As we all know, inbound marketing is very important for attracting new customers and growing your business. The key here is to create useful content that will entice potential customers to give your business their information. Obviously this is easier said than done, but with the tracking capabilities that are now available, you can create an effective conversion path that will guide customers through the journey of becoming a customer. So, what exactly is a conversion path?
By definition, a conversion path is described as the process that an anonymous website visitor takes to become a known lead. A conversion path typically consists of the following four components:
If utilized correctly, these components will allow you to craft an effective conversion path that will attract, convert, and delight potential customers to your product or service. Knowing that, let’s dive a little deeper into why conversion paths are a crucial part of your inbound marketing.
First off, 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.
Now, when it comes to the calls to action within your content, you want to be sure to use CTAs that are clear, frequent, and influence customers to want to take action on your content offer. You will need to ensure that these calls to action are aligned perfectly 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.
Next you will want to develop landing pages that further communicate and add value to what you’re offering to your buyer persona. These landing pages need to be crafted carefully as they will house your valuable content and CTAs. In addition, these landing pages must include 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, job title, or industry to use for further lead nurturing campaigns.
And, last but not least, 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. This is also a way to let potential customers know the next logical step to take after filling out your form. Thank you pages have been proven to also increase the confidence and trust of potential customers in what your business has to offer. Simply put, thank you pages are one of the most important components of a conversion path.
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!