, the question remains - how do you nurture these leads into buying customers?
The answer:
Marketing Automation: a means to drive more leads, convert leads into sales, and measure ROI of individual campaigns.
1. Generate More Leads
With marketing automation software, we are able to identify anonymous visitors to our site. That means we can prospect more accurately because we know which companies are interested. We can also capture information in forms from users that are interested in staying up to date with our video content, requesting a demo, or in exchange for an infographic or white paper.
2. Drive Sales
Once that user is in our system, his use can be tracked at each subsequent visit to our website - we know when our prospects visit. Based on his visits and actions on our site, the user will be segmented into a campaign with personalized follow-up information to nurture the relationship. For example, if he shows interest in our Video Marketing for eCommerce videos, we can automatically send him information that pertains to our eCommerce content creation services.
Even more interesting is the way the system scores leads based on a number of parameters that we can set based on a client's unique business. Â An example of a high profile lead in the system would be a user that visits frequently, fills out a form, clicks-through on our emails, and downloads a white paper. Once a lead meets certain parameters and is moving through the sales funnel, the follow-up approach changes to be sure to make the most of the opportunity. There is even an option for the system to alert a salesperson to make a direct call when a prospect is on the site.
3. Measure ROI
The automation software provides comprehensive analytics for each individual campaign so marketers can measure what is working best and where to allocate marketing resources. There are extensive reporting features with exportable graphs to share with your teams, allowing for firms to make better, data-driven decisions, which in turn reduces costs.
