8 Reasons Building a Sales Pipeline Using Content Could Help Win

INTRODUCTION:

How can you leverage content marketing to help build your sales pipeline?

The first three stages, collectively called “inbound marketing” can all be heavily affected by appropriate content marketing. How? Simple - a digital marketing agency can focus on locating your potential buyers - those who are looking for your product or service by work shopping, or anything else your brand is selling, and then guiding them down a path to purchase by using awesome content. What strategy do you have to build out your content, are you listening to your customers frustrations to find out what content they are looking for? 

• Generating relevant traffic to your website
• Converting anonymous website visitors into leads
• Converting leads into customers
  

1. Generating relevant traffic to your website

• Determine how many visitors you need in order to meet your sales target
• Forecast the number of leads that will enter the sales funnel as a direct result of a specific content marketing action- publishing an e-book, for example.

2. Converting anonymous website visitors into leads

• What happens to your web traffic after they get to your website? How do you qualify these anonymous visitors?
  • Content marketing gives you all the tools you need to fill the top of your funnel. Once your visitors land on your website, they’ll be intrigued by your premium content and more than willing to provide the information you need to qualify them.
    
    • As an example, if you’re in the business of selling coffee beans, maybe you have a teaser of an exclusive behind-the-scenes video of your Guatemalan coffee bean providers’ harvesting and roasting process on your website. How do your buyers watch the full video? They need to enter their contact info.
    • Buyers benefit from great content tailored to their interests; you benefit from knowing that they’re serious buyers- because they have passed your first level of qualification. It’s a win-win.

3. Converting leads into customers

• We all know that even if a lead has entered the sales funnel, they’re probably not ready to buy just yet. Here’s another way that a digital marketing agency can assist you with keeping your sales pipeline full and moving leads through your funnel- using marketing automation tools, the buyer will go through a program of automated content especially designed to assist them with their buying decision, constantly qualifying them by evaluating how they engage with the content.
  • That buyer who clicked through to the coffee video above? You’ll send them a newsletter via their email and see if they click through to your specific landing page. If they do, they move on to the next level of qualification. And only leads that become fully qualified get passed on to the relevant sales channels, where the final tasks at the bottom of the funnel – such as contract negotiations – are completed. Start building out your Sales Pipeline Using Content.  

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