Why You Need to Double Down on Your Inbound Sales Efforts
In this day and age, unless you’re a time traveler from a decade ago, chances are you already understand the significance of inbound marketing, regardless of what it is that you or your company sells. Gone are the simple days of buying Google ads or placing your banners on other people’s websites and waiting for the customers to throw money at you.
By now it’s become pretty obvious that if you want to survive in today’s extremely noisy online world of Facebook, Twitter, Instagram, Snapchat or any other new platform cool kids are coming up with as I’m writing this blog post, you need to reinvent yourself and shift your mindset from being just a provider of products or services to being a content provider PLUS a provider of products or services.
Reason 1: Content Consumption Zone Expands
Now, I admit that it might not be the easiest notion for some decision makers to understand, especially if their companies are still doing well in their industry.
But the reality is, as global content consumption is shifting more towards the mobile web, apps and social media, it’s no longer the question of who makes the better product or provides the better service (although that’s still extremely important), but rather who’s better at continually making themselves noticed, and the sooner companies realize this, the better their chances are at surviving in the long run.
For instance, if you were lucky enough to catch the first waves of targeted Facebook and Google ads, buying dirt cheap keywords and targeting them at the right audiences, you’ve probably made humongous amounts of money by now and thus can probably afford doing so on an on-going basis even today, when those keywords are not as cheap as they used to be.
But what about the rest of us?
Well, if I had to put the answer into a single word, that word would probably be value.
Reason 2: Right Choice Is Everything
Being able to provide maximum value to your potential customers means providing them with the right content at the right time and in the right place. And this is exactly what’s going to make you stand out amongst all of the noise.
Whether you’re selling shoes or a SaaS product, there’s an almost endless amount of useful information that you can share with your potential customers on a regular basis, and channel it through various tools, from posting blog posts to making and promoting social media entries.
But here’s the thing: value shouldn’t end there.
So let’s assume you have established a solid inbound marketing process, making use of all the most popular platforms out there, creating your own unique voice and building your personal or company brand online, providing value to your potential customers, while steadily converting people from visitors to leads.
Oh, that’s easy, you may say, just reach out to those leads and start selling!
Reason 3: Your Message Needs To Be Noticed
Now, this is where the tricky part starts. Having worked with hundreds of customers, mainly SMB (small to medium businesses) who are looking to grow their sales through email outreach among other things, what strikes me the most is how little attention is given to actually nurturing inbound leads properly.
Some companies spend thousands of dollars purchasing contact lists for cold emailing, while sending only one or two messages to prospects who actually already know them, and what’s even worse, they do this manually.
I have to confess that up until fairly recently, I was one of these people. Having spent 7+ years in software sales, at my previous jobs it’s always been a particular pain point for me to constantly follow up with hundreds of prospects, especially if I knew that there was only a small chance of converting some of them to customers.
And even though I was pretty thorough and tried to not forget anyone, eventually it translated to having dozens of calendar entries saying ‘follow up with email@example.com’.
So, as you can imagine, a considerable percentage of my time every day was wasted on constant copying and pasting, instead of doing more customer-facing things and closing more deals.
Thankfully, my ‘AHA!’ moment finally happened when I came across Reply. I realized that the routine of reaching out to, and then following up with, people via email can be done automatically while still retaining the personal character of each message, and what’s more important, those emails can still be sent from my company’s email address.
As time went on, one thing led to another, and I ended up joining the Reply team, getting a unique chance to see the inner workings of automated inbound sales campaigns the way they should be done. And, like I noted above, it is astonishing to me that so many businesses simply ignore or don’t have enough time to do the same.
The process at Reply is fairly simple if you think about it:
- It starts with getting the right people to notice our product, by doing inbound marketing the right way, i.e. we continually provide as much value to our customers as we can, thus attracting them to our website.
- Once the visitor gets to our website, the next step is to offer them even more value, by giving them a free trial version, an ebook, a free webinar and a bunch of other useful things that compel people to give us their contact information.
- Nurturing those contacts wisely, by sending them a sequence of at least 4-5 automated but still highly personalized email sequences, offering even more value in each message.
- When a lead responds, engaging with each of them personally and converting them from leads to paying customers.
- And finally, continuing to engage with the existing customer base on an on-going basis (also via automated email campaigns), getting useful insights via surveys and sometimes even upselling.
Doing inbound sales properly is not rocket science. But it is the way you execute that makes the real difference. And having been part of the Reply team for a while, I can see that there is indeed a way to attract, convert and close more deals by simply applying the right inbound sales strategy.
If you’re interested in learning how exactly we setup our simple lead scoring system with lead assignment rules and automatic outreach in just a few days, stay tuned by subscribing to our blog, we will be sharing this soon.
Want a demonstration of Reply? Email me at firstname.lastname@example.org
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