As in inbound marketing, in inbound sales content plays a crucial role. The content that sells is one that adapts to each moment of the sales process and takes into account the needs of the client.
In general, as we move through the customer journey, the content will go from more generic to more specific, and from less promotional to more promotional . In the early stages, we will inform the user with content such as reports, free guides, ebooks or checklists. Later we will enter the world of practical cases, technical specification sheets or catalogs. And finally, when decision time approaches, it will be time to resort to free trials, demos, coupons or personalized consultations.
Let’s see it with an example of Cyberclick.
After doing keyword research related to our industry, we found that “remarketing” had 1,000 searches per month and low competition (for Spain location and Spanish language).
Therefore, we create valuable content related to this keyword (in the form of an article for our blog) and we use SEO techniques to try to position it on the first page of Google, in order to attract visits to our website.
At the end of the article, there is a call to action that leads to a landing page. On the landing, we encourage users to leave their data to register for a course on remarketing strategies. In this way, we managed to attract visitors and convert them into leads to start the entire sales process.
Automation in inbound sales
There are many tools that can help us automate sales processes . CRMs like Hubspot or Salesforce give us the option of personalizing communications with potential customers and introducing human intervention when leads are already close to the sale. In this way, we can combine the advantages Egypt Email List of automation with a personal touch.
When sales processes are automated, follow these steps :
- Identify and explain current purchasing or sales processes.
- Describe what we need from the CRM and design its automation strategy.
- Implement the new strategy in the tool.
- Train team professionals to use the tool correctly and be able to detect sales possibilities.
- Constantly optimize the use of the tool based on objective reports.
We are going to review two key steps in the automation process: lead scoring and lead nurturing.
Lead scoring
Lead scoring is an inbound marketing technique that is TR Numbers based on scoring contacts from a database based on their chances of becoming short-term customers. For example, a lead can receive points for downloading content, clicking on an email or visiting a product page on our website.
