Generating marketing leads can sometimes feel like an uphill task.

Posted by John Kennedy on May 19, 2018 12:44:07 PM
John Kennedy


In today's new digital world simply attracting a high volume of traffic to your website is not enough.

As an entrepreneur you need to ask yourself what happens when visitors arrive, is your website set up for conversion? What if the visitors are just looking and not ready to buy yet? How do you qualify them as prospects to nurture? Are they the right prospects to focus time and money on?

If you have limited resources you’ll want to focus your efforts to chase down the right leads, identifying the best ways to reach your target audience – those that are at the right stage of their buying cycle.

The traditional approach to marketing is not as effective as it once was - especially if you are a start-up, SaaS or a tech business that needs some consideration before a customer invests in your product or involves a complex sales process. 

Today, a prospect will have direct sales contact with your team much later than previously. That means that marketing has to take on the role to educate and qualify leads as they enter and progress along the sales funnel.

Not only does marketing need to attract leads and make them aware of your business, but they need to nurture leads that are arriving far later in their buying journey that they did before.

By the time there is some sales contact the prospect has pretty much all the information they need, so sales now need to adopt a more buyer-centric listening mode. Focusing on advice rather than prematurely selling.

The reality is that a sales prospect will find you when they’re good and ready; no matter how much effort you put into chasing them. The more value you can add to the sales interaction the more likely the prospect will remember you and return.

What is Lead Generation?

Lead generation is the process of attracting, engaging and converting your website visitors into leads - who have "raised their hand" in some way to show interest in your product or service – for example by subscribing to a newsletter, opening an email or downloading some content.

What is Lead Nurturing?

Lead nurturing tactics help your business to move leads progressively along their buying journey. The nurturing used will depend on the buying lifecycle stage the lead is at when they enter into your sales funnel. 

Here are six tips that will help your marketing team connect with customers more effectively to deliver qualified leads into the sales pipeline:

1. Take advantage of Google Analytics

Website optimization is a priority for every marketer.

That’s why it’s important to make Google Analytics your starting point. Using their insights to make small, incremental changes to help you connect more effectively with your customers.

Learn how each marketing channel you invest in drives visitor traffic to your site. How are you doing with social media, are you getting referrals, learn how to adjust your investments and budgets based on the returns of your best performing channels. This is also known as "closed loop" marketing where you are tweaking the activities based on your ongoing analysis of results.

2. Website

Your website tends to be the first customer touch point, so you need to make a strong first impression, as you don’t often get a second chance.

Nobody likes to wait for a site to load, so ensuring your site is fully optimized can reduce load times.

Once you have a visitor, you then need to ask yourself if your content speaks to your target audience about their problems and how to solve them.

If you are going to convert a visitor or at least get them to take some form of action, they need to be able to validate that you are an authority on the subject, understand their business and are trustworthy.

3. Marketing automation

To be able to attract leads and nurture them as prospects, you need to know your customer. To advise, based on their challenges, backed up with the intelligence gathered by sales on customer history, research, social selling input, etc.

Marketing automation is marketing technology that allows you to specify certain criteria and outcomes for tasks and processes triggered by a sales lead’s actions.

These actions are then interpreted, the information stored and marketing activities are then triggered.

Business-to-Business (B2B) marketing automation is rooted in email marketing, making email a primary feature.

The increase and proliferation of digital channels has made it more and more difficult for B2B marketers to target prospects and customers with the right messages at the right time.

4. Email campaigns

The anatomy of a good email is not just good copy, it’s how personal and relevant the content is. You’ll need to pair copy with data, including: search history, trial experience, personal and company information.

This will ensure your emails are more personalized, and are more likely to be read and make an impression.

5. Make SEO your best friend

All the major search engines display primary search results where web pages and other content are listed and ranked based on search engine algorithms that determine what is most relevant to the users search query.

As a business, you’ll need to understand where customer pain aligns with the solutions your business provides.

And you need to work out how you’re going to distribute your content to a particular audience looking to address a problem that your business can solve more effectively than the competition.

So, knowing the search words used by your target audience is key to you writing content in the right context for both search engines to find you, and to produce content in a format that visitors are looking for.

6. Sales & Marketing Connectivity - "Smarketing"

The increased complexity of lead generation triggered by the changes in buyer behaviour has driven the need for greater sales and marketing alignment. 

The term "smarketing" refers to the alignment between a sales and marketing team generated through a regular and positive rapport.

The idea is to have measurable goals that each team mutually agrees, a shared definition of what a lead is and a plan of how to treat leads at each stage in the sales funnel.

These goals typically are based on the marketing impact on the lead flow (number of leads provided to the sales team) and the percent of leads worked on and closed by sales.

To support these outcomes, Work.Tools can provide your employees with the tools they need to be able to collaborate, communicate and connect with each other. 

Work.Tools can manage your technology needs by offering the latest Windows and Apple devices at affordable monthly rates.

We can also help you reduce the cost of your technology setup with the Work.Tools monthly subscription plans for hardware, software and an inclusive IT support package.

Contact us if you want to hear more about how we can help you deliver a digital workplace strategy.

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Topics: small business, startups, marketing, websites

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