Converting Site Visitors Into Qualified Leads
Generating website traffic is just the beginning phase of the lead generation process online. Feel free to view our webinar recording on Attracting Site Traffic with Inbound Marketing to learn more. Once you generate site traffic, the next phase is to convert site visitors into qualified leads for your sales teams.
This phase of the inbound marketing methodology consists of the following tactics:
- Creating Call to Actions site visitors love
- Designing Landing Pages to define the offer's benefits
- Creating Online Forms to convert the visitor into a lead
- Directing all conversions to a Thank You Page to deliver the offer
- Segmenting Contacts to set up the lead to customer conversion process
- Email Address
- Company URL
You can then use method called progressive profiling which uses incremental data through time to better understand the lead. Smart forms is one way you can deploy progressive profiling. This means that the visitor will see a different set of questions the next time they visit one of your landing pages. This allows you to ask more detailed questions.
- What is your biggest challenge?
- Job Role?
These questions enables you to immediately qualify a lead and group them into persona segments. It also allows you to learn more about the lead's situation, needs, desires, concerns, etc. This is great information that will enable your sales teams to understand the prospect and help close business.
Directing all conversions to a Thank You Page to deliver the offer
After filing out the online form, leads are directed to a page to thank them for their interest and provide information to download or receive the offer.
The goals of a thank you page is to:
- Follow up with the new lead
- Deliver the content offer
- Set expectations
- Provide additional direction and related resources
- Pages and blog posts visited
- Landing page form data
- Email history
- Download history
- Life cycle stage
- Company size
Segmenting lead lists would help with personalized messages and set up for the future marketing efforts for the closing process. Impersonal email blasts usually get a high rate of opt outs and low open rates. You can avoid this by providing leads with marketing information they need and love based off of the information they provided you from your website.