Now that you've tackled the first step of inbound marketing, attracting the right visitors to your website, what's next? How do you keep those visitors to stay interested after reading your blogs and visiting other pages with the appropriate, relevant content you've produced?
Converting these visitors into qualified leads is the second action to take in your inbound marketing strategy, and you'll do this mainly by gathering their contact info.
Seldom do people give up their information with no incentive, however, so you'll need to offer something in exchange for a visitor's information. Typically the incentive comes in the form of content, like ebooks or cheat sheets.
So where do these transactions take place? Some of the most important tools in converting visitors into leads are:
These are buttons, links, or other clickable icons that encourage your visitors to take some sort of actions, such as downloading a cheat sheet or attending one of your webinars. This is how most contact information is gathered, but again, there needs to be strong incentive for your visitor to give up that information. Make sure calls-to-action do a good job of enticing your visitors.
Once a visitor clicks on a call to action, they should be directed somewhere new, once the transaction is carried out. This is called a landing page.
Landing pages house forms, which are what the visitor fills out with their contact information. A visitor becomes a lead once this happens, so make your forms as clear and user-friendly as possible.
Be sure to keep track of the information you collect through these tools, these are the visitors that you've converted into leads! Anyone submitting their contact information does so because they see value in what you're offering in exchange. Stay tuned, next week we'll discuss how to close these leads into customers!