Optimizing the eMarketing Leads-to-Sales Process

The challenge to any business is to optimize every little piece of the eMarketing flow from website visitor to sale.

By carefully tweaking the micro elements of the flow, the macro components work better; you’ll generate more leads, more conversions, more sales, increase market share, and be primed for the future.  Below is a diagram showing how the eMarketing flow works.  There are three phases of eMarketing strategy: Generate Traffic, Turn Into Prospects: Turn Into Sales.  Quality Content is the glue that hold the three phases together, because without content, eMarketing optimization doesn’t work.

Let’s review some of the above elements from a sales AND content perspective:

  • Search Engine Optimization:
  1. Sales: If your site is not indexed and highly ranked on search engines; that’s less leads, less quality leads, less conversions, less nurturing, less sales
  2. Content: If your site is not written with proper keywords, and your meta descriptions and page titles are not keyword optimized, Google won’t match your site to a user’s query
  • Pay-Per-Click:

  1. Sales: If your ads are not relevant to keyword queries, your click-thru rate decreases, you’re paying for poor quality traffic, your site visitors leave, and you receive poor quality leads, meaning less sales and revenue
  2. Content: If your ad isn’t written with a clear offer and unique benefit, you won’t get as many clicks, and your quality score goes down, then your ad positioning is affected as well as your average cost-per-click which increases when ads aren’t written properly

  • Social Media:
  1. Sales:  If you’re not engaging with potential customers properly by not participating in social media correctly, your credibility is reduced, and that means less quality leads, and less sales
  2. Content: If you’re not contributing quality, problem-solving content and business-solution advice towards potential buyers, those buyers won’t engage with your brand as much, and will follow and increase their likelihood of doing business with competitors

  • Website/Landing Page Design Optimization:
  1. Sales: If the website is designed poorly from a usability, content, and navigation perspective, those potential leads will bounce from your site, not engage, and likely do business with competitors, and that means less web form submissions, less leads, and less sales.
  2. Content: If your website/landing page does not easily explain what you do and the benefits of buying from you are not clearly visible, website visitors will leave
  • Marketing Automation/Lead Nurturing
  1. Sales: Once you do get a lead, if you’re not scoring them or identifying those most likely to buy as they go through the nurturing process, you won’t spend time with quality leads, and if you don’t do that, leads will leak from the funnel and buy from competitors, meaning less sales opportunities and revenue.
  2. Content: If you’re not nurturing prospects with additional quality content, matched to their needs, prospects will not engage with you, and will buy from competitors. Quality content drives quality leads, meaning more sales, and more revenue per deal.  Marketing Automation systems work by managing content flows, measuring results, and optimizing the entire leads-to-sales cycle.

Think about this:

  • Why have a website if search engines can’t find you?
  • Why have compelling content if you’re not promoting it properly?
  • Why have a lead generation plan if your website is not optimized for conversion and lead-capture?
  • Why have an e-mail marketing plan if you’re not segmenting audiences and delivering content based on those unique buyer segments?

The bottom-line is, don’t fall short on any specific element of an eMarketing plan, or else leads and sales will be lost.  You have to invest in a strategic approach to optimize each element of the visitor-to-lead-to-sale flow.   There shall be no emphasis on any one phase.  The Marketing and Sales departments both benefit by full eMarketing optimization, including the implementation of a Marketing Automation system.  A brand new Mercedes Benz is meaningless if there’s no gas or roadmap.  Think about it.

About Paul Mosenson

NuSpark Marketing Founder, Chief Lead Generation Strategist and Online Media Director An experienced B2B and B2C marketer, Paul has been helping clients generate leads and grow their businesses for over 25 years. Paul helps plan and optimize marketing and lead generation programs.

3 Comments

  1. Marketing Automation

    How is it that most people are not using autoresponders (email marketing) with marketing automation software for there business? By now everyone should know that the “money is in the list”. If you don’t have a list of potiential clients that you market to on a continual basis then you don’t have a true internet business.

  2. Eric Goldman

    A great post with much to think about in terms of Inbound Marketing and Marketing Automation, or what I call, Inbound Marketing Automation or IMA.
    We have learned, however, that the tools and techniques used in IMA are best used as part of formal Process which specifies the way in which your marketing is to be automated, and who does what, when and where. In other words, think of your Marketing, and especially your IMA system as a Process – not just some tools and techniques.
    And the first step in this process is to draft an up-to-date Marketing Strategy because choosing the right keywords begins as a marketing exercise – it is, after all, your “online branding”. Once you have ideas about what this is and consequently what the words/phrases should be, you can begin the technical exercise of defining the keywords by doing the research needed to find the volumes, difficulties of owning, etc.
    And then, for the remainder of the Process of IMA, it helps to break it down into 4 phases. Your article above talks of the things which happen in these 4 phases, but thinking of it this was stresses the Process nature of it. In each phase you concentrate on a specific activity. For example, in the first phase, you…
    1) Attract more visitors to the website through Search Engine Optimization, Social Media Marketing, and Pay Per Click advertising. Next, you…
    2) Engage those visitors’ attention with industry leading content (website copy, white papers, videos, podcasts). As you state above, you must match the content to the prospect’s buying cycle to ensure you can nurture them around the cycle (see below).
    3) Qualify these visitors by grading their profiles and using their digital footprints to rack up a score and hence “know” their quality. And then, nurture them from cold leads to hot prospects with multi-touch drip email campaigns. emails which send just the “right” piece of information to the prospect to help move him or her to the next stage of their buying cycle.
    4) Automatically feed these hot sales ready prospects directly into your CRM and automatically notify the assigned sales rep (based on product or territory or whatever…).
    Our website contains a Resource Library of white papers, tools, videos and an extensive glossary, all covering Inbound Marketing Automation in more detail.
    http://www.inbound-marketing-automation.ca

    • Paul Mosenson

      Thanks for the comment Eric. It takes big-picture thinking and an understanding of the process for a full eMarketing optimization effort to work. Slip in one phase; all other phases are affected.