The buzzword in the business world today is “building a brand”. Before we move further, what comes in your mind when you think the word “brand”?
Is it just a logo or colour?
You have generated awesome leads for your sales team. Now what???
One of our primary responsibilities as marketers is to generate qualified leads for our sales team. BUT, our job doesn’t stop immediately right after we get the leads right at the doorstep.
Just because someone subscribed to your blog, video channel or just because someone downloaded your ebook, or perhaps has filled out the inquiry form, that doesn’t mean they are ready to close the deal. In a research it was found that 50% of leads are qualified, but they are not ready to buy yet.
Lead generation is undoubtedly important. However, it’s not the end of the sales process. Generating quality leads has value only if you are able to go through the further steps.
First is lead generation, then conversion where you convert them into clients. Then comes nurturing where you keep on adding value and look out for opportunities to go higher, wider and deeper in the sales cycle.
Most of the time lead conversion starts with Content Marketing.
According to Forbes, 93% of B2B companies say content marketing generates more leads than traditional marketing strategies. It also generates 3 times more leads compared to the traditional outbound marketing costs 62% less.
Content marketing is a type of marketing that involves the creation and sharing of online materials. It is the process of curating and creating informative, relevant and valuable content.
It may be in the form of blog posts, infographics and videos that attracts, engages, and keep your audience informed. Develop strong landing pages. Keep your blog content updated with informative content. Another channel where you can do content marketing is via Social media. Every social media channel or network is an outlet for lead conversion of your branded content.
Potential buyers are already searching the web to find the answers to their questions and to come up with solutions for their problems that brands are uniquely positioned to provide. Content marketing welcomes them every stage of their journey, and helping them move through the funnel.
Now that you have your leads what can you do to increase the likelihood of turning these leads into sales? You can do this by nurturing your leads.
Lead Nurturing is where you develop a relationship with your leads.This part is where trust is built with potential buyers at every stage of the sales funnel and all throughout the buyer’s journey.
It is about maintaining your ongoing and even potential clients and delighting them. Their concern becomes your top priority. You keep on working to generate quality outcomes, positive ROI and help your clients in maximising their investment. You should always keep adding value to their business. But at the same time “Hunting while delivering” – keep looking for any opportunity where you can go higher, wider and deeper.
Qualified leads will continue to be nurtured or will stay at the lead nurturing stage until they are sales-ready. Once a lead is determined to be sales-ready, it will move onto the next stage and will be passed onto the sales team where the transaction will take place. You must be able to close the deal. You must be able to cut through the noise and make your unique offers heard.
You need to build trust and credibility so that your leads are assured that you are the right fit for their needs.
Once you’ve closed the deal, the process doesn’t end there. YES! You heard it right, once you’ve closed the deal, it is not yet the end of the process. You need to nurture them.
As mentioned above “Nurturing” is the stage where relationship and trust are developed at every stage of the sales funnel, and through every step of the buyer’s journey.
Always provide value to your customers. Ensure that they’ll achieve positive ROI. Also, don’t limit yourself to a single transaction.
While serving, always look out for opportunities to go HIGHER, WIDER and DEEPER.
- Higher: How could you possibly move the client up on the value ascension ladder? How can you upsell?
- Wider: How can you provide a wider range of similar services? Learn new skills and leverage it.
- Deeper: Go deeper on what you provide. Keep on prospecting for selling complementary services. What other services can you offer your customers that can help them with their business?
These stages works together in turning leads into customers that can then generate consistent sales for your company.
At VIS, we have trusted sales and marketing strategists to guide you in creating and converting new sales opportunities into lifetime clients. They are dedicated in generating quality leads consistently for your business, our team will work with you in increasing the conversion rate and in nurturing the existing ones.
Ready to increase your quality leads and profits by 20-30% in 90 days?
Help us to help you. Book your 30-minutes FREE consultation today to discover how you can grow your business to new heights.