A recent study reveals that nearly 80% of leads never result in a sale*. One of the most common reasons for this failure is the lack of a complete and effective digital strategy. Indeed, some companies simply launch their website and neglect its optimization.
For search engines like Google, “content is always ROI” (ROI refers to Return of Interest). That’s why generating qualified leads involves creating content. Inbound marketing helps you attract qualified traffic to your website and convert them into customers.
Why is it relevant to attract prospects via your site?
The success of the Internet and social networks in recent years marks a new turning point in the world of marketing. Consumers have changed their behavior Mexico Email Lead and decide to search for the information they need on the Internet themselves.
Concretely, Internet users who carry out research on the web wish to find answers to their problems. Before purchasing a product or service, they consult various sources such as:
- Company showcase sites
- Online stores
- Blogs
- Customer reviews
- The forums
Being present on the internet via these
different platforms allows you to create a prospect database by collecting the necessary information. This could be a telephone number, an email address or other element likely to generate traffic.
Nowadays, having a website has become an obligation, and no longer a necessity. Indeed, the Internet is an essential marketing lever allowing you to communicate directly with your potential customers. It is also an excellent way to:
- Getting people talking about you
- Highlight a new commercial offer
- Generate contacts
- Attracting potential customers
- Expand your customer portfolio
- Developing your online visibility
However, having a website is no
t enough to acquire qualified leads. Without a suitable lead acquisition strategy, it is impossible to reach your target. A qualified B2B lead can come from different acquisition channels such as natural referencing (SEO) or an email campaign.
To attract new customers , it is necessary to implement a good inbound marketing strategy by creating content with high added value.
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What strategy should be implemented to attract qualified prospects?
There are several techniques to land prospects on your website and Inbound Marketing is one of them. This digital strategy includes marketing automation, lead nurturing and content creation.
Regardless of the method used, they all rely on creating a marketing persona. This step involves identifying your current audience and analyzing their needs based on their motivations, purchasing behaviors, or interests.
After defining your buyer personas, you need to attract them by offering them content that can address their issues. These can have several formats:
- Blogs
- Videos
- Infographics
- Customer case studies
- Webinar
- Documentations
- White papers
High value-added content can
generate qualified traffic, but it still needs to be converted into customers. To channel the Internet user to a specific page, it is necessary to implement transformation actions (call to action buttons):
- A contact form
- A blog subscription
- A newsletter subscription
- Access to private downloads
- A landing page
- A survey
These tools provide a wealth of information that makes it easy to identify your ideal client.
To improve your digital presence,
you should develop an effective SEO strategy. Good natural referencing involves choosing keywords that will generate leads and optimizing content by clearly identifying Internet users’ search intentions.
It is also possible to invest in paid referencing (SEA) via Adwo CMO 电子邮件列表rds campaigns or in social referencing (SMO) via social networks. All digital channels can be used to reach your target and generate qualified leads.