Remember the old saying, “You catch more flies with honey than with vinegar?” The same principle applies when you’re using digital marketing to generate and convert leads. You’ll have a better chance of success if you gently lure those leads down the conversion path than if you try to force them. But what is a conversion path, and what does it mean to your business?
The digital marketing conversion path
A conversion path consists of all the steps that people take along the road to becoming customers of your business. While the ultimate conversion is making a purchase, there are also smaller conversions along the way, such as signing up for a webinar, filling out a contact form or downloading a white paper. Essentially, any time a customer follows through your call to action and does what you want them to, they’re converting.
So how can you speed prospects along the conversion path? Here are some tips.
1. Focus on quality of leads, not just quantity. The more specifically you can target your desired leads, the better. Identify the characteristics of your ideal customers so you can craft your digital marketing to attract them. For example, Lead Stream’s digital marketing experts work with you to learn what kinds of customers you want and develop a plan for attracting those leads.
2. Create persuasive calls to action (CTAs). Your CTAs should be tailored to different prospects’ needs, and should focus on the benefit to the prospect. For example, common CTAs for a prospect in the early stages of researching a purchase are “Learn more” or “Compare products.” When the prospect clicks through the CTA, they get more information about the product or service. For a prospect that’s further along in the decision-making process, the CTA might be “Request a demo” or “Get a free quote.”
3. Build focused landing pages. Different CTAs should lead to different landing pages depending on the action the user takes. The landing page is a critical element in the conversion path; in one study, 84 percent of marketers ranked landing pages as very important. However, fewer than half (48 percent) of marketers bother to build a new landing page for every marketing campaign. Landing pages should focus on one action you want the visitor to take so there’s no way for them to get distracted from what you want them to do.
4. Nurture the lead. Your website visitor clicked on the CTA and did what the landing page asked them to do. Now that you’ve got their contact information and permission, continue to nurture them down the conversion path by reaching out with information and offers tailored to their needs. Lead Stream helps by automating the process and providing professional email templates you can use to send prospects special offers, useful content and news about your products and services.
5. Track your leads and monitor your results. Having a a lot of leads is both good news and bad news — good news because you’ve got a lot of leads, but bad news because it’s difficult to keep track of them all. Fortunately, Lead Stream tracks your interactions with each lead so nothing ever falls through the cracks. It also shows you the results of your lead nurturing campaigns so you know exactly how well your marketing efforts are working. (Check out these tips for better lead tracking.)
6. Rinse and repeat. If you want a steady stream of leads that convert, you need to keep fine-tuning your online marketing efforts. The digital marketing experts at Lead Stream can help. They’ll regularly assess the results of your lead generation campaign and use what they learn to continually Improve your online marketing.