Having a good understanding of your inbound marketing funnel is essential to generating revenue. Even more important is making sure that you are not wasting that revenue investing in channels that do not support your goal.
Lead nurturing is defined as consistent and targeted communication to move your leads further down the funnel. Since research also shows that social media and purchase decisions are closely linked, it follows that social media offers a natural opportunity for lead nurturing. From Hubspot, here are eight simple ways to combine your lead nurturing and social media marketing.
"Include social follow widgets in lead nurturing emails."
The more points of contact you can have with your leads, the better. Talking to your leads through both email and social media gives you twice as many opportunities to expose them to content and pull them further down the sales funnel.
"Use social share modules in your emails."
Give your leads the opportunity to share your content with just one click. This can help build your company's social reach while also building a more personal relationship with your leads. Research has also shown that emails with social sharing buttons have a 115% higher click-through rate than emails that don't.
"Add social calls-to-action to thank-you pages."
A landing page should give viewers as many opportunities as possible to further connect with your company.
"Add social widgets in thank-you emails."
The first email a lead receives from you, often a thank you or confirmation email after they've taken advantage of a free offer, is an important point of contact and should include all your social widgets. A lead that follows you on social media is more likely to see other nurturing content that will move them further down the sales funnel.
"Initiate a lead nurturing workflow when a lead mentions your company on Twitter."
Integrated marketing automation can alert you when you're contacted by a lead via social media. This approach ensures leads don't fall through the cracks and utilizes multiple touchpoints.
"Utilize your employee's social media accounts."
Transparency on social media is expected. Prospects want to connect to actual people online. Encourage your employees to be active on social media and share your lead nurturing content to amplify your reach. Give your company a face by making it easy for leads to connect with sales people, and even management, via social media.
"Always respond to social inquiries."
Leads will often turn to social channels for feedback or questions. Unanswered inquiries will result in not only the lead probably not returning to your social channels, but also damage your company's online reputation. Closely monitor your Facebook account, Twitter mentions, LinkedIn comments, etc. to ensure that your leads are getting the attention they deserve.
"Monitor for branded terms that may indicate sales readiness."
Leads use social media to perform their research. Find sales-ready leads by social monitoring for branded terms in your industry.
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A landing page is a website page where traffic is directed specifically to prompt an action or result, usually to move a prospect further along in the buying cycle. Copyblogger recently posted The 10 Commandments of Landing Pages That Work. Here's a look at those tips.
Have One Goal
A landing page with no goal is just a "branding" page. A landing page with multiple goals will likely confuse visitors and cause them to leave the site.
No False or Unnecessary Imagery
Only use relevant and gainful imagery. Disclose all your affiliations.
No False Endorsements
Don't use an authority's name without permission. Honor all the promises, offers and guarantees that you make.
Keep landing pages readable by recognizing the most readers will skim or scan the page. Break up text with subheaders, bullet points and simple sentences.
Consider Page Performance
Keep load times fast by considering your web host, bandwidth and client program impact.
No Boring Copy
Don't kill a visitor's interest with boring content. Remember that you are trying to gently persuade the visitor to complete a goal. Don't make unbelievable claims.
Don't have external irrelevancies on the page. Everything on the page should be focused on the visitor and the goal.
Don't steal the visitor's time, money or bandwidth. Inform, educate and persuade only after receiving consent and permission. No scams or spam. Deliver value.
Always Be Truthful
Be completely honest about your product, your offer, your guarantee and your competitors.
Do Not Covet
Don't covet your visitor's cash, credit card, email address or phone number. Provide value in a fair exchange.
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From Hubspot, here's an infographic about how to use technology to move prospects and leads through your sales funnel.