B-to-B Internet Marketing: How to Convert Site Traffic into Leads
Using the first four blog posts in our B-to-B Internet marketing series, you should have already launched your blog, optimized your site for search engines and started promoting your content via social media. If it’s been several weeks, by now you should start to see a spike in traffic to your website.
There’s only one problem. All that traffic to your site isn’t leading to any new business! People are visiting your site, but those visits aren’t leading to new customers – or even new sales leads. So what do you do?
Simple. Focus on conversion. Focus on converting more of your website visitors into sales leads. To do this, decide on a compelling offer for your customers, create a call to action (CTA) to promote your offer and launch a landing page with a form where visitors can submit their information to obtain the offer.
The Sales and Marketing Conversion Funnel
Here’s an overview of the four steps in the sales and marketing conversion funnel.
- Decide on Your Offer. The offer is the most important part of any campaign. It’s the initial attraction that catches the attention of your website visitors and gives them a reason to fill out the form used to collect their information. Typical content offers include research reports, white papers or archived webinars. Also, keep in mind that the offer form is a conversation starter for the sales team, so it should be designed to start a conversation that will lead to a sale.
- Create a CTA. Once you decide on your offer, create a compelling CTA. A CTA is a button or a link on your website that grabs a user’s attention and directs them to a landing page. (See the CTA at the end of this blog post for an example.)
- Create Landing Pages. After you create a CTA, you need to set up a landing page. On the landing page, the user will have to complete a form and submit their contact information to receive the offer. By submitting this information, the visitor becomes a lead with whom your sales team can follow up. Your CTA can be text, image or HTML, but must include a link to the corresponding landing page. Once users submit their information on the landing page, redirect them to a thank you page where they can access the offer. Below is an example of one of our landing pages:
- Test, Measure and Iterate. Offers, calls to action and landing pages are the core elements of the conversion process, but you can’t stop there. If you just have a single conversion pathway, you have very little insight into the process and the way it performs. In order to improve your conversion process, you need to experiment. You need to test different CTAs, different landing pages, and different offers and then decide which ones best help you achieve your goals.
After a CTA has been on your homepage for a month, vary the messaging or swap out an entirely new CTA, and after another month, measure which performed best. If landing page conversions are low, move the form above the fold and measure the results. Don’t be afraid to test different variations; you can always switch back if the old version worked better. It will be worth it when you’ve found the best combination that increases your site’s conversions.