It’s a very common question asked by businesses of all shapes and sizes, and across every sector and industry: How can we get more qualified leads? Your pipeline might be full (or at least, full enough) of leads – but for many businesses, the majority of them aren’t converting into profitable customers.

We all know a “rainmaker” who has an uncommon ability for generating warm leads – whether they work in a law firm, real estate agency, financial services company, or anywhere else. It’s almost as if they were born with an internal divining rod. But guess what? Virtually any business can turn into a warm lead factory by taking advantage of inbound marketing.

Recently, we highlighted the differences between a landing page vs. homepage. Today, we’re exploring landing page marketing strategy -- and specifically, 3 ways to improve conversion rates. 

Whether it sells gourmet coffee to caffeine-loving patrons or provides highly technical engineering solutions to research lab managers, every business has a sales cycle; one that can typically last from a few seconds – to a few months. 

Just as lawyers grasp that there are many different kinds of evidence, and doctors know that the word “medication” can refer to anything from over-the-counter headache remedies to extremely potent prescription pharmaceuticals, sales professionals know better than anyone else that there is not one, but two distinct classification of marketing leads:

While sales professionals in various industries, sectors and marketplaces have different approaches and strategies, there is one unifying and universal theme that ties all of them together, whether they sell business moving solutions, VoIP phone systems, ultra high pressure homogenizers, and the list goes on: THEY LOVE TOOLS!

As any sales professional knows, not all leads are at the same stage of the sales cycle.

In the world of content marketing, retargeting refers to a strategy where customers are presented with specific, contextual online ads that are triggered by a small file – or “cookie” – that was automatically placed on their browser during a previous browsing, shopping or surfing experience.