Why an Inbound Marketing Strategy Will Work When Others Don?t
-The first step to online conversions in your?Inbound Marketing Strategy?is attracting the right Visitors.? Common sense says if the person you are in a conversation with is interested in what you?re talking about, they?re more likely to want to hear more about it.
They?re more likely to be willing to give a little to get a little. Seems fair.
Inbound Marketing Strategy
Types of Conversions
Conversions need to be measurable.? With the right tracking tools in place on your website, Measurable Conversion can be something as simple as:
- ?Using a measurement tool such as website grader, rate calculator or other offer
- Clicking a ?Learn More? button
- Watching a video
- Taking a short online survey
The right level of visitor may be ready to provide an email address to sign up for:
- ? ? ? ? ?A downloadable e-book
- ? ? ? ? ?Your monthly email report/newsletter
- ? ? ? ? ?A one-time specific e-article
- ? ? ? ? ?An email blog-link subscription
- ? ? ? ? ?A free webinar
With the correct Inbound Marketing Strategy in place, these contacts are then nurtured to successive levels of conversion and then to the ultimate conversion: Creating a Customer.
A good Inbound Marketing Strategy will:
- ? ? ? ? ?Attract Qualified Visitors
- ? ? ? ? ?Convert those Visitors into Quality Leads
- ? ? ? ? ?Convert those Leads into Valued Customers.?
Inbound Marketing Strategy – Qualified Attraction
An Inbound Marketing Strategy isn?t just one straight-line strategy.? Its effectiveness is leveraged exponentially from a specifically aligned series of related strategies that all combine to create multiple conversions. The first of these strategies is Qualified Attraction.
Which is better, several thousand website visits resulting in a few undocumented phone calls or 753 website visits resulting in 37 new qualified leads, 11 new prospects and 5 new customers? ?This is Qualified Attraction.
Your ?Attraction Strategy? using Search Engine Marketing (SEM) and Search Engine Optimization (SEO) with a well-executed Keyword Analysis to garner organic search visitors should be augmented by:
- ? ? ? ? ?Pay-Per-Click (PPC) advertising
- ? ? ? ? ?An interactive Social Media Plan (Facebook, Twitter, Google+, etc.)
- ? ? ? ? ?Regular blogging (2 to 3 times per week)
- ? ? ? ? ?An email outreach strategy supported by a well-managed contacts database. ?
These all combine to attract Qualified Visitors. These are people who come to your site because they are interested in what you may have to offer that will solve their problems. It makes no difference which level in the sales process funnel they entered your website. They’re qualified.
Inbound Marketing Strategy – Quality Content
Once Visitors come, your Content needs to confirm they are in the right place. ?Good Content is compelling, relevant and engaging.? The UX (User Experience) becomes ?friction-less? ?when website Visitors are navigating their own path, at their chosen speed. And, why not? This is America!
The ability for Visitors to take the next steps towards Conversion needs to be easy. Nothing should ?impede the way or interrupt the flow.? A well designed CTA (Call to Action) that relates to their level of interest needs and placed at the top of the page, provides “road signs.” This eases ?the Conversions process.
Inbound Marketing Strategy – Conversion Architecture
This is where the synergy between strategies is so important.? Not all visitors should be sent to the Home Page.
Design your site with sub-pages that are specifically informational and topical. ?Lastly, your Inbound Marketing Strategy should include strategically designed Landing Pages that focus the Visitor?s options in the limited directions. Directions that are good for them ?down the path of Conversion.
Not sure about how to set up the?Inbound Marketing Strategy?systems we?re discussing here?? You probably need an Inbound Marketing Consultant.? The first step in improving your online conversions is to figure out where you are now.? The best way to do that is with an Inbound Marketing Website Assessment.
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