The ultimate goal of inbound marketing is to increase your revenue and profitability
This is done by systematically driving more traffic to your site, capturing interested prospects, nurturing those prospects and converting them into sales-ready leads. What the conversion process precisely looks like depends entirely on your sales funnel’s design. When done right, inbound marketing has proven it can reduce the costs to acquire a lead by as much as 60% and increase marketing ROI by an average of 200 to 300%.
- Converting prospects into sales-ready leads means search engine, content and social media marketing activities have been attracting more qualified traffic to your site.
- While on your site, advanced content marketing and lead nurturing activities continue to feed your prospects’ hunger for more information.
- Using advanced lead conversion tactics has prospects continually saying “yes” to your valued content by reading, watching, listening or downloading more and more of it.
- The habit of saying “yes” to each small call to action becomes so ingrained, that by the time a prospect reaches the decision-making point, converting him/her into a customer can be as simple as answering your phone.
A smart lead conversion plan has:
- Clearly defined sales and marketing funnel for each buyer persona with the content to support it
- Alignment between Sales and Marketing that includes lead scoring criteria
- Calls-to-Action (CTAs) displayed on all web pages, blog posts and landing pages
- Unique landing pages to maximize conversions
- Reassuring, simple forms
- Integrated lead nurturing / email marketing with a CRM
- Lead intelligence reporting
