Your website should be more than an online business card.
Lead Management is the art and science of educating online web visitors, engaging with them, and through an effective content strategy delivering high quality leads to your sales team. We’re proud to be a leading agency offering this service to clients throughout Australia, including Melbourne, New South Wales, West Australia (Perth), Canberra, Queensland, South Australia and the Northern Territory.
Online, all web visitors are equal. What is the “science” to effective lead management?
Good question! We don’t purport to use the eye of newt and the ring of a rainbow-striped unicorn. What you must first understand is lead management is not a single activity, but a series of tactical manoeuvers that broadly identify why someone visits your website and how you can help them easily move from a web visitor to a bona fide “lead”. In order for this to take place, your business must align all the dots, including SEO and online advertising, articles that educate on your value proposition (blogs, articles and news releases, videos and tweets), and tools to help web visitors solve their immediate query or pain point, and see your business and team as trusted advisors.
Whilst some continue to challenge the value of content marketing, we believe that lead management is a comprehensive strategy, especially for business-to-business (B2B) organisations and professional services firms. It is just as important as branding and advertising. Your website and online assets should be your best salesperson. In the same way that a member of your sales team would qualify a lead through a series of questions and activities, your website should be designed to lead visitors from unaware to aware, engaged, and pre-qualified.
Content plays a critical role in lead management. A sound content strategy should deliver appropriate articles that allow the web visitor to self proclaim their pain point, opt in for assistance and be consistently nurtured. Automation plays a role in the drip-feeding of assistance (information, articles and whitepapers) and by being deployed on your website and social marketing channels can put the prospect education process on speed rails.
To help you maximize your online presence and begin to take advantage of the volume of buyers searching for your solution online we can help you define your online buyer and create personas. Next, we can help you create a content strategy that offers each one of your potential customers what they need to move through the sales funnel and closer to conversion. From creating landing pages to developing downloadable assets like e-books, video courses, checklists and whitepapers, our communication and electronic publishing team can help you create relevant and highly desirable content.
To succeed, you’ll need to adopt Youtility.
Bestselling author Jay Baer sums this up best in his book Youtility, where he cites case studies of organizations that have adopted the approach of helpfulness. By practicing Youtility, you must help online buyers understand how your product or service can help them. You must offer them content that is educational and entertaining. You must offer value upfront for their attention, and empower them to self educate on whether your product is right for them.
Ready to deploy lead management, have a content planning challenge or need program advice? We’d love to answer your question. Contact us here for an obligation-free chat.