Empower your hospitality business to convert prospects into leads for hospitality

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hey what's going on everybody I'm Ryan Shelly and you're watching this in may marketing minute I want to talk briefly about how we can convert our online inbound leads into sales inbound marketing has up thousands of businesses generating more traffic in more leads like nothing ever before the reason why well when people have the pain point now more than ever they go online searching for answers to those problems Google is now a verb it's just something we do not just a website so using search engine optimization using social media marketing content marketing our blog we can position our businesses as thought leaders as problem solvers first which invites people to come engage with us exchange some of their information to receive more information and the process begins the real problem is how do we actually turn those leads those people have engaged with us into paying customers well not everybody that comes to your site and interacts with you really wants to buy your product some of them are just browsing for information some of them are trying to just learn a little bit more some of them are just surfing the internet but there are people out there who are actually looking for what you're selling so how do we take them from filling out a contact form or a ebook form and offer form and nurture them into a client we developed something called the value-added sales funnel and the reason why we called it that is because we have to continually add value all the way through the process if we stop adding value the leaf starts to disengage and back out and look for something else people don't want to be sold at but they don't mind being sold - now there's a difference being sold at is like a telemarketer giving you a phone call and right away trying to sell you on something you probably don't want or need being sold to means having a conversation with another human being understanding what their problems and pain points are and coming up with a contextual and personalized solution to meet their needs when the leaf comes to your site our first job as a business owner is to educate them once the lead is engaged with your site engage with your content exchange some information for some sort of content maybe an e-book or a checklist or offer like that it's our job now to nurture them one of the best ways to begin this nurturing process is using a workflow in marketing automation the reason we use automation is simple it takes us out of the equation there's so much stuff going on in the business and the day to day life that we can often forget to follow up on people when they contact us when someone downloads a piece of content they can be put into a workflow and automatically work through the process then what we need to do is watch those leads see how they're interacting and see if they've taken more action after a lead is taken a little bit more action they have kind of worked themselves we call in MQL if you're talking about the fire jury this would be like a consideration stage so now they're starting to consider some of the solutions that you have when we have consideration offers on our site we actually have the the lead fill out a phone number now here's the key if somebody gives you their phone number you need to give them a call one it's just courteous they've been on your site interacting with your content and they're trying to learn more about their problem and trying to find ways to solve that problem now here's another extremely important part when you do call them don't sell yeah listen that's right listen listening is such an important key to the sales process instead of opening our mouths and trying to tell them everything we can do when way we can solve their problem now listen what are their pain points ask them questions help them just to share a little bit more about who they are and what they're looking for this is gonna help you in two ways one it's gonna help you better understand what they actually need and see if you can actually meet those needs into it can help you disqualify this lead the faster you can disqualify a lead the sooner you can move on to somebody else now that's not meant to be in a rude way but there are a lot of people that just don't fit they don't fit our business they don't fit our products or services so we need to disqualify them earlier in the process so we don't spend all this time with somebody who's really never going to be a good fit in the first place when you're on the phone with them make sure you schedule a follow-up call if they say yes to that second phone call they are now what we would call a sales qualified lead which means the next call you can start to present some of your solutions to their problems this is where you want to share with them why you do what you do and engage with them on a higher level start to talk about a lot more specifics understand their basic needs and then how you can deliver the best product available one of the best way to close more sales is using your current customers the people who've already come through the process said yes to your services and now are using them when you're out there all on your own promoting yourself it's just one small person in a sea of millions of people online but when you get your customers engaged and help promoting for you you start to build an army of promoters around you Seth Godin would call this sneezers sneezers are people who are so stoked about your products and services that they can't help us share them with other people when you can turn your current customers into promoters it helps you build an army of people who are growly around who you are in what you do and can help you share it with the world when leads come in and they see more than just you talking about your product but they see happy customers it helps them engage better it also makes them feel safer people like to feel safe and they like to know that other people are using the products and solutions that you provide why well unfortunately a lot of people can take an advantage of I mean if you're watching this video you've probably used inbound marketing at some point or you've had an engagement with an online marketer that didn't work out and now you're trying to find ways that you can take your momentum and actually turn it into sales well your customers feel the same way they've been misled they've had bad experiences when they can see happy other real people just like them using the products and services that you have it's going to help them in this nurturing process to engage with you and ultimately say yes to your solutions so there you have it that's a really simple way to ticket lead walk them through a workflow turn them in to an MQL in an SQL and then finally deliver your services you're not going to close 100% of your business it just doesn't happen but if you educate if you're honest if you share your heart and why you do what you do and then you empathize and learn how to listen to your customers and your prospects you're gonna do a much better job than just sitting back hoping that person's gonna walk in your door and give you a check honestly I've never heard of a story like that in order to have success with inbound marketing and inbound sales you actually have to be proactive you do have to take the time and take the effort to pick up the phone and talk to somebody to have a conversation to build a relationship and to nurture that person from just a prospect into a customer and then you just keep delighting them that way they promote alongside of you and help you grow your business I hope you guys found this helpful and informative if you have any questions please comment below or you can send me an email directly at Ryan at SMA marketing dotnet thanks for watching and happy marketing