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Inbound Marketing – Convert


In our last post, we shared the details regarding the first action in the Inbound Methodology, Attract. Once you’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses.

This may sound obvious, but contact information is the most valuable currency there is to the online marketer. So in order for your visitors to offer up that currency willingly, you need to offer them something in return. “Payment” comes in the form of content, like eBooks, whitepapers, or tip sheets – whatever information would be interesting and valuable to each of your personas that helps them answere their questions or interests.

Some of the most important tools in converting visitors to leads include:

In order for visitors to become leads, they must fill out a form and submit their information. Optimize your form to make this step of the conversion process as easy as possible.

Calls-to-action are buttons or links that encourage your visitors to take action, like “Download a Whitepaper” or “Attend a Webinar.” If you don’t have enough calls-to-action or your calls-to-action aren’t enticing enough, you won’t generate leads.

Landing Pages.
When a website visitor clicks on a call-to-action, they should then be sent to a landing page. A landing page is where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them. When a website visitor fills out a form on a landing page for the first time, that visitor becomes a contact.

Keep track of the leads you’re converting in a database. Having all your data in one place helps you make sense out of every interaction you’ve had with your contacts – be it through email, a landing page, social media, or otherwise – and how to optimize your future interactions to more effectively attract, convert, close, and delight your buyer personas.

In our next blog post, learn more about the Close phase and its role in the Inbound Process. If your would like to know more before our next post, feel free to let us know.