Digital marketing is a great tool for driving new leads straight into your sales funnel, but if you aren't thinking strategically, you're missing out on the value that it can add to your sales process.
Step 1: Create landing pages based off of REAL data.
Digital marketing strategies can incorporate tools that allow you to track the effectiveness and the return on investment that you achieve with your campaigns.
You can use the social media analytics provided with each channel or use external analytic tools such as Google Analytics.
These tracking tools allow you to make educated decisions when you begin to set up specific pages within your website to collect information from your prospects.
Landing pages direct users to complete a certain action, actions that are defined by you, and are specific steps within your sales cycle, thus automating part of your sales process. If you know how and why your sales reps are receiving a lead, you can better serve the customer.
Let me give you an example.
Your website sells surfboards to customers in California. You create a landing page on your website with an offer that your customers would want.
With a strategic digital marketing campaign, you can direct website visitors from California to this landing page that contains an offer. Maybe they will recieve 10% off the entire website or a free bar of surf board wax just for signing up.
When the prospect redeems the offer, you collect specific information for your sales team about these California prospects such as:
- Phone number
Really any information you want to know about them. Just make sure your offer is worth it.
Step 2: Find a strategy that works, refine, and repeat.
You could set up a clone of this page for prospective customers in Alabama, New Jersey, or wherever you'd like.
These types of landing page strategies are just one way to collect information about users. You can acquire a wealth of information through different techniques to better enable your sales professionals and get more qualified leads.
Step 3: Build and nurture connections by involving and engaging your customers.
Making sales is only part of the entire sales process. Digital marketing can be used for more than just gathering information for lead qualification.
Imagine a customer service campaign that directs users to a feedback form on your website. This form could request information from customers to improve your lowest selling product.
This allows you to involve customers in the improvement process while also requesting important information about them. The outcome is that they become more involved with your line of business, and at the same time, you'll be filling your sales pipeline.
It really is that simple.
Designing your digital marketing strategy requires dedication and an open mind. There are endless possibilities that exist for strengthening your customer relationships and the abilities of your sales team to perform better, with a solid inbound marketing strategy.