If you think of your content as your window display, the Transform stage is the experienced shopkeeper who expertly draws the window shopper inside, woos them, wins them over and makes the sale.
This stage involves turning prospects who have engaged with your content, your website and your social media interaction into customers - by collecting their details via gated consideration content on your website. Once your customers are interested and you have their details, you can make strategic sales calls.
You can't do this without:
- Lead nurturing: Customers who are not yet ready to buy can be turned off by a hard sell. By using automated email lead nurturing within your inbound marketing strategy, you can continue to feed them content and engage with them until they are ready to buy.
- Lead scoring: What technology do you use to rank leads in terms of who's most ready to buy? We identify which leads are the most engaged and the furthest along the buying process. Have you got statistics to back this up?
Your technical resources
Once again, these approaches rely on using the best available software resources. For our clients we choose to use:
- HubSpot: HubSpot's inbound marketing software gives us an integrated platform for tracking and analysing customer engagement with our clients' brands. With this detailed information about what content leads have read, it's easy to strike up a conversation.
- Eloqua: This is an important lead nurturing resource for our clients because it allows us to tap into social media channels with unique content, creating new conversations and measuring the exact impact of clients' social media engagement and content on their web traffic.