How To Manage Your Ecommerce Inbound Leads
In order to be successful in the competitive realm of ecommerce, you need to reel in potential buyers and turn them into loyal customers. Inbound marketing is one of the ways to do just that.
Leads that come in as a result of your efforts can be managed efficiently by making use of different techniques such as content marketing and social media.
What Is Inbound Traffic?
In order to understand how this traffic works, it is important to first get acquainted with the concept of inbound marketing.
This type of marketing is all about attracting potential customers to your store through different methodologies such as content marketing.
Inbound traffic is the outcome of this marketing, in the form of visitors and potential customers.
Visitors land on your website by clicking on blogs, social media posts, and other content that you publish online.
Hence, marketing strategies are designed based on what potential customers want to see or purchase.
Before starting the marketing process, the very first process is to survey the right traffic that can turn into potential customers for the company. This traffic can vary depending upon several factors such as gender, age group, region, individual preferences, and many others.
After you have recognized the inbound traffic that you have to target, the very first crucial step is to attract them to your website. This type of traffic can be generated several ways including:
- Attractive Content
If you wish to generate targeted traffic, you must shift your mindset from being about quantity to focusing on quality. You need to have useful content on your website, as well as appealing blogs, describing your products on other platforms. The content should also be catchy so it can keep the visitors engaged until the call to action is completed
- Organic SEO
In order to make appealing content visible to the inbound traffic, it is also important to make use of organic SEO. Carrying out good keyword research and making use of innovative digital marketing techniques such as social media marketing can be helpful in attracting the right traffic in the first place
Merely attracting inbound traffic is not going to help you reach your goals. You need to convert these leads into customers. This can be done in several ways:
- Along with appealing content on your website, always put up a call to action so that visitors can take the call immediately, and upon impulse
- Creating efficient landing pages helps to convert leads into customers
If an inbound lead has been converted into a customer, this does not mean that your job is entirely done. It is important that customers are nurtured from the start of the journey and in a continuous fashion, in order to make them loyal and long-term buyers.
Hence, after someone has bought a product, you should make sure that an effective post-sales campaign is also in place with the help of a CRM, email marketing chain, and other methods.
On the other hand, if a person has not made a purchase, you should be eager to maximize the conversion potential in any case, or at the very least understand why the process was unsuccessful.
For example, you could have a form that asks questions such as:
- What was the product that you were searching for?
- Was the product presented not what you thought it would be?
- What made you exit the website or abandon your cart?
Such a gesture leaves a good impression on visitors that leave, in order to perhaps welcome them as customers in the future.
Also, we can learn a great deal about the ‘path of relevance’ of our campaign through those that do not convert - for example, if a landing page describes a product differently from the website.
One-time customers do not necessarily and automatically come back.
Here are some ways you can retain your customers, in order to create more sales overall:
- Collect feedback from your customers at the end of a transaction. If a customer is not happy with the process or product, you can provide an extra discount or other similar benefit
- Customer loyalty programs which include offers such as special discounts are also helpful. You can also start point systems where customers can earn points that can be redeemed later for shopping on your website
- Sending personalized emails about special occasions, discounts, or sales always works wonders for retaining customers and keeping ahead of the competition
Inbound traffic is at the heart of any ecommerce site. Hence, it is important to know how to manage your visitors’ journey properly, in order to maximize conversions and therefore make the investment count. Remember, once customers are converted, you will also need to go the extra mile to retain them and keep the relationship going in order to enhance your circle of loyal customers.