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How to Capture Leads on your Website with Inbound Marketing

by | Apr 1, 2013 | Inbound marketing | 0 comments

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capture leads

How to capture more leads on your website is a question every business asks themselves but did you know that 95% of your website visitors don’t turn into leads? Well it’s true, and the reason for this is that not everyone who lands on your website is ready to buy. Some may only be in research mode where they are looking for more information on the products and services you sell.

People are sick of traditional marketing techniques. TV advertising no longer reaches the mass audience it once did as more people are recording their favourite show to watch at a later time and fast forwarding the adverts. Some are downloading them or streaming them via services like Netflicks. People are also fed up of spam emails, banner ads and they pay little attention to radio ads.

Companies need to evolve in line with consumer behaviour and I will show you how your company can do this. In a survey conducted by The Marketing Leadership Council 60% of the buying decisions have already been made before leads contact a sales rep. More and more patients are visiting their local doctors surgery already armed with information on the potential illness they have.

This is a big shift in consumer behaviour as more and more consumers prefer to do their own research. Websites like Google and Bing have given them the tools to do so.

Inbound marketing is proven to capture more leads

This is where inbound marketing comes in to play. To quote Brian Halligan CEO and founder of Hubspot, the world’s leading inbound marketing software company “What marketers need to do is transform their marketing from this annoying interruptive marketing, to marketing people love”.

So how do you create marketing that people will love? People come to your website at different stages of the sales funnel.  Your business needs to identify the needs of the consumer at each of these three stages and nurture them from being a prospect, into a lead and then finally into a customer.

sales funnel

The top of the Sales Funnel

The top of the sales funnel is where people are in research mode and want to learn more about your product or service before they decide to buy. This is where you need to answer questions or address any problems they may have, address any pain points and begin to move them through the sales funnel to the middle.

The types of content people will find helpful at this stage depends on your market as each industry has different issues. Get your sales team together and brain storm ideas and document  the questions they hear every day from customers. You will be amazed by the amount of information this will uncover.

You then need to create ‘call to actions’ on these pages. Call to actions are similar to the ones you will find at the bottom of this page and entice prospects into finding out more information,  helping them move through the sales funnel. The kind of content that does this is:

  • Whitepapers
  • Free Guides
  • Tip-sheets
  • How to tutorials
  • Free ebooks
  • Checklists
  • Free videos
  • And many more

The list of ways to do this is endless. I’m sure if you research your target market the kinds of content that works best will reveal itself.

The Middle of the Sales Funnel

Once you have moved your prospects into the middle of the sales funnel you can then begin to nurture your prospects into more qualified leads. By creating email lead nurturing campaigns you can send your prospects further helpful information. This can consist of:

  • Free webinars
  • Case studies
  • Free samples
  • FAQ s
  • Product spec sheets
  • Catalogues
  • And many more besides

The Bottom of the Sales Funnel

This is where your prospects are really getting hot, and is where the content must demonstrate the need your product or services fulfils or which problem it solves. The kinds of content that help you do this are:

  • Free trials
  • Demos
  • Free consultations
  • Free audits
  • Free estimates
  • Free quotes
  • Discount vouchers and coupons.
  • An many more

How do you create all this content?

This is where your business needs to shift its thinking and embrace a more informational culture. Blogging two times a week about things that matter to your customers will dramatically improve the number of leads. Get every member of staff involved in this process and blog more often.

Blogging is an effective way to drive more business to your website and it doesn’t have to be expensive, for almost no cost you can be up and running with a system like WordPress in less than ten minutes.

Don’t think that because you’re not a whizz with computers that you can’t blog. If you can use Word then you can use a blogging platform.

Companies who blog see 55% more website traffic compared to companies who don’t.

If you don’t give consumers the information they seek they will find it elsewhere, and don’t you think they are more likely to use a company who has helped them make the right decisions every step of the way?

wordpress

Convert More Leads with lead scoring

Lead scoring is the process of identifying leads that are more likely to convert. By using inbound marketing and marketing automation you will have identified how customer’s research and move through the sales funnel. This means you can pass leads to the sales team that are more qualified. It also means your sales team are more in touch with the lead’s behaviour and needs, and will result in more becoming customers.

Intrusive marketing is dying, don’t let your marketing die with it.

Tell us what works and doesn’t work in your current marketing in the comments below.

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