So you’ve attracted some visitors and and converted a few of them into leads. You’re so close, so close! Our use of homonyms may be confusing, but the closing process of transforming leads into customers is fairly straightforward. A solid inbound marketing strategy includes numerous marketing tools and strategies you can use to close your leads:
When a visitor clicks on your CTA and proceeds to fill out the form on your landing page, you’ll receive their email address, typically in exchange for an informative, educational e-book, for example. Follow up by sending a series of emails with additional relevant content to help answer any further questions they might have. Email communications will help build relationships with your leads, which will increase their likelihood of making a purchase.
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Marketing automation usually involves a series of automated emails and lead nurturing communications customized to appeal to leads in specific stages of the buyer’s journey. Visitors who may have downloaded an e-book on a specific topic will automatically receive follow-up communications containing other relevant information. For example, your automated messages might direct them to read related blog articles, or download the next e-book or white paper of a series. Your website can also implement lead scoring tactics, which essentially assign point values to users who complete specific actions whenever they visit. After a visitor reaches certain scores, specific automated process will be executed to help close a sale.
Unlike unprompted, spammy email marketing methods, the inbound marketing lead nurturing process begins with a preexisting relationship between your business and the potential customer; since the visitor was willing to give their contact information, they are much more likely to trust your business, and therefore will be more likely to open and read your follow-up emails. Conversions from properly executed inbound marketing strategies can be as high as 14.6%, compared to 1.7% for traditional outbound marketing.
Customer Relationship Management (CRM).
CRM utilities allow you to manage every detail and data point you collect from your leads customers. Connect with your leads with calculated timing, and segment your audiences to cater to their interests with relevant communications.
GREAT! YOU CLOSED THE DEAL! WE KNEW YOU COULD DO IT. NOW CONTINUE TO DELIGHT YOUR CUSTOMERS