Connecting with your leads is more than just a digital transaction—it's about starting a conversation. A good website should initiate and foster dialogue with your visitors, addressing their concerns and providing solutions. In the era of online research, Inbound Marketing plays a pivotal role in establishing relationships through your website.

One of the definitions from Hubspot sees “Inbound Marketing as the future of marketing”, emphasizing the importance of connecting with customers where they are and in a way they want to be engaged. The conversation actually begins with understanding how your visitors interact with your website.

Have you ever received a cold call from someone unfamiliar with your business? Cold-calling often leaves us feeling disconnected. However, online interactions don't have to be impersonal. By applying some of the principles of inbound methodology in your digital strategy, you can personalize each call based on the unique journey your customer has taken on your website.

Check out this insightful video on Inbound Marketing.

Let’s take a look at the customer’s journey which is also often referred to as “the buyer’s journey”. An essential aspect of both marketing and sales strategies is understanding the buyer's journey. Marketing focuses on awareness, consideration, and decision-making opportunities for customers. On the other hand, sales aim to provide the right information and a compelling proposal to win customers over.

To make this process effective, tailor your content to different stages of the journey, guiding customers from being strangers to becoming promoters of your business. Examining the customer journey provides valuable insights into the questions they have before reaching out. By the time you call a lead, they're already anticipating the conversation, having initiated it through their interactions on your website.

Want to get a more in-depth understanding and application of the Buyer’s Journey? Join Summit today.

These are individuals who have engaged with your product or service online, signing up for newsletters, downloading brochures, or connecting via social platforms. Through the content you provide, you exchange value for information, gaining insights into their interests and questions. Before connecting, do a bit of research using the breadcrumbs they've given you, to prepare for the connect meeting.

Connect meetings mark a crucial step in the sales pipeline. It's likely the first human interaction with your company, so preparation is key. Having qualifying questions on hand is a great strategy.

• "Tell me about your company?"

• "What's your role, and what do you do day-to-day?"

• "How did you hear about us?"

• "How long have you been in business?"

• "Where do you see your sector in 3 years?"

• "How many staff members do you have?"

• "What have you tried in the past?"

• "What is a priority, and do you think we can be a potential solution?"

The goal is not to sell right away but to understand your lead's pain points and goals. Take a consultative approach, aiming to nurture the relationship for the next steps.

Remember, automation is crucial. Marketing automation helps track your lead's activities on your website, signalling the right time to reach out. Be prepared for situations where the timing isn't right, or the business isn't ready.

End the connected meeting on a strong note by suggesting a date for the next meeting to follow up. Check out this guide How to set up meeting links, a FREE resource that you can download now.

TAKE THE NEXT STEP

Remember, it's not just about making a sale; it's about building relationships and understanding how your product or service can be the right solution for your lead's needs.