Having the right perspective and focus is half the battle when it comes to generating valuable leads and converting them to clients. While there are many voices promising PEOs leads and sales by using patterned tactics, will these really bring lasting success? Let's explore this more by discussing 3 steps PEOs can take to streamline inbound marketing.
Build the Foundation
Before implementing specific inbound marketing tactics, PEOs should first build a solid foundation; this means they need to have the right online tools, and be ready to accommodate the leads that come from their inbound marketing efforts. This may include:
Email marketing list tools
Payment processors and invoice systems
Automated voice assistant
Social media accounts (w/inbound marketing software)
Studio to make videos
Tablets for remote access
- Blog on website
Basically, PEOs want to prepare for coming leads by implementing and optimizing every tool needed to convert them once they come. Sales teams should ask themselves: "If I were a company seeking HR help, would this PEO seem to be an attractive and competent option?" Getting a yes answer means leads will be impressed with the foundation they've been funneled into.
Building the foundation takes care and time; well-thought out content placed on social media platforms, websites, videos, emails, voice messages, texts, and chat, are all going to either portray competence or incompetence. While not every lead will be attracted to the brand, what PEOs don't want is to lose leads because they have a lack of confidence in the PEO's perceived ability.
Clarify the Strategy and Focus
Training and coaching sales teams to have a unified strategy and focus will bring continuity to the service providing. Part of this strategy should be to slow down and take the time necessary to nurture each lead. Leads will be impressed when representatives for PEOs aren't in a rush, and are willing and ready to take the time needed to help them.
Outstanding PEO services can easily be overlooked by leads when the actual human they connect with is rushed or distracted. Everyday, sales team managers need to reinforce the importance of the precious leads that come through. Like a fisherman waiting hours for a fish, sales teams need to wait on leads and be ready when they bite -- never knowing how big the fish might be.
Sometimes, leads might be scarce, yet this shouldn't make sales teams desperate or hopeless; rather, teams should always be confident in their PEOs overall inbound marketing strategy, and treat every lead as if they were the most important – even when leads are coming in abundance.
Adding Continuous Value
With a solid foundation and the right focus when dealing with each precious lead, PEOs can now focus on adding continuous value to their inbound marketing efforts. Building on a solid foundation is when PEOs will start to gain traction and achieve streamlined inbound marketing success.
Take social media for example, over time more connections are made, more posts are shared, and more attention is paid by search engines; these efforts work like compound interest, they exponentially grow with the right effort. For instance, just one viral post can put a PEO on the map and set them up as a thought leader in that realm.
Every inbound marketing tool should be continuously improved upon and added to with regularity. Adding continuous value to the brand while maintaining continuity with service and brand values, will streamline inbound marketing with exponential results.
In essence, this article is talking about working smarter and not harder; by having the right overall perspective and strategy, PEOs can then effectively use their inbound marketing tools to their advantage. While technology expands lead generation possibilities, it's still human ingenuity that brings them to fruition.
Stone Creek Consulting understands how valuable human ingenuity is for streamlining inbound marketing; we also understand how to make inbound marketing tools work for PEOs. We're a HubSpot Partner Agency with the experience and expertise to effectively help PEOs generate leads and make sales. If interested in learning more please contact us today.