Marketers are always trying to improve their ways to attract users online and build a relationship between users and their sales team using multiple way to approach those personas who are on the net but are they really doing great?.
Maybe I should ask you, if you are converting your leads into customers? When I usually get online and start to research about online marketing or effective ways to be become a better marketer, I have found a lot of contents, some of them relative to outbound marketing, other about PPC and off course inbound marketing as well.
But something I have notice on forums and blogs is that not so many users are sure about how those methodologies works, or what kind of process they have to follow in order to get conversion on their websites.
Here is an Inbound Flow that your website should have in order to build a good relationship with your personas.
CTA (Call to Actions)
CTAs are typically kept above the fold or in clear sight on a page so visitors know where to take the next step. CTAs are the key to lead generation but they need to be done right to convert traffic into leads.
Here are some good examples of calls-to-action:
CTA Important Points
- Make them bigger and bolder than most other elements on the page.
- Consider colors of the CTA, whether it is a link, button or image.
- Offer CTAs that provide value, like guides, whitepapers, estimates, etc.
- Make the CTA look clickable.
You want to think about where you will be placing your CTAs. You don’t want to dump CTAs everywhere. That will give people too many options or not the right options at the right time.
- Segment your TOFU and MOFU Service/Product Offers
Place top-of-funnel type offers (whitepapers, downloads) on top-level pages. Add middle-of-funnel offers (request a quote, trial, pricing) as the prospect is digging deeper and learning more about your offering.
- Place CTAs both above and below the fold
Placing CTAs above the fold is important because that area of a page gets the most views. However, there are still other areas of a page to promote your CTAs. Add some at the bottom of pages and within body content as well.
- Some Case Studies including CTAs can work better for your business.
Testing this will ultimately determine what’s best for your website.
- Use thank-you pages after click on CTAs
A thank-you page or message is what is seen right after someone completes a web form. Many times there is plenty of real estate to offer more downloads and CTAs. Once a prospect completes a form, don’t stop there. Offer them additional downloads, however if possible, do so without requiring them to complete another form.
LP (Landing Pages)
Now that you have some awesome CTAs you need to drive those links to landing pages. Landing pages, sometimes called a “Lead Capture Page,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them.
Landing pages consist of:
- A headline and (optional) sub-headline
- A brief description of the offer/CTA
- At least one supporting image
- Supporting elements such as testimonials or security badges (Optional)
- And most importantly, a form to capture information
Landing pages are necessary to implement. Landing pages direct your visitors to one particular offer without the distractions of everything else on your website. Visitors are on a landing page for one and only purpose to complete the lead capture form!
Forms are the key to a landing page. Without them, there is nothing for the visitor to do on that page. Forms come in handy when it’s time for people to sign-up, subscribe to your site or download an offer.
You might be wondering how much or how little information you should require with a form. There is no magic answer when it comes to how many fields your form should contain but the best balance would be to collect only the information you really need.
- Consider the value of the offer.
- Reduce anxiety – People are more resistant to give up their information these days
- Don’t use the word “SUBMIT” on your form buttons! No one wants to submit anything. Instead, try “download whitepaper,” “Get your free eBook,” or “Join our newsletter.”
- If advertising a downloadable offer as your CTA, fulfill the request instantly.
If your form is for a whitepaper download, include a link to download that whitepaper on the very next page (typically called a “thank you” page). Another option is to send an auto-responder email containing a link to the offer but it’s recommended it’s given right away upon form submission so people don’t have to dig in their email for your content.
Speaking of newsletters, you should definitely offer a newsletter subscription on your website. Not all CTAs need to be big offers. Newsletters or mailing lists are the perfect way to collect email addresses so you can nurture prospects over time to become leads. Just make sure it’s easy for people to find your subscription form.
Is it your website leading your personas on the right? or Do you need a Marketing tool as HubSpot to make your life more easy?