Enterprise Marketing: Increase Lead Conversion Rates
How to Increase Website Lead Conversion with Enterprise Marketing
While it might seem obvious, enterprise marketing isn’t an end in itself. Ultimately, marketing campaigns are designed to attract prospects, turn them into leads and convert them into sales. While just about any marketing campaign will generate leads if it is large enough in scale and kept in place long enough, the key to making it successful is to convert those captured leads. Here are some ways to increase lead conversion rates and make your enterprise marketing projects successful.
Have Great Content
Every successful inbound marketing campaign starts with high quality content. The content doesn’t only have to be new, fresh and valuable. It also has to be properly targeted to both appeal to the types of buyer personae that visit the web site and targeted for where they are in the buying process.
Great content is consistent, too. Consistency in a marketing framework doesn’t only refer to having facts within the content that aren’t contradictory. It also refers to ensuring that all marketing messages are in-line with the company’s marketing strategy.
Finally, great content doesn’t come from thin air. Enterprises that are serious about outbound marketing take the time to find the right professionals to create it. They also build a schedule to ensure that content comes out predictably on a regular basis.
Share Enterprise Marketing Content
Simply creating great content isn’t enough. It also needs to be shared with appropriate people through social media channels. Sharing content not only gives it direct exposure, but also increases the company’s visibility through search engines, further creating new sales leads to be converted.
Continually Nurture Marketing
Successful companies don’t just put out an enterprise marketing campaign and wait for results to start rolling in. They take ownership of creating new client relationships by starting new marketing campaigns on a regular basis — frequently as often as once per month. This helps to both keep content fresh and gives the company more chances to find and convert leads.
Build Conversion In
An enterprise marketing campaign cannot convert leads to sales if it lacks the necessary tools. The best inbound marketing pieces have a strong, but not pressure laden call to action. The calls to action also lead to carefully crafted web pages — called landing pages — that are designed to provide a degree of interactivity.
Verify and Test
One of the luxuries of using inbound marketing is that it is easy to design and change elements of your campaign. The ability to change is the ability to test. As such, you don’t have to wonder whether your email subject lines, landing page graphic designs or call to action tests are effective. You can simply try two different ones in an A/B test and settle on the ones that give you the best lead conversion rates.
More goes into a successful enterprise marketing campaign than just optimizing it for maximum conversions. You also need to have the right tools to create a campaign that reflects your message and lets you get it quickly to as large of a pool of prospects as possible. Click here to download our comparison of marketing automation software. It will help you choose between tools like Eloqua and HubSpot to find the right combination of features, capability and price for your business.
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, call-to-action mapping and traditional media placement. Our experience in?B2B digital?marketing?and?traditional media?allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.
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