Is your content marketing helping you close your online sales?
After all, the best and most interesting content in the world is worthless if your sales team isn't ultimately taking your leads and turning them into revenue.
So today, we wanted to discuss three methods to help turn your website into a sales-generating machine. There's a lot you can do to selectively screen your leads, while giving your sales team all the information they need to close those deals!
Three Great Ways To Push Leads Through The Funnel
1 - Pre-Qualify Your Leads On Landing Pages
One of the best ways to close more online sales is to ensure you have better leads to start with! You can use your landing page questionnaires strategically, rather than inviting the world to join your mailing list.
After all, you probably don't want anyone and everyone signing up. Leads who won't convert just waste your sales team's time and lower productivity. You can use this to your advantage! Include questions on your landing pages deliberately designed to drive off people who are unlikely to convert.
For example, many people won't complete a landing page offer that asks for their phone number. However, someone who does give their number is a whole lot more likely to convert into a sale. So, why not let everyone else screen themselves out?
Talk with your marketing department about what demographic groups you want to target, and write your questions so they include the basic facts you need for this segmentation. If someone is unwilling to give those answers, they're probably not a good lead.
2 - Start A Drip Campaign
Periodic automated emails are a highly effective way to remind your lead list of the great offers you have. Content management systems like Hubspot make it extremely easy to set up a drip feed that periodically mails out notifications whenever you want, based on whatever market segmentations you want to target.
Special promotions, new products or services, and new pieces of premium content are perfect for these sorts of periodic automated emails. Every time you inspire an existing contact to return to your website for more information, they're inching their way down the funnel.
3 - Score Your Leads
Along with the usual demographics and socio-economic information you gather from your leads, there's no reason you can't add your own lead scoring system.
Now, these scoring systems are going to be entirely subjective, but as a general rule, you add points based on each activity that a lead takes which makes them more likely to convert. More points immediately indicate more interactions, more interest, and therefore more chance of successful conversion.
You should have a listing of every interactive marketing activity a lead might engage in, along with ranked point values indicating their importance to your sales process.
So, as one example of a potential scoring list:
- Downloading an eBook: 5 Points
- Sharing a blog on Facebook: 10 Points
- Attending an online webinar: 15 Points
- Direct person-to-person inquiries: 20 Points
- Free demo request: 30 Points
If you're not sure how to rank your options, take a look at your existing clients and the conversion paths they took. Assign more points to the activities that most often led to sales in your past experience.
By tracking leads this way, you can also send targeted emails aimed at moving them a step or two higher on the point scale. From our example, you might take people who've only downloaded eBooks and directly invite them to webinars. Or, take your direct phone inquiries and send them an offer for a free demo.
The trick is to continue incrementally moving them down the funnel. Like in a personal relationship, you won't see success if you pop any of the big questions too early.
And for more advice, we cordially invite you to download our free eBook guide to creating killer marketing content!