The most important step of the inbound marketing journey is to get leads converted to customers. In our Krea Design course, we consulted Jussi Liimatainen’s book Digitrippi (2020) to find ideas on how to do it.
Converting leads to customers with six inbound marketing steps
- Score your leads
Not all leads are equal. You can score your leads based on what actions they take on your website: those who give you their email address or download a brochure score high.
- Track lead sources
It is important to know how the lead found you. Some channels generate more sales than others. Use analytics to find out which channels work best and focus on these channels.
- Nurture the leads
Nurture your leads by providing information of interest to the prospect (use analytics!) to help the customer move forward in the sales funnel. With high enough lead scores, you can direct the lead to your sales team.
- Provide relevant content
To build a lead path, you need to create a right amount of relevant and customer-oriented content regarding your product or service (not too much or too little). Use an efficient call-to-action as a hook to get the target audience interested in continuing their buying path.
- Grow marketing coverage
In online lead marketing, in addition to direct channel contacts it also important to focus on digital channel contacts. The content serves as a beneficial bait for the target audience. Share more general content to increase the lead base. Relevant and helpful content targeted to your buyer persona takes the lead forward.
- Measure progress
From lead to customer conversion is the most important metric for online lead marketing, beside sales. Experiment and test what sort of marketing measures and content work for your customers and your purposes.
Combine sales and marketing to make better marketing decisions
In online lead marketing, one of the first steps is to combine sales and marketing into one sales and marketing funnel. If the sales funnel does not work, your marketing measures may be in vain.
At the top of the funnel are potential customers and at the bottom are buying customers. It is up to the company to define the measures with which the visitor is guided through the funnel in a customer-oriented manner.
Track online marketing progress and competitors
The most important information about the sales funnel is campaign-specific information and return on investment. Track, for example, how many visitors were converted into leads and how many leads led to transactions.
In order to monitor and develop progress, you should measure the success of all your channels systematically. Monitoring progress provides you with real-time information on how sales and marketing work for your customers.
The final step is to analyze competitors. Learn what your competitors are doing and adapt it to your own business. However, remember to focus on your own key competence.
Combining sales and marketing makes everything more productive. Eliminate the marketing efforts that are not effective and focus on the most profitable ones. Converting leads to customers is only successful when sales and marketing work hand in hand and the marketing efforts are truly customer-oriented.
Read more: Liimatainen, J. 2020. Digitrippi: Näin johdat digimarkkinointia.
Janette Mirjamo, Maaria Mikkola, Heikki Rouhiainen Amando Sharif