Now that you know what lead generation is and its importance in a successful inbound marketing strategy, let’s see how you can optimize the conversion of visits to leads.
Your potential clients may represent a niche with particular characteristics, which determine what type of products or services are part of their interests.
As the strategist responsible for promoting such products, you must work to connect and drive sales efforts, spreading a message that skews toward your target audience.
This is how lead conversion is based on a series of strategies to optimize the process of converting users belonging to your target audience into sales opportunities.
You can start by identifying your customer base and understanding its behavior through the strategies that we will present below.
Converting leads into sales opportunities
After identifying and segmenting your potential customers with the right profile to generate new opportunities for your business, you can also determine the right time to post promoting your products or services.
Through Inbound Marketing , define the Buyer Personas and the stage in which your potential customers are within the purchase journey (Buyer Journey), each of the actions to be carried out by the marketing and sales department can be defined more effective.
From the moment a visitor comes across your website, a company must understand the progression of the user from their first visit, until they become a lead, driving the ultimate goal of the marketing department, which is to generate leads. sale.
The buyer’s journey begins when a person experiences symptoms of a problem, then begins to search for content on the internet, and after finding reading that matches their search, becomes interested in high-value content and is directed to a landing page, where contact information is requested in exchange for such content.
This is how a basic lead conversion path begins, and the marketing area of a company needs to know how to map the path for leads to follow a series of actions until they convert from user to lead or potential customer.
Strategies to improve lead conversion
Most lead conversion routes begin with a series of previous strategies, where Content Marketing prevails as the most effective technique, and is implemented by companies from various sectors through multiple channels and formats.
Among the most applied tactics to improve lead conversion, due to their effectiveness, the following stand out:
- Offer premium downloadable content.
- Place CTAs in strategic places on the page.
- Use Popups that are activated when the user tries to leave the web.
- Use few fields in your capture forms.
- Offer related premium content on your thank you pages.
Relevance of content marketing
93% of B2B companies say that Content Marketing generates more leads than traditional marketing strategies.
The numbers say it all, content is the most appropriate way to attract strangers so that they learn about your company through search engines or social networks and get hooked on your brand.
In short, content is the hook that captures the attention of users to generate new sales opportunities.
From emails, blogs, social networks, and even testimonials or success stories can say a lot about your business. Provide people with content that is relevant to them, and that provides answers to their problems.
Lead generation forms
From registration or contact forms, make sure you request only the information necessary for users to become leads and to continue qualifying them during the sales process.
Web forms should be a simple action for visitors to get what they want from your brand in exchange for the information they provide you.
CTAs or calls to action are also great ways to generate and convert leads. These must contain an action-oriented button, generating an attractive and relevant message that invites the “click”.
A good conversion path has well-defined landing pages, attractive calls to action, accessible and compelling web forms, as well as appropriate and well-developed content.
Keep in mind that there are many other conversion paths, and that the Inbound methodology allows you to develop personalized strategies.
Data integration through CRM systems
As discussed above, your conversions are based on quality processes and the proper use of tools to document and segment your potential customers, through a series of actions that seek to obtain information and progress in the purchase process.
Databases and marketing automation platforms or CRM (Customer Relationship Management) systems allow you to push your leads through the purchasing process in an intelligent way.
These CRM systems contain the details and history of each lead, vital information for the marketing and sales department to develop personalized tactics that drive the closing of sales.
Your lead conversion strategy shouldn’t just stop at generating signups for each contact. Rather, these leads should continue their Buyer Journey driven by the sales department, to generate a successful sales closing, and future customer loyalty.
To achieve this, know your target audience, use various digital channels, and implement the appropriate online techniques to drive potential customers through each stage. With these steps, the path to conversion and generation of new sales can be achieved easily and successfully.