Are you struggling with lead conversion? Maybe you have tons of leads, but they lead you nowhere. If that’s the case, there are a few easy ways to fix your marketing mix to convert more leads.
Let’s start by defining your most important metric; leads. We’ll then explore why content marketing is a lead conversion tool and what that looks like in real-world applications.
This is a guest article from Norbert Strappler, a visionary entrepreneur with more than ten years of eCommerce experience. Strappler is the founder and CEO of MONOBUNT Digitalagenturand, SyncSpider, and DragDroper.
You would think this simple question has a simple answer, but it’s a bone of contention between the marketing and the sales teams. Why?
The marketing team claims that every conversion they get is a lead. Salespeople then say 80% of these “leads” are unusable. From the sales team’s perspective, the only thing that matters is the lead conversion rate.
By definition, leads are prospective customers with contact information. They are interested in your product, and they provided you with an email address, phone number, or chat opportunity.
Sometimes people contact your business but don’t intend to buy anything. That causes issues between marketing teams and sales teams. If marketers want to solve this issue, they must have a way to separate qualified leads from non-qualified leads. That metric goes a long way towards reducing friction between marketing and sales. WhatConverts captures the person behind the conversion, which allows marketing teams to show the number of qualified leads instead of the number of conversions.
Once you’ve figured out how to identify your best leads, you can use content marketing to reel them in.
Every effective content marketing strategy has one thing in common; lead magnets.
Lead magnets attract the audience; they provide something tempting to make the audience leave their email address or phone number. People are only willing to give their data if they are interested in something you’re offering.
So, what is a magnet? It can be additional content such as whitepapers, webinars, podcasts, eBooks, and newsletters. The magnet system is straightforward; you give something for free, the audience perceives it as an added value, and they trade their contact info for the right to view additional content.
The only way to provide great lead magnets is to know your audience.
Marketing is like dating. If you want to amaze your date, you need to know something about your date. What does your date like? What do they dislike?
The same goes for content marketing. Before you do anything, make sure you know about your audience.
After you did a great job attracting your audience, it’s time for the most challenging part of the job; let’s make these leads useful!
The sales team has a job to do here, but there is still room for the marketing department to nudge leads a bit closer to close.
(Lead conversion makes a difference. The higher the lead conversion rate, the more successful your business.)
Is your content strong enough to make the deal? Lead conversions content needs to focus more on a specific product or feature than the content used for lead generation.
You can send newsletters, special offers, and reminders during the lead conversion phase. Here are a few tips for creating conversion content.
If you want to find out Which Marketing Channels Drive Sales for eCommerce, click the link. Stay creative and genuine, and you’ll reach the expected results.
Mac Mischke is a Writer and Content Marketer at WhatConverts. Connect with him via email at email@example.com.
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