Internet marketing boiled down looks like this...
- Lead Generation
- Lead Tracking
- Lead Nurturing
- Lead Conversion
In my last blog post I discussed the process and methodology of managing the middle of the funnel and converting tier one traffic into leads. I talked about how this component of the overall process (listed above) may be the most important of all. In a recent tweet posted on Twitter, Facebook & LinkedIn, I stated that I would rather have less traffic with a high conversion ratio than mountains of traffic with a weak conversion ratio. I'm sure you can see why I would say this. If the end game is new customers, than the conversion process has to be high on the priority list. But how? What must we do to convert the traffic we have created into leads, then into customers.
In my last post, I spoke about this concept and tried to share what needs to be considered. After all, you need to have an understanding of the big picture before you are able to drill down and work the details.
The guts of any conversion strategy will be well constructed landing pages. Technically, a landing page is any web page or blog page that includes a conversion form. You may get a different definition from other inbound marketing or Internet marketing professionals but this explanation may make it easy for you to conceptualize.
A landing page is the page destination where you want to lead your traffic. As part of your Internet marketing strategy, you must:
Step number 3 happens on a well designed landing page that includes compelling content and a CTA or call to action. If you have optimized and promoted your content well, you, will have filtered much of you top line traffic into your landing page. This is where your conversion opportunities lay.
If you are a shoe seller, your goal at the promotion phase (Twitter, YouTube, Facebook, etc...) was to promote or highlight a specific brand, style, discount or event. If you have done this with focus, you will have filtered some of your main shoe store (home page) traffic directly to the landing page that outlines your offer, discount or event. You now have the strongest opportunity to convert this targeted traffic into a lead.
Create this landing page to discuss the features and benefits of this particular offer and no other. This prospect "landed" on this page because they were research or shopping for something very specific and you successfully got their attention. Now you must use this page to present an offer compelling enough for them to take some action.
Your goal may be simply to collect email addresses from semi-interested parties for future and ongoing promotions (lead nurturing). Or, you may be in a position to make a sale. In the shoe store case, this is entirely reasonable. If your technology is in place, there is no reason not to make a sale directly from a well constructed landing page.
In summary: You need to have an accurate view of your entire inbound marketing strategy first. Then you need to isolate & define each element. Remember to develop all elements with focus and the understanding of your specific market.
In my next blog post I will discuss the technology available to manage this process in conjunction with all the other elements of your Internet marketing..