So you have a website and a blog, and you are contributing remarkable content and promoting it on social media. You see a spike in traffic on your site but you aren't getting any new customers or online leads. What to do?
Simple, focus on conversion. Right now you are at the top of your marketing funnel. You need to start moving your visitors down and converting them to qualified sales opportunities.
How do you make this traffic convert to a known prospect?
Who are they? What are their needs? The best way to find out is by posting a compelling offer that your buyer persona would be interested in learning about. Create a call-to-action (CTA) and promote your offer. Launch a landing page with a form for visitors to submit their information and measure the whole process. Easy, right?
1. The Offer
The offer is the most important part of your inbound campaign. It's what attracts your visitors attention enough to fill out a form and become an prospect for your business. The offer needs to target the type of sales you are trying to attract. For example, if you are an online natural dog shop and you want women with disposable income to reach your site, you will want an offer that appeals to women about their dogs. If you are a sales consultant, you will want an offer that appeals to sales executives trying to improve their close rate. Offers can include, custom consultations, free trials, demos of your product, webinars, ebooks and whitepapers of interest. Use anything that will appeal to your target customers. Also, the offer form is a conversation starter for you or your sales team to have to begin the sales process.
2. Calls-to-action
Calls-to-action are buttons or links that grab a website visitor's attention and directs them to a landing page. They can be located everywhere, on website pages, in emails, and blog posts. They are the key trigger of online lead generation.
3. The landing page
The landing page is where you prompt a visitor to complete a form to get that remarkable content or consultation you are offering. Here the visitor is asked to submit contact information and other details in order to receive that offer.
You've done the hard work of creating an awesome offer, placing your calls-to-action buttons on all your remarkable content, creating your landing page that will give you the visitors contact information. Now what?
4. Test, measure, and iterate
The next step is to test, measure and iterate. You should now closely watch your marketing metrics like, click-through rates of your call-to-action, conversion rate of your landing page and the number of new prospects and sales an offer resulted in. If the metrics are not to your liking, don’t be afraid to test different variations; you can always switch back if the old version worked better. It will be worth it when you’ve found the best combination that increases your site’s conversions.
Now get out there and get those leads!
Want to learn more? A great start is to download our e-book, The Essential Guide to Inbound & Internet Marketing, a 60 page guide to essential internet and inbound marketing knowledge.
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