February 8th, 2018
The number one priority your website has is to cultivate leads. Creating unique CTA's that successfully convert readers is all the rage. Once you have a person's Email, what are the next steps? Cultivating your leads, building a relationship with potential customers and ultimately making the sale is all about creating a reputation with the client.
It Starts with Brand Recognition
Before a potential buyer even lands on your site, they are searching for a solution to their problem. This search will eventually lead them to your website, and maybe even the sales funnel. In order to take advantage of seemingly random inquiries, creating a trustworthy brand can help improve your own standings.
- Social media. Having popular social media accounts will go a long way toward creating brand recognition. Everybody uses some kind of app - whether it's Twitter or Facebook - potential leads are there perusing pictures and posts. Keeping your company humanized with plenty of original content and community engagement will help show buyers your company is there for them. People want to see interaction from a company, not a faceless corporate behemoth.
- Customer service. If a potential buyer contacts your company to ask about a service or product, how that interaction proceeds will determine if they become a customer or not. It's not just phone calls where customer service occurs but Email inquiries and comments. Stay positive and helpful, people care about the tone your business uses. Even if the interaction does not create a sale right away, fostering good will can turn into a sale down the road.
Once a person has decided to trust you enough to give up their Email, you can begin the process of marketing. This is not to be confused with "cold-calling", email marketing is a form of inbound marketing meant to build a relationship.
- Don't lead with an ask. Instead of bombarding your new leads with sales pitches, treat them as actual humans. Build a relationship with them by offering some sort of valuable content. People love free stuff, especially if it helps them. It also creates an opportunity for your business to build trust. The more you help someone, the more likely they are to continue reading your Emails.
- Categorize your Email lists. Continual revamping and management of the list will help increase reader engagement. Track who opens your messages and who clicks on the internal links. Purge your email list of those who are not engaging and create custom sales funnels for people every step of their sales journey.
- Track ROI. Creating large email marketing campaigns is a proven tactic of cultivating leads. Having a centralized hub from which to send the Emails and track their metrics is where having a CMS is of importance. With the right back end, you can create visual graphs of the data sets that show which Emails were most effective. Track all of your leads and build a relationship built on raw data.
Gaining views on your website is all about the content. Proper SEO formatting coupled with valuable information will create an ecosystem worth visiting. Become an authority in your niche and let your customers know you are a trustworthy company.
- Quality and consistent blogs. What better way to connect with potential customers than to create a blog? Buyers want to conduct thorough research before making a purchase, give them all the information they need on your site. It's not just about one or two blogs, it's about creating a catalog of informative posts. Let the reader spend hours on your website learning everything there is to know about your industry.
- Organic SEO. With enough original content on your website, large search engines will start categorizing your website. Use keywords that rank high in search queries but lack competition. Create blogs around the most commonly asked questions about your business. Give the web crawlers something to look for on your site. Build a network of backlinked articles that lead to your company. Create a network of value and begin the process of lead generation.