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Inbound marketing is associated with a funnel that we call sales funnel and is all about moving the customer smoothly through this sales funnel. You are doing a lot to bring traffic to your website but just getting the traffic to your website doesn’t mean you are getting more business. To get more business, you need to plan on lead generation and should know how to convert traffic into leads . After all your main objective is to generate as much revenue as possible.
In this article we are going to talk about how imperative it is to have a lead generation plan however before that let’s discuss a few things that are also very important.
1) Distinguished channels that drive traffic to your website
There are multiple channels at your disposal that help you drive traffic to your website. However, a huge traffic is driven to your website doesn’t mean sales and revenue generation. There is a lot more you need to do to convert traffic into customers. However, before we go ahead and discuss that, let’s have a look to a few ways you can bring traffic to your website.
• Through social media sites like Facebook, Twitter, LinkedIn, etc
• Through a blog meant for helping and educating target prospects
• By optimizing website for search engines that leads to organic search results ranking
• By sending out targeted emails marketing the product or services
• Through SMS marketing
• Through online ads on Google and other search engines
• Through traditional marketing medium like Flyers, Pamphlets, etc. that includes the website’s address
2) How to hold visitors interest and reduce bounce back
Now when, a significant amount of traffic has already started coming to your website, the next important thing is to hold their interest and reduce bounce rate. There are so many things that need to be taken care of such as the content, consistency and so on.
Suppose your visitors saw ads that seemed interesting to them and they clicked on the calls-to actions button on the ads after which they landed to your website. Now, if the information that they were looking for is not on your website and that there is no consistency between the ad and the landing page, they in most of the cases will leave your site. Not just the information, everything should be consistent whether it is look and feel of your website, branding or just anything.
Customer before making a purchase would certainly want to know your in and out such as the background of your company, customer testimonials, people behind your company, privacy policies or terms and conditions, etc. And, once they are satisfied with what they need, it’s time for them to take some action; it could be anything making a call on the number given on the page or just filling up the form with their information in exchange for your offer.
3) Lead generation and its types
You have started getting traffic to your website and are successful in holding the interest of the visitors too. Now, it’s the time for lead generation, the moment customer takes any action on your website by making an enquiry call or filling up the form , a lead is generated. Lead can also be someone visiting a very important page on your website.
Leads are categorized in to two types:
1) Micro Leads
2) Macro leads
Micro leads are those lead which although have been filled up by people however they are not interested in buying your product at that point of time. For example, a lot of people have downloaded your white paper or e brochure or have subscribed for your blog or newsletter and you got some information, you got some activity going on your website by your target customer however they are, at this point of time, not interested in your product or services or rather not ready to buy them.
Macro leads are those leads in which the person is more interested to buy and they have filled up an important lead. For example inbound call, someone subscribing for free trial or someone walking in to your center. Macro leads are actually those leads in which chances of visitors getting converted into customers are higher.
4) Why lead nurturing is imperative
So, now you have significant amount of leads in your bank whether macro or micro. More or less both the leads require some effort from your side depending upon their category. To convert leads in to sales ready leads, you need to nurture the leads.
So what is lead nurturing?
Lead nurturing is converting potential business leads into sales. It is about nurturing your relationship with your potential customer by sending targeted, relevant and useful messages to them from time to time.
So many surveys in the past have revealed that only 5 to 25 percent of your website traffic wants to do business with you and the rest are actually the researchers. It is lead nurturing process through which you make the customer feel the need for your product and incite their purchase decisions.
So, it must be clear by its definition as to why lead nurturing is so important. Suppose someone has called you to enquire about your product and service and that he is your lead but then if you don’t get back to him on time he might loose interest in your product or services and can contact your competitions. So, the response time is very critical. Make sure you follow up on your leads properly and timely in order to nurture your relationship with them.
So, getting traffic to your website is undoubtedly a very important thing for your business but that’s not going to do any good if you don’t know how to convert them into leads and further sales. I know knowing the fact that lead generation is important for revenue generation you would of course want to do it and in fact you should do it to reap maximum ROI (Return on Investment). To know more about lead generation you can read this article.
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