In Inbound Marketing the equation is simple: a website without visits does not generate leads. And without leads there are no sales. Consequently, you lose all reason to work with this Strategy. That's why the first step to do Inbound Marketing is to "attract" and without any doubt could not be different. Instead of spending energy on searching for people who might be interested in your business/market, you spend energy on building something worthy of attention and legitimate and then you attract many people spontaneously.
The conversion step complements the previous step: the visitor needs to become a lead in order to advance in the purchase process. In this context, when we talk about conversion, we are referring to the action of the user to pass their information in exchange for a reward or benefit, as an offer of rich material.Having a site with many visits and nothing to convert is not very advantageous in the context of Inbound Marketing. There are several ways and elements that can help turn your visitors into leads.
As we know, not all potential customers are ready to buy. When we look at the shopping cart, we clearly see that there are well-defined steps that must be followed to the point where a person is "ready" to receive an approach. To get an idea of the proportion of these people in the process, Chet Holmes, author of The Ultimate Sales Machine, brings the following approach: In short, only 3% of their potential market is looking for a solution, that is, it's in the Purchasing decision phase. Bringing this approach to everyday life, within a Leads base, we can consider that the scenario is not very different: from the production of content focused on various problems and stages of purchase, which also attract Leads at various stages.
All the work of generation and nutrition of Leads aims to produce demand and generate business opportunities for your company. In some cases, the sales process takes place within the website itself, and in others, contact between a salesperson and a potential customer is necessary. In general, the more complex the product (the larger its ticket), the more the sales process has to be something consultative, completing the role of Leads' nutrition in making the sale happen. This paradigm shift, in which Lead now goes through part of the purchase journey before contacting as a salesperson, has several implications that are transforming the world of sales. One of them is the rapid evolution of Inbound Sales practices in recent times, as shown in the following slide: Inbound Sales (which can be translated as "internal sales") basically consists of keeping the sales team working from within the home and using communication technologies to hold meetings, demonstrations and close contracts. This way, besides being possible to have a greater control over the team's performance, we have a great reduction in costs generated by trips to potential customers. In the same way that Inbound Marketing brings advantages in relation to the analysis and predictability of results, Inbound Sales also comes in the line of metricating the funnel and bringing an analytical vision that allows the systemic optimization of the sales process. Working with Inbound Sales requires from sales the ability to perform well even without having personal contact with the customer, and for this we make ostensive use of technology. CRM (Customer Relationship Management) is a software for organizing, metricating and storing the history of all negotiations made by the seller. Even, uniting this history of the seller with the history of Lead while still nourished by marketing improves the approach and performance of sales.
One of the main differentials of Digital Marketing is to be able to accurately evaluate results and prove the return on your investments based on facts. The analytical possibilities of Digital Marketing are responsible for feeding back into the entire process of Inbound Marketing. It is possible to monitor every action that occurs in your audience's interactions with your websites, messages and campaigns, which makes the work more intelligent. In addition, the entire process can be optimized, detecting the rates that are below the expected to drive the efforts of the marketing team. All this analytical marketing capability is widely supported by some of the tools available on the market. In addition to automating various actions such as sending emails and processing your contact base,