- How much of that traffic contains quality leads for your business?
- More importantly, how much of that traffic converts into closed customers?
Cue deer-in-headlights look!
Assess Your Visitor-to-Lead Conversion Ratio
Nurture Visitors Not Ready to Buy
Out of those 1000 visitors who come to your website monthly, many of them are interested in your business, but some visitors may not be ready for your sales pitch, nor are they ready to be contacted by anyone from your team. A majority of those visitors are simply doing research, and aren't sure that your company fits their needs.
Nurturing these leads over time with free resources and helpful content keeps you in touch with them, without the sales pressure. So, let the content you share match where that visitor is in the buyer's journey. For example, if a potential customer is in the awareness or consideration stage, provide an e-Book or a how-to video instead of offering content that they're not ready for yet, like a live demo or a coupon, which are much better suited for those in the decision stage.
Deliver Content Correctly
The time and delivery method of content like emails, video or social media is important. Content served to the right people in the right context can be a huge time saver for both you and your prospects! Let your content pre-qualify your prospective clients for you. Then convert, close, and follow up with those who expressed interest and provided you with information about them, such as their budget and timeline to make a decision. It's a beneficial cycle for all parties included!
Wouldn't it be great if your sales calls strictly consisted of closing clients based on their specific needs or interests? Instead of answering the same basic questions and overcoming the same objections, the sales team can now contact the strongest leads who are already pre-qualified through this solid content marketing approach.
By leading prospects through the funnel toward a purchase, you'll no longer play a guessing game or spend the same amount of time to get a "no" as you take to get a "yes." Your website content leads the right clients to you as it follows the buyer's journey. That's the power of effective content marketing utilizing inbound marketing methodology!