The Digital Marketing area can have many functions, but if in the end we had to choose a single objective, it would be to deliver business opportunities to the sales team. Content, Email Marketing, website, social media, Landing Pages, among other channels, are responsibilities that are part of the “how” to meet this objective. To have a vision […]
he Digital Marketing area can have many functions, but if in the end we had to choose a single objective, it would be to deliver business opportunities to the sales team. Content, Email Marketing, website, social media, Landing Pages, among other channels, are responsibilities that are part of the “how” to meet this objective.
In order to have a clear vision of how this is done in an objective-oriented way to generate opportunities and be able to compare it with what you have been doing in your company, we have summarized the entire process, with links so that you can delve deeper into the theme who thinks it needs to evolve.
The first step in your marketing funnel is to create a base of visitors interested in your market and product. In this process, you need to think about which channels your target audience uses, what content they engage and finally how to convert them into Leads, exchanging part of your knowledge for some information about the visitor and your company.
In order to bring traffic to your website, blog or Landing Pages, it is necessary to find channels in which your audience concentrates to disseminate content that is attractive, and from that, invest in attracting visitors who have an interest and profile as close as possible to your ideal customer.
After bringing these visitors to your website/blog, you need to offer something for them to engage and want to come back. Content production is the best way to generate and retain traffic in a sustainable way. To do this, the content must consistently generate value for the reader, or it won’t come back. One piece of advice for doing this is to look for a niche market where you can focus your efforts and create content for a very specific audience.
after proving the value you can offer them and have an audience engaged with your company and content, it’s time to turn these visitors into Leads, in order to learn some important information to guide the relationship between you.
Here there are two main points of attention:
1. The quantity and sensitivity of your form questions will directly impact your conversion rate, so ask only what is really necessary.
2. It is very important that you always put rich content behind a form, otherwise the Lead will be frustrated and have no value for your company.
Now that you’ve attracted the visitor and converted him into a Lead, the next step is to use this information you have to drive your relationship with the Lead’s base and continue to generate value for them.
Warming up the Leads
We’ve reached the middle of the marketing funnel, it’s time to create a relationship that generates value and trust. For this, it is necessary to value the people who are there and talk to them in a constructive and personalized way. The better you educate the base according to your interests, the faster you will advance through the marketing funnel.
What type of content is the Lead interested in? Are these materials introductory or advanced? Use this knowledge to interact in the right way with the Lead, so we can generate much more results and make the sales process shorter. The most common – and also very efficient – means of doing this is Email Marketing. With it you can segment a part of the base to talk intelligently and continue to educate them with content and knowledge about your market.
It is possible to achieve good results with Lead segmentation and Email Marketing working together, but as Lead volume grows, it becomes increasingly difficult to maintain message personalization. A smart way to do this is marketing automation, a tool that allows you to maintain the intelligence in the relationship with the base and work in a scalable way.
At this point, you are already feeding content and generating value for a Leads base. They must see value in your content and have your company as an authority on the topic. Eventually, some of these Leads will contact you to learn more about your products and services. These Leads will arrive knowing about your company and products, just wanting to clear some doubts. When this happens, it is already possible to refer them to a salesperson and most likely there will be no major obstacles to completing the sale. Other Leads, on the other hand, behave differently and continue to consume your materials without demonstrating a clear purchase intention. In this case, it’s time to think about who is ready to be approached by the sales team before making the switch.
Delivering the Best Opportunities for Sales
When you have enough Leads engaged with your business and content, it’s time to filter out the best opportunities for your sales team to work on. Not all Leads that arrive at this point have a profile for your product/service, so in order not to flood sellers with “false opportunities”, a Lead qualification step is necessary. Again, you will think of your ideal customer as a reference to segment by profile and engagement criteria (based on the information you have) that demonstrate that the Lead is ready to be approached.
Defining when a Lead is ready to be approached by sales can often be subjective, varying in opinion between marketers and sellers. To ensure that this transition takes place without friction and that neither team can hold the other accountable if it does not achieve its goals, it is necessary to create a “Service Level Agreement” (SLA). This agreement will contain information on the quality and volume of Leads, as well as the frequency with which they will be passed.
I hope it was possible to take an overview of how all these functions work, focused on the objective of generating business opportunities for the company. Reinforce what can be improved and work on what still needs to be done in your company. If you need any tips or help, we are at your disposal.