Inbound Marketing Conversion Path Definition, Types, Importance, and Working

1. Inbound Marketing Conversion Path: Definition, Types, Importance, and Working

2. Foradigitalmarketer,thebigpartofthejobistoconvertvisitorsinto salesleads.Butasaninboundmarketer,yourjobisnotjustlimitedto bringinginleadsthroughconversions.Offeringexcellentcontentfor whichthesitevisitorswilltradetheirpersonalinformationisanother important part of the job. It is the content that attracts and turns potentialleadsintocustomers. Howeversimpleitmayseem;conversionsaredifficultandareabig deal.Youdonotgetleadsovernightorinadayortwo.Ittakestimeand aproperstrategyisneeded.

3. ElementsofConversionPath Theconversionpathistheprocessthroughwhichtheleadsaregenerated.Tobe abletocarryouttheconversionprocess,businessesrequirefewmajorelements, likethelandingpage,thank-youpage,call-to-action,andaremarkableoffer. However, having all of these is not enough. Each of the elements must be designed,written,andexecutedprofessionally.Untilandunlessthelandingpage isdesignedperfectly,yourbusinessmayhaveahardtimegettingleads.To generate a pipeline of leads, you must learn what it takes to create a perfect landingpage.(Linkoftheblog–Aguidetocreatingaperfectlandingpage)

4. TypesofConversionPath Theaboveconversionpathsarenotjusttheonlypathsthroughwhich leads can be generated. Some people may get swayed by the ads, whereassomemaycomealongthroughanemailoranewsletter.Some mayevensearchforthebrandorganically. Youcanidentifythebuyer’sbehavioronlinethroughGoogleAnalytics, and decide on taking different conversion paths for different customers.Herearesomeofthewaysthroughwhichinbounddigital marketers can get conversions – Paid search, organic search, Direct, Emails,Referrals,andsocialnetwork.

5. ImportanceofConversionPaths Conversionpathsplayanimportantroleinmarketing.Tosayitsimply, brandsandbusinessescannotexistwithoutcustomers.So,nobrand wouldeverleaveanopportunitytobringinleads.Theywilltryevery possiblemethodtoconvertthewebsitevisitorsintotheircustomers. Howisitdone?Theonlywayisthroughconversionpaths. Conversion paths generate leads and the process, on the whole, is calledleadgeneration.Thisiscarriedoutthroughtheleadgeneration funnel.Tounderstandhowtocreateyourfirstfunnel,youmaywantto readtheblog.Howtobuildyourfirstleadgenerationfunnel? Conversionpathshelpbusinessesinseveralways; Increasebrandawareness. Bringsintraffic Generatespipelineofleads Yougettoknowyourcurrentandpotentialcustomers

6. StepstoBuildResult-OrientedConversionPath Havingagoodconversionpathisimportant.Upuntilnow,youmightbeclearaboutone thingthattomaketheconversionpathasmoothprocess,youneedastrong,clearCTA,a well-designedlandingpage,andathankyoupage. Thetruthistherearealotofconversionpathsoutthere.Therearemultiplelandingpages butareallabletobringinresults?Theanswerisno.Thishappenswhenbusinessesare unawareoftherightstrategy. HereIwilltakeyouthroughthefouritemsyoumayneedforyourinboundtoolkitto createaneffectiveconversionpath.

7. FocusOntheContextoftheContent Contentistheking!Itactsasfuelandempowerstheconversionprocess throughinboundstrategies.Withoutcontent,itwillgetdifficultforyouto convertthewebsitevisitorsintoleads. Irrespectiveoftheleadgenerationstrategy,contentisusedineverystep. Youseethewebsitepages;thosearefilledwithcontent.Whatgoesinto youremailsiscontent.Theblogs,emails,ads,webinars,areallthevehicles throughwhichthemessageissentacross.Themessageisthecontent!So, tomakeitsimpleandclear,thecontentispivotalaroundwhichthewhole conceptofdigitalmarketingrevolves.

8. LettheLandingPagesDotheTalking Afteryouhaveunderstoodtheimportanceofcontentanddevelopeda remarkable content offer, the next step is to use that content to generateleads.Wheretoplacethatoffernow?Theanswerisonthe landingpages.Yes,herethelandingpagesjumpin. Thelandingpagesarethespecialpagesdesignedwiththesolepurpose of collecting the information of visitors in exchange for something of valuetothem.Forinstance,areport,aguide,newsletter,whitepaper,e- book, and so on. The landing pages contain the forms that are to be submitted by the visitor to avail of the benefits of the offer. To understandtheprocessindetail,youcanjumpontotheblogpost,how dolandingpagesgenerateleads.(Linkoftheblog) The great landing pages are those which focus both on the buyer’s personaaswellasthebuyingstagetheyareon.Here’stheblogwhich will guide you on designing high-converting landing pages How to designhigh-convertinglandingpages

9. Strong,Quick,Call-To-Action At this point, you will have a landing page ready. The content is done, the page is well- designed.Nowwhat?Howwillyourvisitorsactuponiftheyliketheoffer?Now,hereCTA comesintotheaction.IfyourCTAisnotabletograbtheattention,youarelikelytoloseyour potentialcustomer.TheCTAmustbesoeffectivethatthevisitoriscompelledtoactuponit immediately. The best part of the Call-to-action button is that you can embed them throughout your website.WhenthevisitorclicksontheCall-To-Action,theywillautomaticallybetakentothe landingpage.So,wecansayeveryCTAisthebeginningoftheconversionpath.Considering theimportanceoftheCall-To-Action,itisvitaltoensureitsalignmentandeffectiveness.

10. ThankYourVisitor Createathank-youpage.IfCTAisthebeginningoftheconversionpath,thethank-youpageis theend.So,ifitmarkstheend,itshouldbesweetandmemorableforthevisitor.Thank-you pagesarethespecializedwebsitepagesfromwhichyourpresentleadsareabletodownload theofferyoupromised.Thesepagesareanopportunitytomovepeoplefurtheraheadinthe buyer’s journey. To do so, you can include things like additional calls-to-action buttons and offersthatcomplementtheofferyouhaveprovidedyourlead.

11. Don’tsofConversionPath Manybusinessesarenotabletoreachtheirgoalbecausetheirconversionpathisoften ambiguous.HerearesomeofthethingsIwilldiscusstobringinmoreclarity.Havealookat thedon’tsoftheconversionpath.

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