Inbound Marketing Conversion Paths [What Are They and How to Use Them]
If you’ve been keeping up with our blog posts, by now you should know that inbound marketing is very important for growing your business online. But one thing we haven’t discussed yet is conversion paths. But guess what? We’re about to do that now. So buckle up, we’re going on a ride.
Okay; conversion paths really aren’t that wild of an idea. By definition, a conversion path is the process that an anonymous website visitor takes to become a known lead. Simple enough right? These paths typically consist of four main things:
- A valuable content offer
- A call to action
- A landing page
- A thank you page
Utilizing these tools correctly will help you craft an effective conversion path. Let’s dive a little deeper, shall we?
A valuable content offer should consist of contextual content that speaks to your buyer persona’s challenges and goals while also taking into account where they are in the buyer’s journey. When creating content, it’s important to ask yourself if your buyer persona is currently in the awareness, consideration, or decision stage. The stage that your buyer is in at the moment will ultimately determine what type of content you should be offering.
When it comes to the calls to action within your content, you want to be sure to use CTAs that are clear and frequent. The most important part, though, is that these calls to action are aligned with the content within your offer. They need to make sense contextually and provide value in order for your buyer persona to feel intrigued to take a next step.
You’ll also want to develop landing pages that further communicate the value you’re offering to your buyer persona. These landing pages will house your valuable content and CTAs. This is also where you should place a form to encourage your buyer persona to sign up for your content offer in exchange for information you need from them, such as their email address to use for further lead nurturing campaigns.
And, last but not least, your thank you pages. Optimized thank you pages give your leads a way to download your content offer, all while being thanked by your company at the same time. As we like to say here at Greyphin: who doesn’t like to be thanked?
If you’re interested in learning more about conversion paths or want help with your marketing strategies, contact us at Greyphin to learn more about how our inbound marketing services can help your business grow!