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Lead generation in five steps for inbound marketing


E-commerce retailers need lead generation just as much as brick-and-mortar retailers – so how can inbound marketing generate the leads that turn into customers?

What can a online retailer do to draw more leads to their company website?

Search Engine Optimization

Maybe your prospect knows about SEO, maybe not. Regardless, use the information below to convey how mission-critical good rankings are to online marketing.

Key Concepts and Statistics
• Worldwide, we conduct 88,000,000,000 searches
per month on Google.
• 70% of the links search users click on are organic — not paid.
• 46% of daily searches are for info on products or services.
• 75% of users never scroll past the first page of search results.

Blogging

Think about blogging. On second thought, start blogging. Yes, it takes time to create blogs but research (and online businesses) have shown that a website without a fully optimized blog is poorly positioned to drive traffic and leads.

Key Concepts and Statistics
  • Nearly 40% of U.S. companies use blogs for marketing purposes (Marketshare.hitslink.com, October 2010).
  • B2C companies that blog generate 88% more leads per month than those who do not (Emarketer, August 2010).
  • B2B companies that blog generate 67% per month more than those who do not. (HubSpot, 2010).
  • 2/3 of marketers say their company blog is “critical” or “important” to their business (HubSpot, 2011).
Takeaway:

If your business is not ranking well for the keywords that describe your products and services, then potential customers are not finding your site.

 Social Media

HOW WE TRIPLED ECOMMERCE REVENUE IN 18 MONTHS

By capitalizing on conversion-centric email marketing, social media, online giveaways, and abandoned cart emails, we significantly increased brand loyalty, awareness, and most importantly—eCommerce sales.

  • Digital strategy and tactic ideas
  • Website optimization tips
  • Download case study

    Customers are active on social media accounts on platforms like Facebook, Twitter and LinkedIn. These are no longer ‘nice to have’s’ – it’s a ‘must have’s’.

     Key Concepts and Statistics
    • 93% of US adult Internet users are on Facebook (Blogher, APRIL 2011).
    •  Marketers who spent 6 hours a week or more using social media and engaging/sharing content on it saw 52% more leads than those who did not.(Social Media Examiner, April, 2011).
    • Companies that use Twitter average double the amount of leads per month than those that do not (HubSpot, 2010).
    • Both B2C & B2B companies are acquiring customers  through Facebook.
    • More than 1/3 of marketers say Facebook is “critical” or “important” to their business (HubSpot, 2011).
    Takeaway
    • Social media is an effective way to not only create exposure for your business online, but it is a proven way to significantly engage with prospects and generate leads.

    Website Lead Generation

    Does your website have-call-to-action buttons that link to great offers? If the answer is NO, your website doesn’t stand a chance at generating leads.

    Key Concepts and Statistics
    • According to FOCUS, it is only in the last third of the sales process that prospects actually want to engage with a sales representative.
    • Inbound marketing costs 62% less per lead than traditional, outbound marketing.
    Takeaway

    Content offers on your website should educate your prospects, and help them get smarter about what they need. By providing them with this advice, they will come to understand how your goods and services can potentially fulfill that need – they should also move to different stages of the sales process, so that leads generated can be nurtured accordingly.

    Lead Nurturing

    Do your prospects have automatically triggered lead-nurturing campaigns behind their content offers? If not, they’re missing out on opportunities to move leads through their sales funnel.

    Key Concepts and Statistics
    •According to an MIT study done with InsideSales.com, 78% of sales that start with a web inquiry go to the company that responds FIRST!
    •According to a DemandGen report, nurtured leads produce – on average – a 20% increase in sales opportunities versus non-nurtured leads.
    •According to Forrester Research, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead.
    Takeaway

    Lead nurturing campaigns help you further educate and build relationships with non-sales ready leads in a scalable, effective way.

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