How to Boost Conversions through Inbound Marketing
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Transcript of How to Boost Conversions through Inbound Marketing
Converting Skeptical B2B Visitors into Leads
#InboundDay @Primum
#InboundDay @Primum
Automatic sprinklers are nice for hanging baskets, but you’ll miss details when you
“set it and forget it” and don’t water them yourself
#InboundDay @Primum
You need to get this close to your data to really improve your conversion rate and
court the really special flowers - your prospects and customers
B2B companies face big challenges
• Not enough ______ to have a real pipeline
• Too many customers that are high ______, low ______
• Trying to __ and __ too much
• Not ________ enough from competitors
• Marketing is _________ quickly#InboundDay @Primum
B2B companies face big challenges
• Not enough leads to have a real pipeline
• Too many customers that are high maintenance, low budget
• Trying to be and do too much
• Not differentiated enough from competitors
• Marketing is changing quickly#InboundDay @Primum
Conversion in B2B is kind of messy
• Sales process is typically longer
• Buyers are time-starved, so they don’t follow the paths we want them to take
#InboundDay @Primum
What is conversion?
#InboundDay @Primum
It’s a change
ConversionConversation
#InboundDay @Primum
What happens when you try to have a conversation with someone who is
unwilling?
Is B2B prospect visitor willing, ready and able to change?
#InboundDay @Primum
How can we know?
With inbound, they will tell us, if we ask the right questions and present
the right information.
Change for a B2B Buyer
only happens if/when
D + V + F > R
Dissatisfaction with their current state
Vision of what they could become
First steps are defined
Resistance to change#InboundDay
@Primum
Ask yourself if your landing pages and your offers pass the test
D + V + F > R
#InboundDay @Primum
Let’s taco ’bout selling
Nobody wants to be sold, they want to be guided to the decision that best
solves their current pains.
Guide the conversation to develop more long-term relationships with customers.
Vital to remember this in B2B!
Even if you’re an enterprise-level B2B brand, each of your
visitors is still a single human looking for a complete website
experience.
Don’t get lost in the numbers and quantifiable results of inbound
marketing.
Metrics are to help you better connect with your customers by giving them more of what they
need.
#InboundDay @Primum
#InboundDay @Primum
#InboundDay @Primum
#InboundDay @Primum
#InboundDay @Primum
Call-to-Action: the logical next step for visitor
#InboundDay @Primum
True or False - Make a visitor click only once
#InboundDay @Primum
“It doesn’t matter how many times I have to click, as long as each click is a mindless,
unambiguous choice.”
- Steve KrugAuthor of Don’t Make Me
Think
#InboundDay @Primum
1. Make it action-oriented
2. Include keywords consistent with offer
and landing page
3. Make it attention grabbing
4. Ensure appropriate on-page placement
5. Test, analyze, test, analyze
6. Details matter!
#InboundDay @Primum
Calls-to-Action Truths