Inbound marketing lead nurturing for Building services

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ice Richards CEO and founder of digital media edge so when I'm moving on to the final step in inbound marketing and sales and that's the inbound sales step for customer acquisition so we've talked a lot in this business growth about developing your business growth strategy about knowing your numbers and the key metrics to be measuring for your business growth we then moved into inbound marketing so that's all about lead gen so all about attracting the right type of traffic to your website and and also using social media and content to convert that traffic into a lead in the database so having top of the funnel offers lead generation offers that convert the traffic that you've been generating from your marketing efforts into leads in the database now inbound selling is all about continuing that inbound approach of being human holistic and helpful so make sure that we're constantly giving value and being helpful to move people along their buyers journey to make the right decision for them not necessarily for us as a business so that buyer centric approach still continues when we're into inbound sales and it's all about customer acquisition now so developing those relationships nurturing those relationships with the right type of helpful content and slowly moving people along till the comes that natural point where they're going to make a decision in a selection and we've positioned our business our services our products as the answer to their challenges that they're looking to solve okay so that's what inbound sales is all about its customer acquisition so naturally moves on from marketing into the sales element so just like with inbound marketing we've got a graphic here just showing the process we're going through of turning that stranger into a lead now once the lead is handed over to sales inbound sales is all about qualifying that lead so making sure they're a good fit and again we're not wasting time here but I do in this process we're not wasting time then with people who would never buy our product or are not going to benefit from our services so again it's important we spend all our time talking to people who are good fits for our business our services our products and our solutions so if they're not a good fit then obviously we can still give value still give them a good experience but also we can be realistic and tell them that there's better alternatives for them out there and maybe add value by pointing them in that direction and so qualifying that lead to this level and then turning it into a sales opportunity to again talking to them about their challenges just focusing on them as a buyer rather than us as a company we shouldn't be talking about us we should focus totally on asking questions about them adding value to their buying experience and then turning them into a customer so again aligning that with a general buyers journey which would be awareness of a problem consideration of all the different alternatives to that problem and then a decision-making stage we're really aligning our sales methodology with the buyers journey that that person is going on so this is modern sales now this is how people we're adapting our sales process to align with what people are doing when they're doing their own research online so we know people will be on mobile they'll be on the internet doing their own research asking questions looking for answers so if we can align ourselves with that process and be the person that they trust the authority we're building in their eyes that we will give them the right information to make the right decision for them then our sales conversion and our sales process and methodology is aligned with that human holistic and helpful mentality that inbound is all about so again it's a a slight change for a lot of sales teams who were used to convincing people handling objections all of the old sales approaches really we're addressing objections through content anyway every every fear or concern people have should have already been addressed in content that they've consumed themselves while they're doing the research and specific research so any content we've produced should have answered a lot of those questions even pricing and costing should be addressed in content as we discussed so inbound sales is real that natural progression picking up the lead from marketing and just making sure the user experience is seamless all the way through to make a decision to buy so this is the old there Glengarry Glen Ross image here where his motto was always be closing ABC and we've said that that really doesn't work anymore because people don't want to be convinced to buy you know we all enjoy buying we all want to buy but we don't want to be told by anybody what to buy and that's why really salespeople aren't being involved until the final probably two-thirds of the buyers journey is done before we ever pick the phone up to a company now that's the reality for most sales teams is they aren't the experts anymore so really we need to position ourselves as being helpful to that buyer and always being helpful to make them make the right decision for them so realizing that only 3% of our audience is ever ready to buy at any given time is very important it means 97% of the audience aren't ready to buy there and then so there's no point trying to convince them at that stage to buy we just need to nurture the relationship and make sure we're being helpful to help them make the right buying decision and it always that's the old motto of six to eight touch points is still true today but they're just different types of touch points they're digital touch points they're pieces of content they've consumed their videos their checklists their PDF downloads these are all the touch points that people have with us as a business and our sales team need to mirror that by supplying more of the same to really make sure that every touch point with our business is remarkable and if you can make sure that that touch point is remarkable then that whole overall positioning of your business in the buyers mind is being reinforced constantly and then when you add to that cased of these testimonials videos from happy customers on the line in that decision as well it really does make the buying process far more seamless for clients and again we always say use CRM software at the heart of this and email live chat messenger things like that just to really fuel the lead nurturing and with customers and with prospects so that's really the heart of inbound sales and again if you'd like to talk more about your sales process and how you can make it more of an inbound sales approach planning out your growth strategy for your business and just get in touch with myself or Rachel and we'll happily run through how we'd help you develop a more inbound approach to selling that will be more effective and convert better for you give you a higher customer acquisition so click the button at the top of the page here let's talk or you can just send us an email and we'll happily put some time together just to share what we what we could help you achieve okay take care and I'll talk to you soon bye