Since you’re bringing innovation to the market with your new high-tech business, why not bring some innovation to your sales process as well. Imagine if your website content could do double duty: prospecting for new clients or investors and showcasing your products.What if your sales process also included connecting with your audience on social media and helping to deliver new leads?
With inbound marketing, it can!
But you’ll need a process to save your sales team time, prevent duplication of tasks, and ensure consistency across the company.
You’re familiar with the traditional 5-step sales process:
The 5-steps work, but once you’ve optimized your sales process your team will be able to consistently attract, engage, and delight your customers and investors. There are 5 ways you can streamline your sales process and improve sales growth with inbound marketing tactics.
5 Ways to Streamline Your Sales Process for Growth
1. Automate Prospecting through Lead Nurturing
Following the sales process used to mean someone had to complete every step. Now, software like Hubspot, can automate a few of those tasks, giving you more time to focus on building relationships and closing sales.
In Hubspot, lead tracking and nurturing can be automated with a set of pre-written emails, full of relevant content, that go out on a predetermined schedule to new leads. The emails help potential customers progress through the buyer’s journey. Once your new leads get through the emails, they’ll be ready for contact from your sales team.
2. Develop a Content Strategy to Connect with Leads
To deliver quality content on a regular basis you need to have a plan in place. A well executed content creation strategy will impact your sales growth, delivering new leads on a consistent basis. Writing 11-16 blog posts per month is the recommended volume. To produce that quantity of content you’ll either need a full time staff member dedicated to writing blogs or you can outsource to an inbound marketing agency.
Once you’re producing quality content regularly, start taking advantage of the library of information, and repurpose it. Existing content can quickly be modified to suit a variety of social media platforms, which means your team can spend more time engaging directly with potential leads or investors on the platforms they prefer. Posting the repurposed content, with links to the original information, also drives more traffic to your website.
Quality content on your company blog or social media will bring qualified leads and investors to you, doing a good share of the usual prospecting work. The content also speaks to the potential customer and helps them solve problems, establishing trust in your company and creating connection when your sales team engages with them on social media or email.
3. Develop Target Personas to Research Prospects Earlier
Personas are fictional representations of your ideal customers or investors. If your marketing, sales, and content creation teams know exactly who they’re targeting they can create better content and experiences for your customers. If all teams are targeting the same personas it allows for synergies and collaboration across teams, and it creates a consistent level of service, which is crucial to developing your audience’s trust.
The traditional sales process researched customers after connecting with them, but with inbound marketing tactics, the research is done upfront. Knowing your ideal customer, the problems they face, and their priorities will allow you to create content that attracts warmer leads, shortening your sales process considerably.
4. Optimize Your Online Content for Maximum Reach
Search engine optimization (SEO) is essential for ranking high on Google and getting your content in front of your ideal customer. Software like Hubspot also offers keyword research services that can help you develop an SEO strategy utilizing pillar articles, core topics, and related sub-topic keywords.
Using the customer personas you developed, you can determine the SEO keywords you will write content around to help them. SEO does the leg work for your sales team, bringing in leads that are drawn to your blog, social media or website.
5. Measure Your Success to Improve Close Rates
Analytics gives you a measuring stick for your marketing and sales efforts. Hubspot provides you with a variety of analytics that help you to figure out what’s working and where you could try something new.
Traffic metrics show how many people have visited your site, how many are new visitors, and how many visited on a mobile device. You can track the growth and reach of your site using these analytics.
Engagement metrics show you how your visitors are engaging with your content. This can help you figure out which types of content are getting the most interaction.
Session sources tells you where your visitors are coming from, whether its social media, advertising, email campaigns or organic search. This can help you determine where your efforts are succeeding, and where you could improve, directing your sales team to higher close rates.
Your Sales Team Will Shine with Inbound Marketing!