Page 109 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

content, developed with minimal budget and minimal time from the executive
team and other high-value employees. You have now extracted the brain power
of the company and promoted it to your buyers on the digital page. As more and
more content is published, more and more potential buyers follow your business
on social media. More and more people link to your corporate website and blog.
As we learned earlier in this chapter, this rise in social media following and
inbound links drives exponential growth in the number of buyers finding you via
Google searches. Thanks to the landing page and free ebook offer, a high
percentage of these website visitors self-identify themselves to your business in
exchange for the complimentary content. This is inbound marketing at its best.
This is a formula for predictable, scalable demand generation.

“Do not overburden valuable resources at your company with inbound
marketing responsibilities. Hire a journalist. Form a thought leadership
committee. Put the two together to create a continuous stream of high-
quality content.”

Let's walk through a “before-and-after” example to understand how impactful
this demand generation strategy can be. Assume you have 10,000 visitors per
month to your website. Let's also assume you have one call to action on your
website—“Contact Us.” As a result, the website converts only 0.5 percent of
your visitors into leads, or 50 leads per month. This is a very common reality for
a small or medium-sized business.

Now, let's assume you embrace the inbound marketing tactics for a few months.
It is not uncommon for traffic to grow by multiples—let's assume three times.
Now you are getting 30,000 visitors per month. It is also not uncommon for the
visitor-to-lead conversion rate to increase from 0.5 percent to 3 percent with all
of these useful ebook offers. At a 3 percent visitor-to-lead conversion rate and
30,000 visitors per month, you are now producing 900 leads per month, up from
50! That represents a “game-changing” impact to your business.

Complement Content Production with Social
Media Participation

The content production process is powerful. However, its impact can be
significantly amplified by complementing content production with frequent
participation in the online discussions where your target buyers are already