It is a question we hear often, and one that we love to answer. Inbound Marketing is the future of the marketing industry and we just so happen to be specialists that are partnered with the leading software provider for the Inbound Marketing revolution.
We are moving away from disruptive marketing and making our clients found by the people that are looking for them. The best part, it works. We offer information for information in a non-monetary exchange that generates leads, trust and begins building relationships with prospects early in the sales process. We break it down below.
When we say the word convert we are specifically referring to the converting of a website visitor into a lead through gathering their information. When you have people visiting your website they are using it as an information resource. They are looking for information about your industry and ideally information about you. There is a lot of power in being considered a resource by your consumer, we wrote a blog post about being a resource that you can read here. When you are offering something great, they will come. You just have to be a bit strategic during the attract stage, and you can read all about that stage here.
To convert a lead you have a few key elements that you have to pay attention to:
Compelling buttons and images that make the visitor want to click and capture the information that you are offering. We have calls to action that are e-books and white papers, sometimes an assessment. We see a high conversion rate because the items we are offering are valuable to our readers. Some of the Calls to Action we have used for our clients are exclusive specials, vehicle maintenance guides, home buyers guides and more.
When a client has clicked on a call to action they are taken to a landing page. This page is where you are doing your very best to convert the visitor into a lead. The content on these pages is vital. Some suggestions are to remove the ability to navigate away from the page, make strong value propositions and make the forms easy to use. You are asking for a little bit of their information in exchange for a lot of valuable information in your premium content offer (ebook, white paper, etc.), make them want what you've got.
Simply put, the form should be as easy to use as possible. You want to be certain that you are getting exactly what you need from them to convert them into a solid lead. Consider what information you need to make that happen.
Once you have converted your visitor into a lead you are smart to keep track of them. Be organized and ensure that you have a way to track their behaviour on your website and in the marketing emails that you are sending out. The tool that we use and have selected as the best for our clients is HubSpot, it very accurately tracks exactly what the leads are doing on each of our client's sites.
Intrigued and excited by the prospect of actually getting leads from your website? You should be! You've likely been wasting your online presence and mismanaging the potential new customers that have been visiting. With inbound marketing you can dramatically increase your business success. Click on the link below and grab our introduction to closed loop marketing, it gives you a step by step guide to getting started on your own. If you want to skip the DIY approach and see how we can help, click here.