A marketing and sales strategy that gives higher ROI, a lower customer acquisition cost (CAC) and...
Struggling to show the value of the work you do for your clients or just eager to give them quick results? There are many possible ways to go forward: Here are 15 quick wins to customer success if your client needs more visitors, leads or customers.
We’ve said it before and we’re not afraid to say it again: Getting results from inbound marketing, and many digital marketing strategies in general, takes time. Why? Because they are long-term investments that will generate more ROI the longer you put time and effort into it.
That being said, there are ways that can help you generate results faster – without spending way too much time or energy. Let’s take a look at what you can do to create quick wins for your clients if they need more website visitors, leads or customers:
5 quick wins when your client needs more website visitors
1) Set up a budget for paid social advertisements
Even though organic search can help your business gain more trust and credibility, get higher click-through rates on awareness content and hold on to the high rankings for a longer time, it does take a lot of time and resources.
That is why paid search can be a great compliment to organic search. With paid ads, or PPC (pay per click), you’ll be at the top of the rankings as soon as you pay for ad placement. This way, you can earn new website visitors much faster than with organic search, especially if your client’s business is relatively new in the industry or has not worked up a digital visibility.
By combining the two, you’ll often get the best result.
2) Create lookalike audiences from current customers
Wouldn’t it be great if you could create a target audience that resembles the customers your client already have? This is an opportunity in several different social media channels, like Facebook and LinkedIn, and also paid advertisement such as AdWords.
By doing this, you have a much better shot at actually reaching out to the people that are interested in what your client has to offer early in their buyer’s journey.
3) Repurpose content
Luckily, when it comes to content, you don’t have to reinvent the wheel every single time you are to create a new article or downloadable piece of content. Content works better over time, which means: more visitors and leads come from evergreen content that has been live on the world wide web for a couple of months or longer.
So what does this mean for you? Instead of continuously publishing new content, spend a little time brushing up on the existing content your client has and make this even better – so that you can republish it and get even more visitors and leads.
4) Promote popular blog posts or downloadable content on social media
Show the world what you have to offer by promoting your content and other news in social media channels such as Facebook, LinkedIn and Twitter.
Did you know that 83% of all marketers actively pursue social media marketing initiatives and nearly one-third of the world uses social networks regularly?
5) Optimize your client’s website for search engines
There are many things you can do to optimise your client’s website for search engines – and many of them are simply small adjustments such as:
- Adding industry and business specific keywords to the client’s website page titles, URLs, H1 tags and alt-text of images.
- Ensuring that the website is optimised for mobile devices.
- Rewrite the meta descriptions for the most popular website pages.
5 quick wins when your client needs more leads
1) Add CTA’s to high-traffic pages
If you need to convert more visitors to leads, the first thing you’ll need to do is to include points of conversion on the most popular website pages.
CTA’s (Calls-to-actions) are linked buttons or linked text that will help your website visitors move forward on your website as you provide them with a natural next step.
2) Review forms
Once you have led your client’s website visitors from one page to another using a CTA, you’ll need to make sure that the forms on the landing pages are optimised.
Do they include too many questions? What is the threshold for filling out the form – low or high? Does the form look the same on mobile and desktop? If so, find out how you can make it even easier for the visitor to fill out and submit the form no matter what device the person is using.
3) Gate content your client is giving away for free
Content can be a valuable lead generation machine – if you let it. Don’t give away all the good stuff for free. Instead, gate the longer, more valuable content so that the client’s visitors have to give away their email address in order to gain access to it.
This way, they are automatically registered as a lead in HubSpot – which means that you can nurture them with even more relevant follow-up.
4) Collect content into high-converting pillar pages
Pillar pages and topic clusters are the new queens of SEO. Rather than spending all your time focusing on keywords, think about key topics. If you are a provider of inbound marketing, your key topics may include inbound marketing, SEO, content marketing and so on.
Instead of having the blog as the main page for the hundreds of articles you write, you should create one main page for each topic. By doing this, you’ll increase the likelihood that your content appears in search results associated with this topic.
Gather the content you already have on these topics and structure them in pages that give the reader everything they need to know about the topic. The pages should include plenty of internal links to additional reading.
Read more about pillar pages and how to create them here.
5) Install lead flows
Lead flows are a tool for creating engaging forms to capture leads. These can be placed on every website page, landing page or blog that is hosted in HubSpot.
There are several types of lead flows available: pop-up boxes, drop-down banners and slide-in boxes from left or right. These are like CTA’s in the sense that they are actionable ‘buttons’ that urges the reader to move to the next step.
Rather than leading them to a landing page, however, the lead flow will expand whenever someone clicks it, unfolding a short form for the reader to fill in to get access to the content.
5 quick wins when your client needs more customers
1) Build a basic lead scoring system
If your client wants more customers, the first thing you should be doing is to set up a lead scoring system. By doing this, your client’s prospects will automatically be identified as a lead, MQL (marketing qualified lead) or SQL (sales qualified lead) based on their score.
Their score is set based on a number of criteria regarding their actions on the website. For example, if someone has visited the “Contact us”-page, they will get a higher score. As soon as a prospect reaches a set score, they will be identified as a sales qualified lead, meaning the salespeople should get in touch as soon as possible.
The scores can be set by the marketing and sales team or automatically by HubSpot’s predictive lead scoring system.
2) Create quick offers for the end of the buyer’s journey
Have you noticed that many of your client’s marketing qualified leads stagnate when they reach their end of the buyer’s journey? That might be because they can’t find any relevant decision stage content.
Typical bottom of funnel - or end of the flywheel - content is amongst other things free demos and free consultations.
3) Retarget current customers
Happy customers are likely to buy more from your client – if you just give them the right options. Find possibilities to upsell that will also give the customer even more value.
This can, for example, be an upgraded version of HubSpot or an Add-on.
4) Find potential in the client’s database
It’s not always easy to know exactly what people and businesses you have in your CRM and there might be more opportunities than you think. The same is true for your clients.
That is why you should set aside some time to look through the client’s database and dig for possible gold – that is, potential customers.
5) Activate sales notifications for returning customers
Just like you can activate notifications for the client’s salespeople whenever a lead is sales qualified, you can also activate sales notifications for returning customers.
By doing this, it is much easier to show the salespeople the value of customers who buy again.
Interested in learning even more about how you can ensure customer success – both for your clients and for your own company? Download our ultimate guide to inbound marketing and sales to learn more tactics that will help your clients grow.