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Inbound Marketing Insights

Inbound Methodology Step 2: Convert Visitors into Qualified Leads

Posted by Elyse Flynn Meyer

How familiar are you with the inbound marketing methodology?  Our latest blog series focuses on the 4 steps of the inbound marketing methodology: Attract, Convert, Close & Delight.  If you haven't read our first few blogs yet, click here to get an overview of the inbound methodology.

Convert is when the work really kicks in.  We love the convert stage of the inbound methodology because even though it's a lot of effort, here is where you start to see the rewards of all of your content marketing efforts. You’ve already enticed your strangers to become recurring visitors, so now you need to make them leads by submitting their contact information on your website so they can join your marketing and sales funnel.

Inbound Marketing Methodology Step 2:  Convert

Once you’ve attracted website visitors, the next step is to convert those website visitors into leads by gathering their contact information.  This is one part that a lot of companies miss out on.  Either they don’t have the right content to drive lead generation, or they give away way too much of their premium content without collecting contact details to bring an individual through the funnel. 

Contact information is incredibly valuable to the online marketer. So in order for your visitors to provide their contact details, you need to offer them something in return! Some examples of premium-level content are: eBooks, whitepapers, checklists, webinars, slideshows, videos, and more. Determine what information is relevant to your buyer persona, and start from there.  You just need one piece of content per persona to start, and then you can start to build that out by lifecycle stage.  Don’t try to do too much at once though, since it can become overwhelming, and stall the content development process.

Some of the most important things to consider when converting visitors into qualified leads include:

  • Landing Pages with Forms:  This is the page that gives a teaser of the information that will be given to them in the premium content, but also includes a form that they need to fill out in order to get that premium level content.

  • Calls to Action:  A call to action (CTA), is just a button that is on your website or your blog.  This call to action is telling the visitor what you want them to do next (i.e. Download the Whitepaper, Watch the Video).  When they click on this, it will take them to the landing page with the form.  

  • Effective Email Marketing (no, email is not dead if it's being used effectively):  Once someone fills in their information, you want to send them a quick follow up email. This email will include the information they requested, whether it's a marketing video, ebook, whitepaper, or another form of premium content.  You will also give them a secondary call to action trying to move them through the funnel.  An example is scheduling a demo, requesting an assessment, etc.  

As you can see, the convert stage of the inbound marketing methodology is incredibly important.  Now that you have attracted those individuals to your website, you can now convert them into leads!  This is the most valuable thing for an online marketer because you can now nurture that lead through the buying process.

If you're looking for ways to integrate more inbound efforts into your overall digital marketing strategy, we invite you to schedule a consultation with our team of inbound marketing experts.

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Topics: inbound marketing

Elyse Flynn Meyer

Posted by Elyse Flynn Meyer

Elyse Flynn Meyer is the Owner and Founder of Prism Global Marketing Solutions, an inbound marketing agency and HubSpot Diamond Partner based in Phoenix, Arizona. Elyse is also a HubSpot Accredited Trainer, author, and contributor for Forbes.