How efficient is your engine?
You may not be an auto-enthusiast, but it’s an established fact that an inefficient engine runs poorly and at great cost.
Now, take the concept of an efficiently-run engine, and place it into the marketing sphere. How efficient is your marketing engine? Are there places where effort is wasted, or where things could be streamlined better?
Closed-loop marketing is for a marketing section what a tune-up is for your vehicle of choice. It connects your sales and marketing teams, identifies the leaks in your marketing strategies, and helps you see what brought your leads to you in the first place. It’s a huge assist to the Inbound Marketing methodology, and it’s backed up with hard data, so it’s irrefutably helpful to incorporate into your strategies.
Closed-loop marketing is a strategy. It relies on an awareness of a website visitor as they visit your website, convert to a lead, and then convert to a contact. This awareness allows your marketing sphere and sales sphere to see the steps a visitor took on their way to becoming a lead, and then to improve that path so more visitors will take it. In connecting marketing and sales in this way, you should have less visitors fall through the cracks, and even better, be able to empirically measure which strategies are working and which aren’t.
Implementing a closed-loop strategy begins with your website. You want it to become your hub, with as much traffic directed back into it as possible. The more time visitors spend in your website, the better your odds of them liking your content and getting involved with your business. If you’re able to give visitors a software cookie, it’ll also enable you to keep tabs on the visitor’s activity - their browsing preferences and habits for your website. Applying tracking tags to your URLs will also assist in campaign management.
When you understand where your visitor has been referred from, and what they’re looking at on your website, it’s much easier to help direct them to where they’ll naturally be looking to go. A business that understands the buyer’s journey will be looking to direct visitors into appropriate workflows and guide them further along the process towards choosing their business.
Keeping Tabs on Things
Inbound Marketing naturally lends itself to closed-loop methods, and this stage provides the most evidence to that effect. The use of marketing software, like HubSpot, will enable your business to keep tabs on prospective leads. It’ll note the pages they visit, and their activity on those pages, among a mass of other things, and will enable monitoring at an in-depth level, at any point during the visitor’s progression from stranger to customer.
The next stage you want your website visitors to be heading to is a direction to a landing page. The better your landing page, the more likely your visitor will fill out a lead capture form. Lead capture forms will also provide you with the kind of data that can be used to build your ideal customer archetype, or Persona.
If you’re using inbound marketing software to keep tabs on your prospective leads, it’ll be prudent to connect it up with your Customer Relationship Management (CRM) system. The two will complement each other, enabling you to see where your leads are coming from and what information you can be giving them next. This is a huge shift from previous marketing setups, where sales and marketing sat at opposite ends of the camp. By connecting the two and having them talk, you’ll be able to see where a closed sale began, as well as what made the sale come together. This will help improve your strategies, with sales and marketing identifying the strengths and weaknesses of the other, driving both to improve.
If you’re incorporating marketing software into this process, it’ll show you which sources are yielding fruit, and why. Armed with this knowledge, your business will be able to change its approach and update its content, transforming posts with mediocre attention into high-traffic pages. Your website will become more efficient, as more visitors will convert to leads and then to customers. With less visitors falling through the cracks, and more pages with lead-converting content on them, your system will also shorten the amount of time taken for a visitor to convert to a lead, further increasing the conversion rate of visitors.
Closed-loop marketing is a simple strategy, but is nonetheless a powerful one. It provides solid, helpful evidence on the strengths and weaknesses of your business’ website, and as a result enables you to make watertight the marketing process. There’s much less waste, and a bunch of new and exciting leads to follow up as well. It’s possible using some of the information at the back-end of your website, but can be accessed and arranged much easier using inbound marketing software designed to get involved in the statistical territory of your website. With solid data to work on, your business will be able to set realistic goals and improve at a measurable rate.