What to do with your leads: relationship, the third phase of inbound marketing

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In every Digital Marketing process, the word Lead appears prominently. A Lead is a potential customer . An opportunity for your small or medium business.

But do you really know what they are for and what should be done with these contacts obtained in the previous phase of Inbound Marketing?

Chet Holmes, in his book “The Ultimate Sales Machine”, shows that only 3% of people on the internet are ready to buy . Of course, for these people we will advertise on Google AdWords, Facebook Ads and other platforms, selling the product with a totally commercial appeal, closing a quick sale.

To continue, imagine: of the hours you spend on the internet, how much of it do you spend looking for a product with the conviction of buying it? Quite a short time, isn't it?

The online shopping journey takes time . This is because we have student database a wealth of information and content to decide what to buy. The other 97% of users spend hours and even days looking for opinions, reviews, comparing prices, etc.

Thus, the Inbound Marketing methodology works on relationships with this huge number of users, with a view to generating value and authority, making your business their first purchase option .

To do this, it is important to maintain a direct and real relationship with your audience .

Believe me, there are automated ways to do this, and companies of all sizes are already talking to their Leads.

Below I will detail some ways to build relationships during an Inbound Marketing process :

Email Marketing
“Email is dead.” WRONG! Email marketing is getting better and better. About 92% of internet users have at least one email account, and 72% of them check their inbox 6 or more times a day (not to mention that there are over 3 billion email accounts created, which is 3 times more than all Facebook and Twitter accounts combined).

Also Read: Increasing SERP Visibility with Structured Data and Schema Testing
Furthermore, many people see Digital Relationship Marketing as Social Networks, but these people are losing money . Remember Digg? It was an old social network that has ended. And Orkut? I don't even need to say what happened to it.

Email allows you to have intimate contact with your users. You can personalize what you send them, and thus create a true bond. And if any email marketing software goes out of business, don't worry, your list will still be with you.

Automation Flows
Creating personalized emails for 50 people is complicated. Now imagine what it would be like for someone with a list of more than 5,000 contacts.

That's why there are software programs that do all this automatically . You just need to create email templates thinking about your Persona and their Buyer's Journey.

These are emails designed with the user in mind for every step of the way until they decide to make a purchase . They will receive specific content to help them understand that they have a need, and as they react to this email, they will receive another with content focused on solving that problem.

“Is automation flow only about email?” Of course not. The flow works mainly with email, but it can be used for many other things:

Change the stage of Leads in the Purchase Journey;
Mark/Unmark Leads as an opportunity to close or not a sale;
Mark a sale as completed, preventing the Lead who has already purchased from receiving more offers for your product;
Assign an owner to the Lead or distribute Leads among salespeople, managing the sales process;
Add/Remove tags that will help the seller contact the Lead;
Follow the Lead on social networks where your email is registered;
Save Leads information.
Read also: 5 Copywriting Formulas to use on ChatGPT
Bonus: In this article from Marketing de Conteúd you can see details on how to create an automation flow for any type of business in the RD Station tool.

“But Rodrigo, am I going to have to wait days to make a sale? That’s not going to be worth it for me!”

Yes and no. The time it takes for your consumer to make a purchase depends on their journey . For example, buying a pair of sneakers is much easier than buying a car. Either way, it does take time. However, from the moment a customer closes, another one will be close, if not closing at the same time, because the Inbound Marketing strategy happens all the time and is always bringing in new customers.

That's why we say that the strategy is long-term. And once it starts to produce results, it doesn't stop!

Remember when I said that your Facebook fans weren't really yours ? Well, here at Inbound Marketing you create true fans , that is, people who are eager for your content and who improve their lives with information that your business provides.