Welcome back to our ongoing series covering the different aspects of Inbound Marketing. This series will cover the four stages of the Inbound Marketing Methodology, which are:
We hope you enjoyed our previous post on the Attract stage of Inbound Marketing. Moving on, in this post we are going to cover the Convert stage. There are three main components: Calls to Action (CTA’s), Landing Pages, and Forms. The goal here is to convert visitors into leads. They will have questions that need answers. Problems that need solutions. Your job is to provide those things for them. \
CTA’s are a vital part of the Convert stage in the Inbound Marketing strategy. When providing content, you want to offer value to your potential leads. The more you provide something valuable to visitors, the more success and “pull” you will have in converting them to leads. Visitors can’t consume your content if it isn’t accessible or they don’t know it exists. CTA’s encourage them to take a specific action relating to a campaign you’re pushing or series you are highlighting.
You must also remember to tastefully place your CTA’s in your content. For example, if you have a blog post that is relating to a specific campaign, you should set yourself up to present a valuable asset you’ve created relating to that campaign. Don’t be too pushy or try to shove a piece of content down your visitors throat. Help them identify their need and then present the perfect solution.
What follows a CTA? Great question. When your visitor engages your CTA, probably through a click, they will be brought to a specific Landing Page. This page will describe your offer. It should include aspects such as pictures, a more in depth description, and a clear addressing of the problem or question. Make it clear how to visitor will benefit.
Your visitor has engaged you CTA and is now on your landing page. They are seeing how wonderfully it has been crafted. The pictures are taking their breath away. Now you hit them with a form. Your content is so valuable to the visitor and they are more than willing to give up some information in exchange.
This is it. This is where the transaction takes place. Your dreams have come true and your precious visitor has taken action and is on your Landing Page. Yeah, baby. Each specific form you present will be similar. Some may be clones of previous forms. You will decide what information you want from the visitor. Typically this includes things like name, email, location, industry, etc.
So, what do you want exactly? Each campaign will have its own set of goals and different forms will accomplish those goals. If you gearing up for a big email campaign to follow, that will be your aim. Perhaps you’re aiming at a certain industry. You’ll be able to identify any visitors that took action from that sector. Now that you know the main components, what other aspects are there to the Convert phase of the inbound marketing methodology?
Following the successful conversion, you will need to thank your fresh lead. Showing gratitude is important. You appreciate their time and consumption of your content. In the end if nobody is there to consume what you are making, it is useless. Crafting a simple thank you can go a long way with your leads. Let them know you really do care.
This “thank you” can be its own separate process or it can be a part of your greater follow up strategy. You have a lead that has taken a desired action. They are already interested in at least one thing you are offering and forming a solid follow up can be a game changer. Another vital part of your follow up strategy will involve qualifying your new lead.
Start by considering the piece of content your lead has procured. What stage of the buyers journey is that content most applicable to? Depending on the answer, your lead could still be a "Marketing Qualified Lead", or MQL. They need further content and are open to your marketing. That's okay. You can convert a lead into a lifelong advocate by continuing to produce valuable content that they can use.
Or maybe they are a "Sales Qualified Lead", also know as SQL. This is what you want as a marketer. Your main goal is to hand-off leads to the sales team, but not just any leads. You want these folks to be ready to buy. The sales team will appreciate the help and your entire company will benefit from the unified goal.
Before you get to this stage, you will have had to form buyer personas and thoroughly planned your Attract strategy. You are probably in the midst of a campaign with a specific goal. All of that is nested inside your high-level content strategy. Don’t skimp on any of these pre-planning aspects or your visitors may never reach the Convert stage.
Content marketing creates 3x as many leads as traditional marketing but costs 62% less. There are several goals to using the Inbound strategy. Once you start to implement it, your marketing efforts will begin to run like clockwork. You will know exactly how to craft content for these different stages. Your campaigns will gain traction, be more effective, and leads will seem to generate themselves.
Thanks for reading! Stay tuned for the next part in our Inbound Series.