The goal of the two phases up until then was to get traffic to your blog, so that you could convert it and be able to engage with those people, making them come back more and more (hence the name traffic machine).
That being the case, generating your first subscriber is a validation of all that work.
Well, for someone to sign up, you need to have done all the work of acquiring traffic by publishing and sharing content, as well as testing the efficiency of your CTAs by getting people to sign up.
With all of these steps completed, it’s time to prepare to add new challenges to your marketing routine.
Phase 3: Lead Master
Once you’ve mastered the second phase and turned your blog into a traffic-generating machine, it’s time to start working on generating money with Content Marketing.
All the work that was done previously served to increase the mass of the pie and to have a sufficient volume of people in our base. Despite that, at the base of every company there are those who are further away and, obviously, those who are closer to the moment of purchase.
The requirements for the next phases are specifically designed to help your company identify the best business opportunities to work on in a phased manner.
So, to become a lead master, all your company needs is:
Sales funnel identified
The Sales Funnel is the path that your potential customers take from their first contact with your blog until the moment they purchase your product or service.
Throughout this journey, your company can acquire information about this potential consumer, which will allow it to classify them according to their proximity to the moment of purchase.
By defining which information is relevant to your business and which answers determine whether that contact has the potential to become a customer, your company can more effectively prioritize who is ready to be approached by the sales team.
Therefore, the first step to move forward towards the next phase is to define and identify your sales funnel, with clear criteria to establish what is, according to your company:
Subscriber
The contact of which you only have the email.
Lead
A contact who has already shared some valuable information, following the importance criteria defined by your company, and did so using some registration page (or landing page).
Opportunity or MQL (Marketing Qualified Lead)
Who has already decided that he or she wants to buy your product or service, and has clearly expressed that desire.
Rich materials to capture leads
As I said before, getting MQLs is essential at this stage of your strategy. However, to qualify them, your company needs to obtain some information from your contacts that will only be possible if they tell you.
And that’s where rich materials come in! These materials are nothing more and nothing less than highly structured content that is highly valuable. They can take the form of ebooks, webinars, whitepapers, etc.
When available, they serve as an exchange mechanism. So your company can ask the user to fill out a form with some contact information in order to receive the content they want.
So now is the time to produce, publish and promote your rich materials, so you can classify your leads and discover the best contacts for your sales team.
Active and disclosed landing pages
With your rich material produced, it’s time to use all the potential it has for lead generation.
Marketing Automation implemented and in operation
Now that your funnel is defined and your home owner data contacts are coming in, all that’s left is to scale up your activities so you can generate and engage with your entire base. However, that’s only possible with the help of a Marketing automation tool.
That is, when they download ebook X, for example, they receive a sequence of emails Y.
This sequence is what we call the nurturing flow, and it serves to accelerate the lead’s progress toward the moment of purchase.
Therefore, your mission here is to build your first nurturing flow, which is capable of educating your contacts throughout their journey, clarifying doubts and arguing the objections at each stage identified in the funnel.
First MQL generated
Confirmation that you are not only able to generate volume of visitors and engage them, but also that, within your contact base, you are able to identify the best sales opportunities.
Phase 4: Doing business
You are just one step away from mastering the generation of profits with Content Marketing! At this point, you are one step away from completing the final conversion of your leads and generating new business in a phased manner.
It is when you reach this stage that the true ROI of your strategy appears and you get a clearer vision of the impact of content on money generation.
Ah! Before we get into the nitty-gritty of the requirements that make up this phase, I would like to remind you that it was all the previous aspects that allowed you to get to this point. So, again, before taking the next step, make sure that the previous ones are working well.
Definition of key conversion
Now that you have a database of classified contacts that have the profile desired by your company, it is time to make them achieve the final objective of the entire strategy, which is key conversion.
For Rock Content and other sales consulting firms, for example, the key conversion can be any
Generate a business opportunity via Inbound
This stage serves not only to validate the air freight forwarders in india: efficiency & growth structure that was built, but also to make the ROI attribution clearer.
Therefore, it is necessary to have clear methods to establish the origin of the client and evaluate their journey.
Track the results of each stage of the funnel to improve your strategy
- visitors became subscribers;
- subscribers became leads;
- leads became opportunities;
- opportunities became SQL’s (Sales qualified leads);
- SQLs became real customers.
And rest assured! The phases are over antarctica business directory, the improvements in your strategy are just beginning.
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