In the blog, Marketing ROI: 2 Essential Steps to Return on Marketing Investment, I discussed qualifying leads through contact properties and list segmentation. Now I want to delve deeper into how your digital marketing strategy can attract those qualified leads and drive higher conversion rates for enhanced business development.
While your digital marketing strategy includes a website that may utilize some nice pictures and designs, aesthetics don’t generate leads and customers—which is what business development is all about.
To attract the qualified leads that are going to generate ROI and heighten business development, you need content that resonates with those leads and draws them to your site. Your digital marketing strategy needs to provide solutions to their industry and offer relevant answers to the business development questions they’re searching for. Once your website or social media has reeled them in with this relevant content, your digital marketing strategy needs to provide easy navigation for them to browse through the rest of your site.
Here They Are: The 6 Must-Haves For A Digital Marketing Strategy That Drives Business Development
Even if your digital marketing strategy content is bringing in qualified leads, you still need a way to capture their information. The best way to do this is to have conversion forms that website visitors fill out before they are able to download particular offers (e.g. eBooks, fact sheets, white papers, etc.). Hopefully your offer, say an eBook for example, provides business development solutions that your target audience feels is crucial to download. This way they’ll be more than willing to disclose their information. To make sure the lead is truly qualified, don’t stop at “name” and “email.” Go ahead and ask them their industry, position, perhaps even revenue or another question that is pertinent to your required contact properties. If your digital marketing strategy includes integration with your CMS and CRM, then segmenting them into an appropriate list will be simple and effective for business development.
3. Thank You Pages
Almost every site has them, but few have easy navigation options to return to shopping or browsing the site. Easy navigation is a must for your digital marketing strategy to enhance business development. And not just on thank you pages, though this is where most companies fail in providing an option to return to the website. Easy navigation should be on every single web page a website visitor could land on. Otherwise, business development will be stunted due to a poor digital marketing strategy. Never allow a website visitor to guess what the next step is. Tell them their options.
4. Lead Nurturing Campaigns
You gotta have them. Lead generation without nurturing isn’t really lead generation. Implementing a lead nurturing campaign into your digital marketing strategy is necessary for reaching, even surpassing, your business development objectives. This is because it takes your qualified leads by the hand, so to speak, and shows them the next step to take. Have your digital marketing strategy team come up with a sequence of offers a lead, especially a qualified lead, will be presented after they make an action on your website. This is why you have conversion forms for downloading particular material. This way you have their contact information that places them in a lead nurturing campaign. Each offer should have a slightly stronger call to action that nurtures them down the marketing funnel to become a paying customer. Without lead nurturing campaigns, your business development will come to a halt because your digital marketing strategy doesn’t provide leads with any direction or sense of urgency.
5. Social Media
There’s been a lot of hype about social media, and it’s completely warranted as a crucial component to your digital marketing strategy. Part of business development is making contact with your target audience. But how do you make contact to that target audience before they come to your website? You go where they hang out. Enter: social networks. Social media not only allows you to market your brand, product, and services, but let’s you see what people are saying about you and your competitors, which is why this is a great digital marketing strategy for reaping business development results. And the terrific part is that if you’re watching the conversion paths of your website visitors and qualified leads, you’ll know exactly what social networks your digital marketing strategy should focus on the most. If a particular social network doesn’t drive traffic like some other networks, then drop it. Your target audience probably doesn’t use that particular network. So don’t waste your digital marketing strategy team’s time with a network that’s not enhancing business development.
6. Monitor Progress
You wouldn't take a job if you didn’t know how much you were being paid, and implementing a digital marketing strategy without monitoring results is like doing just that. You have to monitor the business development results of your digital marketing strategy to know what’s working, what’s not, and how you can further drive business development with the tactics you’re utilizing.
Want to read more about how to enhance business development through a superior digital marketing strategy?
Business Development: 6 Must-Haves In A Digital Marketing Strategy is the second part of a four-blog series focused on teaching marketing ROI best practices. Would you like to receive an email when this series is combined into a free eBook? Also, read last week's blog, Marketing ROI: 2 Essential Steps to Return on Marketing Investment.