Sales Mastery: Converting Inbound Leads

If you want to convert inbound leads, your inbound marketing methodology needs to be data-driven, consistent, and highly tactical.

This blog lays out such a strategy – there are three simple steps, though a lot is packed into each, so we explore each one in depth below.

Step 1: Create Value

At this step, the goal is to spread the word about your brand and get people interested – the best way to do that is to put out valuable resources. 

You can do this via email marketing, social media, and blog content. You can also create lead magnets, which are resources that are offered in exchange for an email address, so the recipient gets a ton of value and you get their email.

The purpose of a lead magnet is both to provide value and to capture information about the lead so you can start a conversation with them and begin the conversion process.

Here are a few examples of lead magnets:

  • An hour-long webinar that covers a specialized topic
  • A how-to guide that teaches readers something simple and actionable
  • A free ebook on a hot topic in your industry

The methods discussed above — blog content, lead magnets, social media, etc. — are really basic. Elemental though they seem, they are the tactics that are used by most companies today to generate leads.

However, don’t let that constrain you! Lead generation is the realm of creativity and imagination. So, explore, test, iterate, and find the method that works best for your brand.

Step 2: Get Information

Now that your resources are published and potential customers are finding them, the next step would be to direct them to a landing page with a contact form.  At this stage, sending leads to a contact form is integral. This is how you’ll get critical info about the lead, like what kind of company they work for and why they’re considering your product or service. 

The fewer fields you include on the form, the more likely the lead will submit their contact information. At a minimum, the form should include fields for first name, last name, and email address.

Step 3: Capture the Lead

The lead fills out that contact form and begins engagement with your sales team. By now, a lot of the hard work is done, but it’s still important to seamlessly transfer the lead to sales as quickly as possible. In fact, studies show that companies who answer a lead in 5 minutes or less have a much higher chance of converting the lead than a company that waited.

Once the lead is passed to sales, you can consider the lead to be captured, and this completes this portion of the lead conversion process. 

Call the Pros!

Having the right strategy in place will not only help you convert leads but also manage and assign those leads without any roadblocks. That’s where EBS/Growth comes in.  

We help you develop a lead generation plan and provide valuable information on your possible leads to your sales team members – saving them time and your money. Not to mention, this is the best way to make sure you aren’t losing great opportunities. Need help getting started? Contact us, that’s why we are here!

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