Growing the sales pipeline when numbers are low with a content marketing plan | Executive Hurdles
- Richard Danks
- May 5, 2023
- 3 min read
As an executive, one of the most difficult tasks you may face is finding ways to grow the sales pipeline when numbers are low. Low sales can have devastating effects on a company’s bottom line, so it’s important to take action and find strategies that will help drive revenue. One potential solution is developing a content marketing lead magnet plan, which can help your business attract new customers and increase sales. I have found working for a number of companies the challenge of hitting sales targets by generating and converting opportunities from the sales pipeline is a constant pressure point for sales and marketing teams to achieve.
In my experience, some performance challenges that can affect generating demand and converting opportunities can be with how sales and marketing teams work together. If a company is struggling to grow its sales pipeline and convert leads into customers, there are several challenges it should consider. These can be broken down into three main categories:
1. Sales & Marketing Teams: Does the sales team have access to the right resources? Are they properly trained in lead generating tactics? Does the marketing team have enough resources to promote the business and generate leads?
2. Lead Quality: Is the quality of leads high enough to convert into sales? Are there enough qualified leads coming through? Where are leads being generated from?
3. Conversion Rates: Are there any conversion rate blockers preventing new customers from being acquired?
These are some initial steps that could be assessed and then it’s important to create a plan of action that will help grow the sales pipeline and convert leads into customers.
What strategies could you introduce to grow your sales pipeline with a content marketing lead magnet plan?
One of the most effective ways to increase your sales pipeline is to develop a lead magnet plan. A lead magnet is an incentive or offer designed to attract new customers and encourage them to provide contact information. For example, a lead magnet may be a free trial or demo of your product or service, or it could be an ebook, webinar, or online course.
Here are some tips for creating an effective lead magnet plan:
1. Identify Your Target Audience: Identify the types of customers you want to attract and develop lead magnets specifically for them.
One company that stands out in terms of targeting their target audience is Apple. They offer the perfect balance of technology, aesthetics and simplicity to appeal to a wide range of customers. According to start.io: The typical Apple customer profile is of middle to high economic status, enjoys the small luxuries in life, and appreciates technology and design.
2. Select an Appropriate Incentive: Choose an incentive that’s attractive enough to entice potential customers to provide contact information.
Groupon is a great example of an incentives-based lead magnet plan. Groupon’s offers are attractive enough to entice customers to provide their contact details in exchange for a discount or free offer. The company also offers localized promotions that give customers the opportunity to experience something new within their local area. Groupon can be seen to attract website visitors contact information by attracting them with discount code vouchers to arrange local discounts near where the user lives
3. Leverage Social Media Channels: Take advantage of social media platforms like Facebook, Twitter, and LinkedIn to promote your lead magnet and reach more potential customers.
One company that leverages social media channels to promote its lead magnet is the charity Easy Fundraising. This organization uses their Facebook page to promote their lead magnet of donating a small percentage of users’ online purchases to charity. This attracts customers as it gives them an easy way to help support charities while they shop online.
Conclusion: 3 Tips for Success
Creating an effective lead magnet plan is a great way to grow your sales pipeline and attract new customers. To ensure success, here are three tips you should keep in mind:
1. Identify your target audience and develop lead magnets specifically for them.
2. Leverage social media channels to promote your lead magnet and reach more potential customers.
3. Track results to measure the performance of your efforts and optimize your campaigns.
By implementing these tips, you can get
started with using a lead magnet plan to grow the sales pipeline when numbers are low. With the right strategy and processes in place, you can attract more customers and increase revenue for your business. Good luck!
Need help with your content marketing and lead generation plan to grow your sales pipeline?
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