Dust off the employee of the month plaque. Your company website could be one of your best sales people. An effective inbound marketing strategywith your company website at its hub, attracts visitors who find your content in search engines, respond to your emails and engage with your company on social media. When your inbound marketing machine is running and tuned up, you have people in all stages of their buying cycle going to your website to consume your content.
But all prospects behave differently. The first-time visitor, who finds your blog article on a search engine, has different needs than the returning visitor who is comparing product information in order to make a purchasing decision. So how do you differentiate between these very different prospects and actually turn them into customers?
It’s all about properly nurturing your leads by taking the data you’ve collected through forms, analyzing it, and putting it to good use. This means knowing exactly what your leads want whether they are at the top, middle, or bottom of your marketing funnel. Use this lead intelligence to create the most effective marketing content for each customer persona and deliver it in an effective and efficient way.
You can do this by setting up workflows of customized emails that allow you to easily keep track of each type of lead while gently guiding them from one step of the sales funnel to the next.
Here are a few ways to divide and track your audience so you can provide exactly what they’re looking for.
Set up workflows that will send automated emails when someone completes a form or when a lead is added to a list. This is a reliable way follow up with every quality lead that engages with you on your website. For example, you could send an automatic thank you email when someone for downloads an eBook. Then follow up a few days later with a free case study or product demo. Tailor your emails using the knowledge you gather about their activity on your website.
Setting Up Workflows
Customize each step in your workflow to fit the needs of the lead who has downloaded your content. Personalize your offers depending on the type of lead, the frequency of emails you send or any lead intelligence you gather.
For example, you could create different workflows for leads that converted on different offers. Then provide different follow-ups for each group, giving them the most targeted and relevant information.
Want to get the most of your calls-to-action (CTAs), landing pages, and forms? Segment your automated workflows and personalize the emails you send to each of your segments. Do this by creating smart lists that automatically categorize your contacts according to their unique traits. Then trigger workflows when a lead matches certain marketing criteria. This lets you create more targeted follow-ups than you would by blasting a mass email to your entire contact list. The possibilities are endless, but here are a few different ways you can break down your workflows to get the most from your leads.
1. Job Title
Create different workflows and offers depending on who’s looking. A company CEO will be looking for different information than a marketing manager or a sales director.
2. Company Size
Depending on a company’s size and budget, they’ll be able to afford different versions of the product or service you’re selling. Figure out what will work for them from the start and modify your sales pitch accordingly.
Help your sales team by marketing to potential customers based on where they are located. Assign leads to the right people and close more sales.
Study Your Analytics
Inbound marketing is not a “set it and forget it” proposition. After creating blog and social media posts, eye-catching CTAs, sleek landing pages, and segmenting your leads, you need to make sure everything you’re doing is working to generate more customers.
Whether you collect marketing data from numerous web analytics or use an integrated marketing automation software tool like HubSpot, you’ll need to be able to identify which CTAs and landing pages produce the best results and which ones are falling short, in order to tweak your content and offers with confidence. As a marketer, analytics will also help you determine your ROI and prove that inbound marketing has a positive impact on your business.
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