Companies have several solutions to offer people, but how are these solutions reaching them? This is totally connected to how to generate authority, since the delivery of the product is related to the qualification of the lead.
But first, what is the lead? Lead are people who pass through the company’s networks and can be potential customers or just content consumers. From this sea of consumers, it remains to know how to distinguish which fish is which through qualified leads.
After all, it’s a waste of time to bring people who have expressed interest in your content, but not in the solution, to the sales department. Therefore, good lead management is necessary.
Why generate authority?
Consumers want to know if their product works, however companies are still not prepared to receive and qualify the lead with the sales team. According to RD Station’s Sales Outlook, only 31% of companies said they have a predictable and scalable process for sales performance.
This means that only 31% have enough apparatus to make a good sales performance and thus increase the conversion rate. With more conversion, more successful cases, with more cases, more authority.
How to generate authority for your company?
Still according to RD Station, about 60% of companies failed to reach their sales goal, so how to generate a higher conversion rate for your company?
Qualified leads are a great way to get interested customers to the top of the sales funnel.
There are three stages of the sales funnel. It has bottom, middle and top. The background involves the discovery and curiosity of the lead towards the solution offered by the company.
The middle finds people who recognize that they have a problem and their solutions, but want no commitment yet (here come the pre-salespeople) and finally, it is the top of the funnel, they are the customers who want to close the deal and adhere to the solution.
Until you reach the top, you have a lot of content to attract qualified leads. Each step will require engagement and free content to have mental triggers such as reciprocity: since the company offered me an e-book on how to increase my sales, who knows, maybe it can help me with something else?
So, below we are going to take some steps to attract the audience and then qualify your leads to understand how to generate the authority of your company.
Outbound and Inbound Marketing techniques can attract more people to your network. Through your company’s social networks, you can produce valuable content about the solution and more useful information about the company.
This action allows for a closer relationship between the company and the leads through original and educational content, answers to the public. In addition, investing in Active Prospecting allows more leads to reach the top, accelerating sales performances and increasing sales conversion.
And it all comes down to knowing who you’re talking to. By stipulating who the ideal customer is, your persona, it is much easier to create content aimed at this audience and generate engagement, as it is a constant production of content that interests the ideal customer.
Based on information from RD Station’s sales overview, more than half of the companies did not reach their sales target in 2021, and this is due to a lack of planning. When you combine marketing and sales strategies, CRM and other sectors with the company’s objectives, conversion rates tend to grow due to the market differential.
Every business wants to attract organic traffic to their website. The production of blogs guarantees more depth and details of the company’s action, but it is necessary that the content is found by people. This is why investment in SEO is so important.
Through correct indexing and ranking, your text can be found on the first page of Google and other search engines. And there is also a way to better study the keywords that Internet users are looking for so that they reach your company.
Observation of metrics
When lead management is well structured with sales performance, it is possible to evaluate the number of leads captured in periods, and thus draw conclusions about SQL (Sales Qualified Leads) and MQL (Marketing Qualified Leads).
The SQL measures the qualification of the pre-sales contact, but linked to the commercial team and directed towards the middle of the funnel. MQL, on the other hand, consists of recent contacts, more connected to the top of the funnel.
Understanding the metrics allows you to invest in potential customers who are most interested and can convert and this reduces unnecessary costs with leads from other stages of the funnel that deserve another qualification.
To achieve a higher sales conversion rate, the team must be prepared to receive and meet the customer. That’s why having an efficient CRM is essential.
CRM — Customer Relationship Management or Customer Relationship Management — refers to specialized customer service to close more sales. Therefore, you need to train your employees to respond promptly and with up-to-date information. Remembering that everything is customer-oriented, so investing in quality service helps to generate authority.
Therefore, how to generate authority is a step by step within digital marketing and customer relationship. Everything is intertwined to provide the best service at each stage of the sales funnel.
Investing in qualified leads and sales flow is of paramount importance to generate a higher conversion rate. The greater the success, the greater the authority. Co Marketing, the joint help of leads from companies in the same sector, among other strategies, contribute a lot to generate more authority.
Count with ASB Marketing to increase your sales
If you want to implement demand generation strategies in your business, it is of paramount importance to start with planning.
In this scenario, understand your audience, online behavior, preferences and, especially, make an analysis of your competitors and current demands of the market.
Then understand how your sales process works and what characteristics need to be changed to meet your ideal customer profile.
In addition, it is essential to keep in mind that demand generation does not only occur by paid media, on the contrary, inbound marketing actions (attraction marketing) and demand generation generate very advantageous results for organizations when well employed.
Finally, you can count on an experienced marketing and sales company to support the implementation of these strategies, such as ASB Marketing.
With the best innovative methodologies and tools, ASB Marketing finds its ideal customer and qualifies them through fully automated and personalized email cadence.
When the lead arrives at the purchase decision phase, we only passed on to your commercial team to close the negotiation. With this, we guarantee increased sales, reduction of trade cycle, cost optimization and support in long -term business expansion.
Do you want to know more? Go now and see how ASB Marketing can help your business!