Why a Clearly Defined Path for Inbound Traffic Can Help You Manage Your Sales Funnel
Inbound marketing is the ‘go-to’ tactic of companies in the B2B sphere as it generates over 50% more leads than traditional paid marketing. Inbound is how you get traffic, convert visitors into leads, and get leads to become paying customers. By creating a defined path for your inbound traffic, you will be able to properly segment customers and build trust; which leads to an increased number of loyal customers.
If you’ve any marketing experience whatsoever, you’ll be familiar with the sales funnel. You may be less familiar with the concept of dividing it into three distinct parts: Top, Middle and Bottom. Failure is guaranteed if you don’t focus on all three aspects. When it comes to the methodology of inbound marketing, there are four phases to consider.
The top of the sales funnel is clogged with prospects looking to solve a problem or fulfill a need. Your goal here is to attract their attention by providing them with more information on what you have to offer. Tactics at this stage include Blogging, Content Strategy, and Social Media. Make sure your content is SEO optimized or else your chances of being found are slim.
By the time you get to the middle of the funnel, you have stronger prospects because they now have information about solving their problem. It is worth your while trying to convert such leads because they are now far more likely to become customers. You must try to capture their information; a common method of doing this is to put content on a landing page. If visitors want to learn more, they have to provide you with some personal information; primarily an email address.
At this point, leads are at the bottom of the sales funnel and ready to become customers. Tactics involve lead nurturing, email marketing, and predictive lead scoring. The latter is a crucial component of any successful business because there will come a point where it doesn’t make sense to get in touch with every lead.
Most research indicates that leads are about 70% of the way to becoming customers before they are ready to speak to a salesperson. Perhaps you can combine middle of the funnel offers with bottom of the funnel offers to increase your lead conversion rate?
Inbound marketing doesn’t stop at the sale. You must provide customers with an exceptional experience if you want them to come back. Remember, new customers have higher expectations of your business than before and will pay attention to how they are treated from now on. Successful strategies include providing loyal customers with special offers and discounts. Also, don’t make the amateurish mistake of sending them CTAs meant for first-timers!
Managing the sales funnel is not as complicated as you think. When you develop a clearly defined path for your inbound marketing traffic, you’ll find that prospects become leads which then become customers, and it all takes place smoothly.