From multi-billion dollar corporations, to your local tradie, everyone wants a website these days. But simply having a website is not enough, it must be optimised, utilised and developed so that it gets traffic, and that these visitors become qualified inbound leads.
Inbound Agency’s top 5 ways to attract qualified leads are:
- Inbound Leads – Content for everyone
Most visitors arrive at your website for research, so you should create content that can answer your audiences questions. These answers may come in different formats, such as eBooks, whitepapers, infographics, videos and more. However, the type of content a visitor engages with will be dependent on where they are in the sales funnel. A first time visitor will likely be interested in an eBook, in order to find out more about your business. Someone further down the funnel is more likely to download a whitepaper in order to recieve more detailed info, before they decide to contact your business directly.
Content can also lead to blog posts, e-newsletter signups and following you on social media. These are all great ways to capture and nurture inbound leads.
- Landing Pages Ahoy!
Landing pages facilitate your content being downloaded. Visitors fill out a form and you capture their details. However, landing pages can scare visitors away. As a rule, people don’t like forms! So landing pages must ask enough info for you to qualify the inbound lead, but it must not look like a daunting admin task!
Hubspot’s smart form fields is an amazing tool that generates the best and most qualified leads. Smart form fields recognises existing inbound leads, so when the visitor downloads another piece of content from your website, the form will replace some of the fields they have already filled out and replace them with new ones. This allows you to obtain new information about your existing inbound leads to filter out ones that are not qualified. So simple, yet so effective!
- Oh so Smart Lists
Another great option open to HubSpot users are smart lists:
MQL – Marketing Qualified Leads
SQL – Sales Qualified Leads
These lists reflect the specificity of your forms and form fields.
MQL lists need to include contacts you should be marketing to. Your MQL list criteria may include:
- Contacts that haven’t opened an email in the last 6 months
- Contacts that have filled out a form on any page
- Contacts that are NOT a member of an employee list, a client list or a competitor
SQL lists should be smaller than your MQL and include contacts that are ready to engage with you for business. The criteria will be more specific than your MQL list:
- Contacts that have completed the contact us form and have opened an email in the last 6 months
- Contacts that have completed the contact us form AND have filled out a form on any page
- Contacts that have completed the contact us form AND aren’t a member of an employee list, a client list or a competitor
These two lists make life for your sales team SO much easier and help them understand which inbound leads they should be prioritising!
- Get blogging
Blogging can get a bad wrap. People think it’s the pastime of passive aggressive teenagers and jargon speaking nerds. It’s not. Blogging is a great way to engage with your audience, improve your Google ranking, build your profile as an industry expert, and prove the relevance of your business in an ever-changing digital world.
It enables you to reach out to subscribers, and get much needed organic SEO. Sometimes a blog post can be a simple thought, or business insight. Think about emails you’ve sent answering a question for a peer or employee. Could that be a blog post? Would your audience be interested in it too? Creating this style of content is easier than you think. Try it – you might just like it!
- Social media
Last, but by no means least: Social Media. What a great place to share your thoughts, offer links to content and engage in dialogue with your customers. This gives your website exposure and increases your credibility, of all the social media channels, Linkedin will attract the most qualified inbound leads for b2b businesses. Utilise it properly and showcase your business.
Tonberry Digital are a Sydney based Inbound Marketing Agency. We live, eat sleep and breathe digital; particularly Inbound. If you have any questions that you need answered around digital marketing feel free to get in touch with one of our consultants for a free consultation.
