Converting a lead into a customer organically is punctuated by calculated interactions, personalized content, solid visibility and meaningful engagement.
It's all about harnessing the power of digital marketing tools through inbound marketing, SEO optimization and customer relationship management strategies to build a relationship with your leads.
The aim is multiple: to create an audience, gain authority and credibility, and establish an initial organic relationship, so as to convert more easily.
Every point of contact, every piece of content shared and every dialogue started with your prospects must be intentional, personal.
The "Build" pillar is therefore based on four strategies: inbound marketing, SEO optimization, customer relationship management and AI chatbots.
1) Inbound Marketing
Inbound marketing is the art of engaging and creating affect in your leads in an organic, non-intrusive way, in order to better convert them. At the heart of this strategy is the creation of targeted content that responds to questions or pain points.
Inbound marketing can be broken down into several actions:
Visual creations
In today's saturated digital world, where attention spans are getting shorter and shorter, your visuals aren't just images; they're ways of making your brand make sense in a single glance.
In the digital world, 84% of online content is visual, and messages containing one or more images have a 650% higher engagement rate than text-only content.
The creation of visuals must capture attention but also be linked to the perception of your brand. The aim is to form a connection with your audience and hold their attention.
Social media strategy
Your social media platforms are direct channels to your customers and prospects.
The usefulness of social networks is to weave a bond with a committed community around your brand via targeted content, creating an ecosystem where your audience not only consumes your content, but also becomes an active ambassador for your brand.
The tone and format (text, images, video) of your social media posts depend mainly on your industry, the brand image you want to project, your target audience and the type of interactive content you can offer.
Editorial strategy
A successful editorial strategy needs to resonate across all your content, whether it's for your blog, newsletter or social networks. Content needs to be interconnected, to help retain leads on your platforms.
The sole aim of an editorial strategy should be to engage your audience, establishing your brand as a trusted source in the industry, while subtly leading your customers to conversion.
Newsletter system and campaign performance tracking
It's useful to complement your Inbound Marketing strategy with a Newsletter system. The newsletter is a powerful marketing lever that can become a highly effective source of conversion. In it, you can expand on the topics you've covered on your social media channels, and redirect them to your website to find out more.
You can manage your newsletter system via advanced platforms like Brevo to create compelling content, manage subscriptions and track key performance indicators. This enables you to engage your target audience and analyze campaign effectiveness for ongoing, relevant adjustment.
2) SEO optimization
Optimizing your website's SEO will help you build a strong brand image, attract prospects to you more easily through good SEO, and drastically increase your organic conversion over the long term.
In fact, the first five results proposed by Google for a given query attract 67% of clicks from Internet users making the query.
To optimize your website effectively, there are several key points to bear in mind, which Wellsy can help you with:
Technical optimization
The technical foundations of an SEO-friendly website are crucial to being discovered on the web and converting effectively.
From URL structure and website speed to the creation of optimized sitemaps, technical optimization not only increases your website's score with Google, but also makes interaction with your users more fluid.
Every technical element must be fine-tuned to ensure smooth indexing and superior SERP ranking.
Content optimization
The structure of the content on your website is also crucial for optimized SEO. Optimized content ensures maximum conversion.
Optimizing "on-site" content means writing relevant articles that respond to your target audience's search intent, as well as choosing and optimizing keywords.
Through in-depth research into your industry and the competition, it's important to create content that speaks to both the search engines and your audience, guaranteeing qualified, engaged traffic.
Backlinks campaign
Your site's authority is built through a carefully thought-out backlink strategy. Backlinks are essential if you want to move up the Google search results for the keywords you're targeting, since they're the key to increasing your authority score.
The more authority your site has, the more relevant Google considers the content on your website to be to the user performing a search. Without backlinks, you'll have little influence in Google's eyes, and therefore little organic traffic to your website.
Orchestrating backlink campaigns can therefore increase your domain authority and solidify your position as a leader in your niche.
3) Customer Relationship Management
Customer relationship management must be woven into every interaction and transaction between you and your customers.
This stage is very important to ensure that you don't miss out on any potential sales, and that you continue to nurture your leads according to the sales stage they're at. It can be broken down into three key stages:
CRM implementation
CRM integration enables you to implement an infrastructure that harmonizes and maximizes every point of contact with your customers.
An efficiently managed CRM enables you to work in perfect symbiosis with your operations, ensuring fluid customer management and valuable insights for your marketing and sales teams.
To choose and implement the right CRM solution, you need to take into account the technical specifications as well as the dynamics of the sales cycle.
Follow-up on prospect interactions / Sales drive
By setting up a number of filters and metrics within your CRM, you can rigorously track the progress of your leads and customers.
Every interaction is recorded, analyzed and used to refine and personalize future communications, assign the right scripts to your teams, increase conversion and maximize customer lifetime.
CRM training for teams
A powerful CRM is a well-used CRM.
Training your teams not only in the technical aspects of your CRM, but also in the optimal strategies for using these tools is therefore an important aspect of implementing CRM in your company. Proper training of your teams will ensure that every feature is exploited to maximize customer relations.
4) AI Chatbots
Chatbots, when designed with a deep understanding of the customer journey, can transform your customer service and lead generation.
Leveraging this new technology enables virtual assistants who don't just respond, but interact, learn and guide your customers, delivering instant customer service while capturing crucial data for continuous improvement.
It also allows you to redirect your teams to other tasks, thereby increasing your workforce.