According to studies, more than 70% of marketers say they give priority to converting leads into customers, while about 65% say their main challenge is to generate traffic and leads.
Confused, isn't it?
Why do they prioritize converting leads to customers if the challenge is really to generate traffic and leads? For many of the companies the problem is really that, the aesthetics! They worry about having a website or "beautiful" social networks, and expect them to do the job by themselves. Rarely do they remember that having this improved is not enough, it is necessary to create content, something that involves and captures the attention of visitors.
Don't you understand? Let us explain with a concrete example.
Let's imagine that we want to change cars, that the family has grown, that we have children and that we need to change our sports car for a family van. After a search we found the ideal van, with everything you need for everyday life, comfort, good design and in excellent condition. We contacted the owner of the stand, booked a visit and went for a test drive. In the end, not to mention values, specifications or anything like that, we noticed that the consumption of the van is very high. Between taking our children to school, work and shopping, we end up travelling a lot and consequently we do many kilometres every day. Thus, it was unthinkable to be able to bear the costs that the van would bring.
In conclusion, we found the van of our dreams, with everything that would be ideal for us and our children, but we didn't notice the most important detail.
What's missing here?
Content, detailed information on the stand's website so that we could check consumption before "falling in love". Will we go to that website again to see other cars? Probably not!
With your company is exactly the same, it is important to provide content that interest and give answers to visitors, so you gain credibility among them, and do not go unnoticed among competitors.
How to use Inbound Marketing to generate traffic and leads?
In a fast and simple way, Inbound Marketing is a type of marketing, in which the goal is to be sought by potential customers and not the other way around as in several marketing strategies. It is necessary to provide content and engage potential customers with the brand.
Simple no? Actually, none of this is simple in practice. Let us explain the essence of this.
The goal of Inbound Marketing is to strategically create content that attracts strangers and converts them into visitors, visitors into leads, leads into customers and finally customers into loyal customers of the brand, in order to refer us to others. How can this be achieved?
Understand how visitors see our product, and how we will help you achieve your goals, or meet your needs. Once that understanding is achieved, we develop content that meets those same needs and that answers all the questions raised.
But how does this help you generate traffic and leads?
With the constant technological development, and the world becoming more and more digital, it is imperative that companies bet on Inbound Marketing. Consumers start not going to physical stores, nor call to learn more information. Currently they look for information on the Internet, on the websites of companies. They have become self-taught in the search for solutions. So we should contain content in our Blog that educates the potential customer.
Phase 1 - Attraction of visitors
The first stage of Inbound Marketing is to attract visitors through content created for the company's Blog. The priority should be to create relevant content that satisfies the readers.
Remember the example given of the dream van, if the stand would have provided the necessary information perhaps we would have opted for a similar van, but more economical within the stand itself.
Phase 2 - Convert visitors
The second phase is the conversion of visitors into Leads (qualified contacts), through call to actions, or forms on landing pages.
Nothing is provided free of charge, all information given must be made under the effect of an exchange, in this case, information for personal data. Once this exchange is achieved, we achieve the desired conversion (visitors into leads).
Hint: Use a platform, such as Closum, capable of managing all your leads so that you can optimise their entire treatment.
In short, we can, through relevant content, convert visitors into leads. With this, it is possible to say that Content Marketing is the fuel of Inbound Marketing.
And how does Inbound Marketing help you convert leads into customers?
Now that we've discussed how to generate traffic and leads, how can we convert these same leads into customers?
Here comes phase 3 and 4, converting visitors into customers and then into loyal customers.
Since the focus is on getting leads to become customers, we must nurture their interest over time. Not always when we get the leads, they are prepared to close the deal. We should therefore treat them in stages.
This is exactly what lead nurturing is all about, nurturing the interest of leads so that as soon as they are ready, they can close a deal.
It gives a score to the leads (lead scoring)! Showed interest, a score; downloaded an ebook, more score; subscribed to a newsletter, more score; and as soon as it is in a state of advanced maturity we send a proposal and close a deal.
Loyal and satisfied customers promote our company, product or service, referring us as the best for that problem. This is perhaps the best strategy to adopt and why?
Because customers who deal with you again spend on average 33% more than new customers.
Here it is important to create a relationship of "friendship" with the customer, promote events, special discounts or an excellent after-sales service.
Hint: Inbound Marketing is limited to the education of the potential client, use the 70/30 rule. 70% of educational content, 30% of promotional content.
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