B2B Inbound Marketing: Convert Visitors into Qualified Leads

[tonmoypramanik]

If your visitors leave your website as quickly as they arrived, there is little point and your Inbound Marketing strategy will not generate any return on investment.

So now you need to do everything you can to engage your visitors and convert them into leads. In concrete terms, this involves implementing actions that will allow you to collect your visitors' contact details and thus validate their interest in your brand .

This conversion phase is tricky for a B2B company since you have to convince a buyer who is visiting your site for the first time to find out more about a solution that they didn't even suspect existed a few minutes ago or for which they cannot concretely visualize the added value.

To convert your visitors into prospects with the Inbound Marketing strategy, there are two essential tools:

The Call-to-Action (or call-to-action button);
The Landing Page (or destination page);
The Call-to-Action
The Call-to-Action – call to action button in French – is, as its name suggests, a button which philippines email list is used to encourage the visitor to your website to carry out a specific action.

Concretely, you will use the Call-to-Action to convince the visitor to leave you their contact details in exchange for downloading premium content. Here is an example:



How to communicate effectively on the Internet and make your business known

The Call-to-Action is simply essential to convert your visitors into prospects. To be effective, the Call-to-Action must allow the Internet user to understand at a glance the action they must perform and the added value they will get from it. The Call-to-Action must send the visitor to a Landing Page.

The Landing Page
The Landing Page is a destination page containing a form used to collect your prospect's contact details in exchange for downloading premium content.

The Landing Page must be designed to optimize your conversion rate: it must limit distractions – no more site menus, for example – and highlight the added value of the content you are offering in return for the form your prospect is about to fill out.

To go further, I suggest you consult the ingredients of an effective Landing Page .

Conversion involves creating regular Inbound Marketing campaigns
Be careful, it is not enough to integrate Call-to-Actions in strategic places on your website and create a few Landing Pages to generate qualified leads with Inbound Marketing in B2B.

To regularly convert your visitors into qualified leads, you must organize Inbound Marketing campaigns based on the following mechanics:

1) You create premium content such as a white paper that you offer for download on your website via a dedicated Landing Page.

2) You write several blog articles and various content (videos, infographics, podcasts, etc.) to promote this premium content.

3) You promote all this content on your social networks.

4) You set up automatic email sequences to send to people downloading your premium content to validate their engagement and integrate them into your sales prospecting actions.

Typically, we recommend that B2B companies run one such campaign per quarter and per Persona.