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By implementing inbound marketing, we guide our visitors through the customer journey in a personal way. Ideally, the aim is to convert every relevant visitor into a lead. To give visitors a gentle nudge towards becoming a lead, we setup conversion paths to increase the rate of lead conversion.
CONVERTING A VISITOR INTO A QUALITATIVE LEAD
A conversion happens when the target audience shows an active commercial interest. This could be visiting a website for the first time, reading a blog or signing up for the newsletter. These little conversions help us determine in which lifecycle stage a visitor finds themselves. Generated insights help us determine what actions to take to stimulate further conversion.
IMPLEMENTATION OF CONVERSION PATHS
By implementing personalized and relevant conversion paths, we stimulate visitors to make decisions that we find commercially interesting. When talking about conversion paths, we focus on creating leads from relevant visitors. How? By offering “gated content” such as whitepapers, we encourage visitors to leave behind contact details and other valuable information in exchange for enriched content.
HOW DOES IT WORK?
Don’t be intimidated. Everything that needs to be implemented can be boiled down into a few simple steps:
1. Attract your audience by sharing valuable information via a blog or social media.
2. Use a clear and attractive call-to-action.
3. Direct them to a landing page where you offer relevant content to help visitors define or solve a problem.
4. Trigger them to fill in their details in exchange for gated content, a whitepaper for example.
5. After unlocking the content, redirect them to a thank you page where they can retrieve the content and navigate to other interesting pieces of content.
That's all there is to it. It is a small conversion but an essential step in the process of nurturing the visitor from a cold to a warm lead. The personal details they leave behind, combined with an opt-in for marketing efforts gives you an insight into the interests of this new warm lead. This contributes towards the creation of an automated workflow that further nurtures the lead and prepares them for a sale
WANT TO KNOW MORE ABOUT CREATING CONVERSION PATHS?
Are you interested in how you as an organization or brand can use conversion paths to increase your incoming leads? We would love to show you how it works. Get in touch with us for more information or plan a demo with one of our specialists.