Converting individuals into clients remains the primary goal of
any inbound marketer. Though these
marketers utilize various marketing resources across all social media platforms
most would agree that it all comes down to four words.
Entice…….Capture…….Convert…...Retain
The Outstanding Landing
A captivating Landing Page can substantially influence visitors. Titles
and copy should be dynamic, vibrant, succinct but informative. Distinctly
identify all the advantages of doing business with your company. The best
advice I could share is the philosophy I practice as a public speaker…..you’ve
got a very small window of time in which to grab them and make them want to
know more. Don’t waste it!
Calling Your Faction to Action
If asked to identify the quintessential component of any inbound
marketing campaign, it would be the Call to Action (CTA). CTAs are the lifeblood of
every promotion. They resurface
over and over again, from blogs to websites; from e-mails to a power point
presentations. When preparing a CTA,
I recommend treating the assignment as though you were purchasing an elite
automobile. You’d perform your due
diligence. After your research,
you’d begin checking-out your top choices. You wouldn’t look at just one. You’d examine several, studying each one closely ~ exterior,
interior, under the hood. You’d try-out
all the bells and whistles, look at the colors and take each out for a test
drive. Only then could you or
should you make an informed choice. The test drive will prove to be the most
important component in selecting your CTA Action. Once every detail is meticulously reviewed and approved, you
can finalize your Call to Action
Blogs vs Blahs:
If content is king, then the blog is its castle. Words are powerful and if used wisely
they are capable of accomplishing anything. A well written blog should do three
things: enlighten, entertain and inspire.
Know your target audience.
Understand their pain and/or frustration, and use your blog as a healing
salve. Educate them on how and why
your services can assist or protect them.
Write content that is compelling yet clever. You can be detailed but don’t be boring. Compose each sentence as an invitation
to read the next. Use words that
will reach your reader on a personal level, as though you are engaging in a
private and personal conversation.
A well-constructed blog is like casting a huge net. How many fish will you catch?
E-mails: Beneficial or Bothersome
The jury are out when it comes to e-mails. The latest data indicates an average
click through rate of about 20%.
Similar studies claim that each year e-mail lists lose about 25% of
their followers. Let’s face it, everyone
is inundated with e-mails. Often, messages that important can be erroneously classified
as spam and vice versa. No matter how you look at it, a flooded in-box is a
turn-off. That’s why it remains
imperative for marketers to create a tempting subject line. Once opened, the viewer should find
crisp, concise, informative copy that will instantly facilitate further interest.
Weaving a Wondrous Web
Your website is part
autobiography and part passageway.
Here is the place where the consumer will board your ship. Like a
captain, you should chart a course that will easily transport each visitor from
port to port, ensuring that every stop is a positive experience and that the
trip as a whole is memorable. Your
goal should be to capture their loyalty and ensure their return
Remember Your Manners
Clients want to know that
they matter. Your client data-base
should include reminders pertaining to thank-you notes, occasional nurturing
notes and a yearly How Are We Doing? Survey. Research has shown that these seemingly
small personal touches matter to even the largest businesses. In addition, a more intimate
interaction with clients will substantially contributes to retention
Advertise through Advocates
Once you have successfully
converted a consumer into a client, there’s a good chance that client will
recommend your services to others. Word-of-Mouth can prove the most powerful
marketing tool of all
These few tips serve as the substructure of a successful
Conversion Rate Formula:
Entice…….Capture…….Convert…...Retain. Learn them, practice them then go forward and CONVERT!
Edward DuCoin 856 304 2800
