You have already managed to generate more traffic to your website. Now how do you turn these visitors into customers? Learn some conversion tactics to strengthen your inbound marketing Strategy.
An inbound marketing business plan with a good strategy for generating web traffic but without conversion is something like a long relationship that did not reach marriage.
That is, we invest time, money, effort (and the best years of our lives) to persuade someone that we are their best option, and in the end, something happens, and we never get to the church.
Ok, it might not be the same, but it’s a fun way to look at it.
In Marketing, we call conversion to the stage in which a user goes from being a visitor and becomes a customer.
Personal data to know your customers in-depth and adjust each gear of your planning until selling occurs almost automatically and without much effort.
But we will see that later; first, let’s explain some tactics to get a person who visits your website to be part of your list of safe and recurring clients.
Sounds good, don’t you think? Let’s start.
inbound marketing: How to Convert Visitors into Buyers?
Getting back to the marriage example, we agree that no one starts a serious relationship after the first date, correct? Well, the same happens for people visiting a website for the first time.
Expecting your visitors to make a purchase, subscribe to your newsletter, and recommend your product or service as soon as they click on the URL is highly unrealistic. Usually, he or she will go through 5 or 6 websites before making a decision and closing a sale; which opens the question:
How should I become their first option?
To explain it, we will talk about the “Conversion Funnel,” a marketing term that describes the steps that each visitor to an Internet page must go through until they meet a specific goal.
There are five primary stages in the “Conversion Funnel.”
The first, called acquisition, consists of advertising your product or service to attract your target audience through marketing strategies such as generating valuable content, SEO optimization, social media presence, etc.
Does it sound familiar to you? Yes! We are talking about web traffic. Do you want to review the lesson? Click here.
This stage is the widest part of the funnel since many people may be interested in your website thanks to a good marketing campaign. Still, only a small percentage will become a lead, a visitor who will leave their contact information through a form and become a potential customer.
For example, your ads on social networks may be attractive to people of a certain age, but your product is focused on another target. What will happen is that these visitors will come to your website but will not give up their information and will probably not come back to you.
This process is called user losses percentage. Far from being a negative aspect of your inbound marketing strategy, it will help you identify if your business plan needs improvement. Analyze, restructure and move forward.
The second stage is called activation, which involves building and establishing trust with your audience. Maybe a visitor left your site the first time but decided to follow you on social media and get to know you a little more. Now is the perfect time to hook them up with content that meets their specific needs and interests.
Bonus tip: do it too! Knowing your potential customers will help you move to the third stage: retention:
Once you manage to generate this brand-client trust, it is time to cast the hook and catch your (almost) clients. Remind them that they (really) need to buy that beautiful rustic armchair or sports clothing that is still waiting in their cart.
We have already emphasized that your content’s quality is essential to attract the attention of your visitors and that your page must have the appropriate infrastructure to promote intuitive, friendly, and straightforward navigation but.
What other tactics can I implement to retain my customers?
Here are some of the most effective customer retention strategies. Take note:
1. CTA (CALL TO ACTION)
The “calls to action” or CTAs, are links or buttons that precisely seek to obtain something from your visitors like a subscription.
Make sure to convey the value of your offer in a clear, honest, and brief way. A good tactic is to design your CTA buttons based on two questions: What and How. That is, what do I offer my visitors, and how can they get it? Using action verbs like download, get, enjoy, buy, etc., can also spark your visitors’ interest even
● “Enjoy a 15% discount on your first purchase.”
● “Get 2×1 with the code: HAPPYVALENTINES.”
● “Download for free by clicking here.”
And of course, you should not forget the visual part either. Use vibrant colors that attract attention and stand out on your website or FanPage. In a few words, Make them visible.
The typography must be legible, and it never hurts to use dynamic elements that arouse emotions in your visitors, such as exclamation marks, offer, or promotion symbols
Although the most traditional way of doing it is as an image, you can also make CTA buttons in short video format (gif) or banners and include them in your email marketing campaigns or through paid advertising on other websites.
2. Landing Pages
A “landing page” is a specific page a visitor arrives at on your website after clicking an ad or a CTA button. Its only purpose is to offer a resource from your business in exchange for personal information
Make sure your landing pages have a compelling headline with an effective copy and engaging media resources. They must be easy to read or navigate to not lose a potential client due to site errors or confusing information.
Nobody wants that.
A good landing page should be descriptive, detailing the offer, coupon, or gift conditions. Like the CTA, the visual presentation must be attractive and reinforced with images or videos that convince your visitors to make their purchase, for example, a video of the activities you can do after scheduling a vacation in the Caribbean.
The look, feel, and overall structure of your design will significantly impact your landing page’s effectiveness and how well it drives conversions.
Lastly, be sure to include a form that collects the client’s information. Whether you make the sale or not, this will help you implement a Lead Nurturing campaign, a series of automated emails that will trigger based on a person’s behaviors.
By launching a lead nurturing campaign sequence, you can guide those potential clients through the buyer’s journey while earning their trust and ensuring you reach them at the right time. But we will talk in more detail about this in the next blog.
The last stage of the conversion funnel is when we finally get to SALE.
If there is a stage in which errors are not allowed, this is it, and the shopping experience you offer to your visitors will determine if they are one time shoppers or recurring customers. Your sales landing page must contain clear information and have all cybersecurity measures as payments are made online.
Try not to ask for too much information. The easier it is for your client, the better. And if you want to provide an extra customer service detail, you can send a “thank you for your purchase image” along with your confirmation email.
As you may have already noticed, the name “funnel” describes very well all the inbound marketing conversion strategy processes. That is, it goes from more to less, which allows you to identify more clearly where you should adjust gears and redouble your efforts so that your digital business plan bears fruit.
If visitors leave your site on a landing page to subscribe to your newsletter, the form may be difficult to fill out, or there may be errors in this section.
On the other hand, if you have not been able to go beyond the first stage (acquisition), perhaps your Buyer Persona is poorly defined. Although your campaigns may seem attractive, you are losing potential customers because they are not interested in the products you offer.
The Conversion Funnel also allows you to know your potential customers in a non-intrusive way by providing valuable content that makes them more aware of your brand.
But more important than all this, understanding the conversion funnel and learning how to use it will be your golden ticket to begin the third stage of an inbound marketing strategy: AUTOMATION.
The Marketing Automation will help you guide visitors who have clearly shown interest in your site on their way to making a sale.
Would you like to design personalized sales strategies, turn your customers into brand ambassadors, get positive reviews, and drive your company’s growth with well-focused efforts and properly implemented resources without unnecessary expenses?
Of course! Learn how to do it in the next blog about inbound marketing stages and do not stay with the 10-year relationship that did not reach the altar.
And they lived (as pleased customers) happily ever after.
See you soon.