A Review of Inbound Marketing – Chapter 8:
Continuing our series report of Inbound Marketing by Brian Halligan and Dharmesh Shah, and assuming you still haven’t had the time to read and fully absorb it yourself, I present…
Time to break out the scotch and cigars?
You did it. You got found. But if you are a smart inbound marketer, you know (or you’re about to learn) that the journey doesn’t stop there.
Now that you have created that high quality, remarkable content, you need to start thinking critically about conversions. To do this, you must understand the needs of your buyers and what drives quality leads.
After you’ve reeled them in
This is a dance, and you’re leading. If you don’t have everything in order after your visitors arrive at your site, somebody’s toes are going to get squashed. We’re talking CTAs here. Maybe you’re a break-dancer, in which case your CTA had better be the windmill. Either way, Halligan and Shah have nailed down the “four qualities of a killer call-to-action,” which are Value, Ease, Prominence, and Action.
V.E.P.A. in action
You want to nurture your visitors that have arrived at your site, no matter where they are in the buying cycle. To continue to engage your visitors, you’re going to need a way to get in touch with them, like a name and an email address. The way to do this is to understand the give and take: if visitors are going to hand over their contact information like that, there had better be a good return.
Keep on keepin’ on providing good content
Let’s not forget that people in this day and age are incredibly dubious about giving out any of their information. The way to disarm that skeptically arching eyebrow on your visitor’s face is to give them more great content. The same strategies that you used to bring new visitors to your site can be used to continue to engage them.
Design a CTA to get a relevant e-book, white paper, free class or product trial run (Valuable), that is simple and clear (Ease), with a large font that stands out (Prominence), using action oriented language (Action). If what you’re offering is as valuable as the content that got those visitors there in the fist place, they’ll probably be ready to give you their name and email address in return. According to a Hubspot report, “Personalized emails improve click-through rates by 14%, and conversion rates by 10%.” Now those are some conversion rates you can shake a stick at!
The importance of being experimental
Converting quality leads to Sales Ready Leads (SRL) is also about testing. Experimenting with different CTAs and email headlines can help you narrow down what combination results in the highest conversion rates.
Takeaway delivered at breakneck speed
Improve conversion rates with solid CTAs that are imbued with Value, can be read with Ease, are positioned to optimize Prominence, and contain Action language. And avoid using the outdated, low-converting CTA “Contact Us” like the plague.
Poetic CTA: Do not go gentle into that good night…alone
According to an Ion Interactive report, 20% of businesses do not have a strategy for landing page testing in place, while Marketing Sherpa has reported that “about 75% of businesses have problems finding suitable expertise for optimizing their landing page copy.” You need strategic testing like you need to wear pants everyday. Looking for suitable experts? Put on some pants and come talk to us.
Let us know your thoughts by leaving a comment below!
If you want to learn more about how inbound marketing can dramatically increase your brand’s reach and engage your customers, give Intelligent Demand a shout. We’d love to talk with you.
To see all of the other chapters we’ve reviewed, be sure to visit our Demand Generation blog category.