Just like you would with a traditional marketing campaign, you need to measure the results of selling banking products through inbound. One metric that can help you measure the success of your inbound marketing strategy is the percentage of visitors who arrive at your website and become real potential customers.
If your conversion rate is below the industry standard, you may have a problem with your messaging or your content. It's also important to identify which channels are driving the most traffic and which content is generating the most leads.
To measure this you need to create cell phone database landing pages and tracking codes for each of your products. This is a feature you will find in most marketing automation solutions.
How long does it take you to convert your leads ? With this information you will know if you are spending too much time nurturing your potential clients or are unnecessarily extending your sales cycle. That is why it is important that you design an effective strategy to nurture your lead. Below we will tell you where to start.
Focus on lead nurturing
Generating qualified traffic to your company's website is a vital element in selling your products; however, it's also true that you need most of those visitors to convert into leads. And even more important is nurturing those leads so that they can later become customers for your business.
Most companies make the mistake of transferring new leads to the sales team too early. Why is this a mistake? Because figures show that 50% of the leads obtained through a digital strategy are not yet ready to talk about a purchase. Hence the importance of having a lead nurturing process.
How can you nurture your organic leads? By educating them so they can understand their own needs and see that your services are the answer they need.
However, since inbound marketing is all about attracting audiences with relevant content, the best thing you can do is to establish a connection between email marketing and inbound marketing. This alliance will keep your potential customers well informed and in touch with your brand.
Key to success: align strategies
The basic principle for using email marketing to lead nurturing is to create conversion-focused, conversation-based email.
Creating a buyer persona, generating valuable content, increasing traffic and generating leads are the first steps in an inbound marketing strategy.
The more advanced steps are aimed at nurturing through email marketing and aligning sales and marketing teams. Once they are aligned, you can achieve good results.
Nutrition and segmentation: The perfect combination!
Without a doubt, the best way to nurture your organic leads is through a filtration process, a funnel strategy in which each of its stages represents a substantial advance of the leads within their respective buyers journey .
Now, before you develop your organic lead nurturing maneuver, you should review the results of your financial marketing strategy: the volume of traffic, the sources of that traffic, the number of leads you convert from organic traffic, etc. This way, you can think in much more concrete terms when developing your lead nurturing tactic.
Although there are currently many tools within inbound marketing strategies that can contribute to the nurturing of organic leads, email is still a very effective tool that can deliver amazing results if you know how to use it correctly.
To do this, you will need to segment the email list you have within your digital strategy, in order to apply the right tactics to the right people.
Plan your lead nurturing strategy
Email flows or workflows are one of the most used strategies for lead nurturing , due to their effectiveness. However, for it to work and for you to get the expected results, it must be purely educational, especially since you are dealing with organic leads.
You probably won't have a lot of information about these leads, so it's important to use educational language that will get them interested in topics in your industry.
What about SEO?
Although many believe that SEO has nothing to do with lead nurturing, this is not true. The leads you get organically, unlike other types of leads, are very attentive to the authority and quality of the content they find through web search engines.
This means you need to demonstrate that you are an authority on topics in your industry and that you are a leading brand so you can nurture your leads quickly and effectively.
The important thing here is to let the lead know that your company can help them solve a problem and meet their needs. In other words, the ultimate goal is to turn them into a customer!
Conclusion
Financial marketing can be challenging: it is highly regulated, and selling banking products can be very complex. However, nothing is impossible.
With inbound marketing, visitors to your communication channels will leave their data transparently, with the explicit intention that you contact them to obtain more information about the product you are offering.
Inbound marketing will give your business a more human aspect, especially through social media. This allows you to talk to people on an individual basis and promote the best aspects of who you are and what you offer.
If your company offers a lot of financial services and has large sales channels, it is advisable to partner with an inbound marketing agency.
They will help you automate your marketing, refine your sales systems, and enable your sales team to convert higher-quality leads more easily – i.e. nurture customers who are hesitant to use your services.
The inbound methodology offers many benefits for financial brands that want to increase sales of their banking products, seek more consistent and better quality leads, and have yet to take advantage of the potential offered by the digital landscape.
Keeping audiences informed about your investments and services, competing against startups, and reducing costs per lead are just some of the incredible rewards that inbound can offer. If you haven't yet implemented it in your marketing strategy, we invite you to try it out to see how your sales will increase.