We hope you found our post from last week helpful. If you did, it should be clear by now that if you do not have a good Inbound Marketing plan and website you are seriously falling behind your competitors. Remember the objective of Inbound Marketing is not to interrupt people from what they’re interested in, but rather to become what they’re interested in.
Last week we told you that there were 6 strategies that successful businesses use online to convert leads into clients:
- Nurture your website visitors with valuable information that will increase their trust to buy from you
- Capture your website visitors’ details so you can continue this education process and keep them engaged
- Tell your visitors of those plain-English benefits that will make them want to engage with you and your services
- Include trust-building testimonials from past and current clients
- Make your website mobile friendly so as not to scare away all those visitors who mainly browse on their mobiles.
- Nudge visitors into becoming clients using a call to action
We also covered Strategy 1 in some detail. Today we are going to talk about Strategy 2, the essential step of capturing your readers’ details.
The question we are going to answer today is what to do once you have attracted visitors to your website. In short, how do you convert your readers into leads and eventually into clients for life?
Here are 7 steps that will tell you how:
Step 1. Decide who your target market is
Your efforts are likely to be for one of these three targets:
- Existing customers: You might want to reengage inactive customers through exposure to new content that may turn them into real customers again
- Leads in your email or CRM lists: You now want to nurture these leads; slowly building a rapport that will eventually lead to a special offer to become customers.
- Prospects: New prospective clients attracted through the use of content marketing.
Step 2. Give away something valuable and appropriate in exchange for personal data
Having established your target audience, you need to figure out what to offer them in order to get their important personal or business data and make it relevant to your target’s needs.
Here are some of the digital content you can create and give to your readers:
- An e-course or other useful content delivered over a period of time
- E-books – comprehensive guides that cover aspects of your business and other topics that readers are interested in
- A newsletter with helpful tips related to your area of expertise
- Webinars – live sessions, with yourself or special guest presenters
- Articles you have published in other media
Step 3. Define the information you need on your lead capture form
If you want to generate some leads then people need to give you some information in exchange for that useful information from the previous step.
This is why you need a lead capture form. It is important that your lead capture forms are short, clear and do not involve so much effort that you make your readers turn away.
A tip is to scale how much information you ask from prospects, leads and customers, remembering that an e-mail address is usually all you need from a prospect to get the process started.
Step 4. Make sure that your lead capture page is trustworthy
Here are some of the trust elements you should include in your page:
- Anti-spam statement: a statement next to the email field promising that you will never ever spam them.
- Testimonials: they show that others have enjoyed your content enough to make the effort of writing about it. Never ever use fake testimonials – you can spot them a mile away!
- Customer logos: If you have an impressive client list, show off by making sure everyone notices them on your page
- Media mentions: If you have been mentioned in BRW magazine, on Channel 9 or Sky News, make sure to boast about it.
Step 5. Your headline should be punchy and your introductory paragraph should be short and convincing
Most people will spend about 5 seconds after arriving on a website, so you have very little time to convince them to stay.
You need an awesome headline and a short intro paragraph that explains to your readers what they are going to receive and why they should be interested, followed by a few bullet points (for easy scanning) explaining how they are going to benefit from filling out the lead capture form.
Step 6. Make your Call to Action (CTA) persuasive and actionable
A CTA is a banner, button, or some type of graphic prompting a visitor to click it and continue down your marketing funnel. It is an essential part of your inbound marketing strategy and it needs to convince visitors to click on it and download the material you are offering them.
Your CTA should tell readers exactly what will happen when they click on it. It should also have a sense of urgency and be persuasive, including simple words such as TRY IT, GET IT, DOWNLOAD NOW, etc. It should never just say “SUBMIT” as visitors are very unlikely to press a button when they don’t know what is waiting for them on the other side!
Step 7. Think about what you want people to do after they convert
Once you have someone’s attention and they have clicked on your CTA, you have a magic moment when you know that they like you. This is when you want to keep them connected to you and your business. You can do this by having a confirmation or thank you page after they submit their lead capture form that tells them how to access whatever you have offered them and invites them to follow you on Twitter, Facebook, etc. or share your page.
So here we just covered the 7 main steps you need to take to capture leads and start them down your marketing funnel.
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Next week: benefits you offer your customers and that differentiate you from your competitors.