Inbound Marketing: Close Stage
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At this point of the buyer’s journey, the visitors are effectively converted into leads. They are also qualified and have expressed a genuine interest in your company.
This is basically the stage where the sales process takes place, and qualified Inbound Leads are converted into paying clients.
It is perhaps the most critical stage of the Inbound Marketing funnel. As far as the Inbound Strategy is concerned, your business should push the envelope and raise the stakes.
There are several ways to increase sales conversions.
Whenever your business is selling a product or a service, customer testimonials can prompt prospective customers to buy. Using testimonials in text, audio or video formats, to promote your products in an unbiased fashion can establish credibility and trust. If testimonials don’t come across as strong sales pitches, they will go a long way to convert prospects into paying customers. Once your business gets good testimonials it is imperative to show them off. Add them across your official website: the homepage, contact page, and if need be, create a separate testimonials page. From an Inbound Strategy perspective, testimonials must also hit all the pain points of all your buyer personas. Many of the prospective customers are seeking to be valued, and look for testimonials that they can relate to. Last but not least, one of the most important rules is to use real testimonials from real customers. Faking testimonials will tarnish your business’ reputation. And even if your business manages to convert leads, they are likely to buy into unrealistic expectations in the long run.
In order to close leads and convert them, a great way consists in using a CRM, or Customer Relationship Management Software. A CRM system helps your business to target its efforts towards managing existing customers, converting leads, and building relationships with them. A wholly-integrated CRM system provides better interaction with leads by having an extensive record of their purchasing habits and their behavioral patterns. It helps your business understand better the type of customer base it is building at this stage. Furthermore, some Inbound Marketing agencies don’t hesitate to create their own CRM and offer it to paying companies.
Site Search and Filter
It is recommended that you include a Search Button and Results Filters on your business’ website so your customers can proactively find a specific product or service. Your company should constantly track and analyze what the visitors are looking for. By understanding the need of your Inbound leads through their searches, you can provide better search results and filters, which leads to better sales closing.
At this stage, Free Shipping should constitute a competitive necessity for your business. As much as people like buying things online, they don’t like waiting for them, especially if shipping costs substantially increase the overall costs. Online consumers are always looking for ways to save money and cut costs. Free shipping is a valuable tool for promoting your business at the closing stage, improves customer service and encourages them to spend more. 88% of consumers would be more likely to shop at a site online if they were promised free shipping. Furthermore, your business should mention that free shipping is available on every website page, with an emphasis on the product pages. Another adequate free shipping strategy consists in offering during a predetermined time frame. This strategy is ideal in terms of increasing sales during highly competitive seasons, such as the Holiday Seasons of Christmas, Easter, Passover and Ramadan.
Lead nurturing campaigns help your business create relationships with qualified Inbound leads. They are meant to communicate with each prospect on an individual level. Your business must send content that directly answers your audiences’ questions and relates to their needs. That way your company will lay the groundwork to offer solutions that result in closing the deal and building long-term customer relationships. The goal is to keep nurturing these leads with appropriate content so they move through the sales funnel and become paying customers. For example, a highly targeted Email marketing campaign is an efficient form of lead nurturing to use during the closing stage. Therefore, proper list segmentation is a critical component of said marketing campaign. The list can be based on several criteria, such as age, interests, race etc. It allows your business to send the right content to the right person at this stage of the buyer’s journey.
In an increasingly competitive climate, diversifying your Inbound Marketing Strategy is paramount. At this stage, your business can offer money-back guarantees. It is basically a promise, or a guarantee, that the money a prospective customer spent on a product will be returned if he deems it not good enough. As an Inbound Marketing Service, they help build more trust with qualified leads, and remove any unnecessary discontent from the whole Inbound Marketing funnel. This type of guarantee also provides the customer the opportunity to try the product firsthand before making an actual purchase decision. The fact that your business actually offers a Money-back Guarantee must mean that your products and services work well and you stand behind them. Thus, they go a long way in terms of building trust with qualified leads and prompt them to make a purchasing decision in your business’ favor.
In conclusion, the decision-making process occurs during this stage. At this point of the journey, the buyer will decisively opt for a certain brand, since they have a strategy in place to address their pain point. These methods will enable your business to stand out from the competition. They will also encourage qualified Inbound leads to purchase your products and services, thus converting them into paying customers.