Conversion Stage in Inbound Marketing
Once you've successfully driven traffic to your website, the next step is to separate casual visitors from those who have a genuine interest in your brand and products. To do this, it'snecessary to create more detailed content, such as white papers, e-books, webinars, and landing pages specifically designed to generate sales opportunities.
Potential customers who are interested in this content will be willing to share their contact information to access it. By setting up landing pages for your customers and strong calls to action, you can use these tools to obtain potential customers' names, their basic contact information, and the specific area or topic they're interested in, so you can generate qualified sales opportunities. At a minimum, you'll need their email addresses. Contact information is the most valuable asset for those of us who market online.
Some of the most important tools for converting visitors into sales opportunities include:
Calls to Action
Once you've gotten an audience interested in your brand, it's important to channel that interest into action. That's why every blog post or other piece of content should feature a call to action. Calls to action, or CTAs, are buttons or links that invite your visitors to take certain actions, such as "Download a white paper" or "Attend a webinar". If you don't include enough calls to action, or if they aren't appealing enough, it will be difficult to generate sales opportunities.
Landing Pages
When a website visitor clicks a call to action, they should be redirected to a landing page. That's where the offer made in the call to action is delivered, and where prospects provide information your sales team can use to start a conversation with them. When website visitors fill out forms on landing pages, they generally become sales opportunities.
Forms
For visitors to become sales opportunities, they must fill out a form and provide information about themselves. Optimize your form so this step of the conversion process is as easy as possible and you get the most accurate information, which will lead you to your next sale.
Contacts
Stay informed and follow up on the sales opportunities you convert from a centralized marketing database. Having all your data in one place helps you understand every interaction you have with your contacts (whether by email, a landing page, social media, or other channels) and how to optimize your future interactions to attract, convert, close, and delight your buyers more effectively.
By using these tools, you'll see your database of potential customers grow larger and your revenue keep increasing. By carrying out each of these steps, you'll be closer to having a large number of potential customers who will bring immense benefits to your company.
