16/12/2016

Presence, engagement – but where are the enquiries?

You’ve built up your digital presence, people are engaging with your excellent content but it’s not translating into business opportunities – so what can you do?

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Social and digital activity often focuses on metrics like engagement and reach, but how can this be turned into leads? Integrated use of digital channels ensures your brand and products are at the forefront of potential clients’ minds when they are looking for a company to do business with.

You can support your sales funnel by building brand awareness, educating prospects about your projects and services, and engage with existing customers to drive brand advocacy.

Make sure you plan, act, measure and adapt but be aware – success takes time and requires investment – digital engagement is not free and it’s not instant but it is effective.

Top tips to convert engagement into leads

In the days before digital communication was king, the concept of lead generation meant your marketing department found the names of potential buyers and then passed them onto your sales department.

While that still happens to a lesser extent, now a potential customer is far more likely to be carrying out their own research through social media, search engines and other online channels before choosing a company to do business with.

Making sure all the necessary information is available to a potential client when they search for a company or business in your field increases your chances of being looked at and engaged:

  • FACT: 79% of search engine users say they always/frequently click on the natural search results.
  • FACT: Forrester Research indicates that the average conversion rate – that is the ratio of orders (inquiries) to overall site visits – is 2.9 percent.
  • FACT: Studies show that web users predominantly click on the top four results for any particular search, and then move on.
  • FACT: The more engagement you get, the more Google considers your content to be of high value, which in turn boosts your SEO rankings. Search engines look for natural links, so the more informative your content is, the more likely people will link to it naturally.

The marketing/sales funnel

The marketing funnel describes the journey a prospective client makes, starting from the initial awareness of your firm through to finally signing on as paying client.

At the very top of the funnel, there’s the unaware – those prospects that are unaware of your firm, and perhaps unaware that they even need you, and therefore are not even looking. At the bottom of the funnel are those who’ve made it through and converted into new business.

It’s worth noting that the use of the word funnel is deliberate. The top of it is much wider and it slowly decreases in size until it reaches the bottom – this is what will happen to your potential clients. You will funnel them through a journey to reach the point at which they commit to doing business with you.

We can help you develop your lead generation funnel and maximise those initial enquires to give you the best chance of conversion into new business. Download our Digital marketing checklist now or give us a call for a no obligation chat about how we can help with your social media strategy.

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