Enterprise Conversion Strategy: Content Must Engage or Visitors Leave Forever
-Marketing executives realize that industry standards are changing.? Traditional thin content and advertising strategies aren?t effective with changing buyer behaviors.? Websites have less than 30 seconds to engage Visitors attention.? If content doesn?t resolve that problem, Visitors are gone forever. Today?s buyers look for trust, relationships, and quality customer experience.? Compelling Inbound Content Strategy and a persuasive Call-To-Action are vital to improving Conversion rates.? There is a definite science to Enterprise Inbound Marketing.? Visitors find a website relevant to their search and scan the page for pertinent information. From there, a Conversion Strategy must include nurturing the visitor into becoming a qualified Lead, and converting that Lead into a customer.
After your website has proven successful in attracting Customers, there should be a natural progression leading to purchase.? A nurturing website takes the customer on a pre-planned, expertly maintained path through the website, following a course from the landing page to a purchase.? Sites that nurture Visitors do so by:
Improving content development strategy is the number one goal for Enterprise Inbound Marketing.? A Content Strategy that nurtures Visitors provides value and is helpful to Customers. Nurturing websites peak interest, provide information, and lead Visitors down a path that offers them solutions.
Brands are now publishers and if they expect to generate higher yield per visitor and per customer, marketers need to publish content that answers the question, ?How am I providing real value??? Marketing budgets are no longer directed toward email list rentals and advertisements; they are directed toward creating valuable content for Visitors, blogs, eBooks, and whitepapers.
Website Conversion Architecture
Successful enterprise inbound marketing requires a strategy aimed at improving Conversion rates. ?Website Conversion Architecture provides the blueprint for attracting and nurturing Leads and inspiring them to be converted into Customers.? There are several reasons why websites are not successful at Conversions.
- ? ? ? ? The Website is Broken-Down
- ? ? ? ? No Conversion Plan
- ? ? ? ? Bad Content
- ? ? ? ? Bad Calls-to-Action
- ? ? ? ? Bad Website & Landing Page Construction
Website Conversion Architecture focuses on the visitor rather than information.? Conversion Architecture includes Content Strategy and a Call-To-Action (CTA) map that steers Customers to make a purchase.? Best Practices for Website Conversion Architecture include presenting content that:
Websites need to have features in place that prompt Visitors to take actions bringing them closer to becoming Customers. Conversion Architecture takes into consideration business goals and types of Customers, and then implements designs that help take the target market from visitor status to customer.
Most Visitors will not immediately pull out their wallets and make a purchase. ?A systematic Enterprise Inbound Marketing Strategy distinguishes your business from the competition by using a CTA Map designed to foresee the visitor?s needs and offer solutions in the relevant content.? If well-orchestrated, the CTA Map guides the reader?s response to making a purchase.
Conversion strategies need to address changing buyer behaviors. A compelling Enterprise Inbound Marketing Strategy is absolutely critical in 2013 for attracting, nurturing, and converting website Visitors into Customers.? Enterprise Inbound Marketing Consultants have the skills to help marketers boost their Conversion rates by providing content consulting services, advanced website Conversion Architecture, and responsive CTA mapping.
For more information on how enterprise-level companies can improve their website, download our ebook:
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, call-to-action mapping and traditional media placement. Our experience in?B2B digital?marketing?and traditional media allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.