Convert Leads to Customers | Inbound Marketing Consulting

Your website is filled with unique and engaging content and your social media sites are humming along nicely. You're getting more traffic to the website and leads are up and growing each month. Now what? How do you convert those leads to loyal customers? 

Our inbound marketing professionals suggest these steps:

Marketing and Sales Are Singing From the Same Sheet of Music – your teams must speak the same language and understand the value of your products and services the same way. Don't do this and you'll confuse and alienate your potential customers.

Build Smarter Landing Pages – design your landing pages to achieve specific sales goals:

• Segmentation – who are your leads? What region? What industry? What are they looking for and how soon will they decide to buy? Design your landing page forms to capture information that is important to your sales process, but don't scare people away with forms that are too long and obtrusive. You can try A/B testing to find just the right balance between capturing information and converting leads.
• Source – it's very important to understand where your leads originated so that you can find the best "sweet spots" for lead conversion. Did they come from Twitter, Facebook, LinkedIn, E-mail, or Google? How did they find you and what were they searching for. This information helps your sales force know how best to communicate with leads and understand their needs and preferences.
• Analysis – you need online lead conversion analysis tools that are readily available to both marketing and sales in order to monitor lead conversion events and quickly decide how to respond. You need to be able to analyze and compare landing page messages, layout, forms and positioning in order to optimize lead conversion rates.

Assign Leads – how many potential sales are lost because your team failed to recognize an opportunity and respond immediately? Your lead generation system and strategy must be set up to immediately notify both sales and marketing people, to quickly assess the "warmth" of a lead, assign the lead to the appropriate sales person and monitor progress towards closing. The ideal solution is a CRM system integrated with your marketing/lead generation platform. 

Close the Loop – once your sales and marketing people are working as a team, you can start to improve the overall process. Feedback from sales people to marketers can lead to better calls-to-action, landing pages and content. Communication between marketers and sales people can help to align messaging and communication with leads during the sales process.