Econsultancy’s Quarterly Digital Intelligence Briefing found that even though companies are generally happy to embrace content marketing, the majority are still learning the ropes. Nearly half of the survey respondents admit they have not quite mastered the art of digital marketing, with only 21% saying they are “excellent” or “good” at it.
What is the reason behind these statistics? Why are you not converting leads to clients when you tweet every day, blog three times a week and regularly update your Facebook Business Page?
According to the report, while some companies have reaped the benefits of a ‘just do it’ attitude to social media engagement, many have held back from it due to the challenges of measuring the effect of social media interaction on brand sentiment.
While it is understandable that CFOs in general would still be reluctant to fork out money on activities that lack tangible value, there are in fact tools that can precisely gauge the impact of company blogs and social media engagement on brand awareness and sentiment.
As HubSpot reaches the grand old age of 5 years old it is incredible to look back at how much they have achieved. HubSpot have revolutionised the face of internet marketing, enabling businesses across the world to grow their audience, generate leads automatically and close more sales. Their Inbound Marketing solutions offer a long term formula for successful internet marketing in the digital age. After securing $32million funding in March 2011 from Google Ventures, Sequoia Capital and Salesforce.com, it went on to win nine awards during June alone. It is easy to understand why HubSpot’s customer following grows each day.
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Marketing to advertising savvy consumers just became a lot more difficult. Relying on traditional marketing techniques fails to cut through the noise of media communications which consumers are exposed to, and actively avoid, each day. Think about how many adverts & promos you saw this morning whilst travelling to work. Did you notice them all? Can you remember half of them? No. That is the point. Traditional marketing is interruptive. It demands our time and attention on its terms and not when we want to digest it. Inbound marketing is different…
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In one of our previous blog post we discussed the importance of SEO, Social Media and Blogging strategies to attract people to your website and ensure that your business is being found online. While this is extremely important, business owner’s want to know; Are our online campaigns generating new profitable customers?
So how do you convert leads into paying customers?
Lead Nurturing
Step 1 is to set up lead nurturing programmes. Visitors initially convert to leads on your website by providing their details by filling out a form to receive content they perceive as valuable. For example, a white paper, access to video content, or to register for a webinar.
When the form is submitted your sales team will be able to see exactly what kind of information they are interested in. Providing additional information to these leads within a week of their initial conversion increases final sales conversion rates.
You can then send them specific information that you know they are interested in via automated emails using Hubspot’s lead generation software tools. This will move your suspect further down the sales funnel, and keeps your business at the forefront of their mind, while providing additional valuable data for your sales team.
