These days, the progression of sales is less funnel than maze – and the ability to retrace the path of leads back to their source is absolutely critical for businesses who strive to step up their game.
After all – if you don’t know what’s working, how can you improve upon it?
According to recent research by Aberdeen, only 39% of businesses currently have this ability – which means those who do are at an extraordinary advantage when it comes to nailing their outreach efforts.
In fact, those businesses who land in the top 20% when it comes to marketing performance are almost 2.5 times more likely to connect their leads to specific content assets. And it makes sense – by determining what is working (and what isn’t) they are capable of duplicating their efforts, or amending them.
This is definitely easier said than done – especially in the beginning. With so many points of customer contact, it can be difficult to determine where to start, what to research, and how to set milestones for measurement.
Still, the ability to track lead sources back to their origination point and connect them with specific content assets allows your business to construct its marketing strategy on a solid foundation.
Need some help getting started? Here’s a simple 5-step process:
- Avoid content paralysis – just begin by producing content designed for each stage in the sales funnel. In the top of the funnel, you’ll want to connect with your audience and offer content which introduces them to your products and services via value-added assets. Starting a conversation via social media is a great way to begin, as is offering informative content such as eBooks, How-To posts, and infographics.In the middle of the funnel, you’ll focus more on assets which help your prospective customers evaluate their options, such as buying guides, product demos, and case studies. And in the final stages, you’ll include deeper content, such as free trials, consultations, and customized estimates.
- Publish or promote your content. Push your messages out to your prospective audience’s preferred channels and platforms, and keep a close eye on the resulting conversations. (Yes – it’s that easy.)
- Pay attention to your results. Are you driving dialogue via social media? Are prospective customers lingering longer on any particular post or page? Have you seen a spike in traffic or interest following any particular campaign? Your key measurements will vary from one stage of the funnel to the next – but if you aren’t paying attention, you’ll miss the critical insights which help you hone your strategy.
- Ask for feedback (and referrals!). If you aren’t sure where your clients are coming from – ask. Collecting consumer feedback can be an enlightening experience, and it may help you uncover some interesting insights regarding your content marketing efforts. It also helps to track your referrals – it can help you determine who your best and most loyal brand advocates are.
- Hone your strategy. Take what you’ve learned, and adjust your strategy accordingly. Throw out any approaches which aren’t working to your advantage, and focus on your top-producing approaches. Your audience is unique, and honing your strategy to suit what works best for them will help you create deeper connections – and drive future sales.
Contact me today to learn more about how to find more selling time, through award-winning technology, in your weekly schedule: Karl.Gustafson@salesfitrx.com
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