Leading your prospects down the conversion path…

By | Content Marketing, Digital Marketing, Marketing Strategy | No Comments


whiteboard-849803_1920Inbound marketers use conversion paths to advance prospects through a sales and marketing funnel. To create a conversion path, decide which steps you want a visitor to take, then design content to support that conversion goal. Include your sales team in this process. Common conversion goals include collecting personal data, obtaining customer feedback, sharing industry information, and encouraging more social shares. You can write a series of blog posts, share a collection of resources or provide an online toolkit. Ask yourself, “How can we help our prospects get the information they need most at this stage in the relationship?”

There are four main parts to a conversion path/process:

    • Content – This needs to be relevant to what your customers are looking for. Ask yourself, ‘What are our prospects looking for and how can we make this simpler for them?’
    • Call-to-Action – It’s the way that your prospects are going to get to the landing page from your website and start the process. It’s the Key that unlocks the door! Because of this it need to do exactly as it says: have an action, so make sure you use actionable language and that they jump out of the page.
    • Landing Page – This is the part where the conversion starts. So your landing pages need to present the benefits of your offer/content, remembering that you need to focus on the problem that you are trying to solve for your prospect!
    • Thank You Page/Email – This marks the end of your conversion path. It’s the final tool you need to lead your prospect (website visitor) down your conversion path.

Here is a great example from Hubspot, they’ve got their piece of relevant content, made a persona-appropriate landing page and sent a thank you to the lead, all ready for the sales team to give them a call:

The Conversion Process

If you get the conversion path right, it’s pointing you in the direction of sailing your leads through the buyer’s journey!


So remember: Be fun. Be bold. Be creative!

For further reading please see how effective conversion paths work

Decision making in business – The Hare and the Tortoise v2!

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tortoise and hareThe article I read today was so great about the hare and the tortoise that I just wanted to share it with you. Some of you may have read ‘Thinking fast and slow’ and I guess this article was along the same lines.

It was written by Stephen Guise, who’s website is http://deepexistence.com

He describes the site as providing ‘creative strategies for lasting change’. I find his style warm, engaging and thought provoking. I’d really encourage you to check out his site. For some reason, I can’t see the hare and rabbit story on there, so maybe it was only on the emails that go out. For that reason, we’ve created a quick page so you can read the whole thing, here. Read More

Writing your 2016 Channel Marketing Plan? Here’s some tips to help!

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It’s that time of year again, isn’t it? Everyone is trying to finish up their last bits of marketing activity and decide what to do next year. We’ll all be busy presenting plans to the board, the sales operation or our boss – putting forward our case for budget and as usual trying to justify our existence!2016

It saddens me that still in so many companies marketing is seen as a ‘nice to have’ or a ‘must do’ rather than an essential part of driving the business forward – which is in fact what it really is! Ask most people which organisations they admire and two of the most often quoted are Apple and Virgin. These businesses are ALL about marketing. It’s perhaps the single biggest thing they do right. So why do we as marketers still struggle for airtime, or budget? Read More

The Gamification of Relaxation – and why it helps!

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When I started writing this blog, I wasn’t expecting to write about gamification. I was expecting to write about something a bit more personal and fulfilling! But when I considered the two things I wanted to write about the most – running and meditation I realised that actually some of my drive to do both comes about at least in part because of gamification. Let me explain.Gamification

This year is the year I finally got the Headspace habit. I’ve always been drawn to the idea of meditation but thought that actually there’s no way I could empty my brain, or sit still. So although I read a few books on mindfulness I never really did anything about it. Then earlier this year, a good friend of mine mentioned Headspace. It came about because of a conversation about the founder of Headspace, Andy Puddicombe. She knew Andy very well, and I knew him a little bit (he used to live in Bedford before he became super famous, and once I even helped him with a marketing proposal he’d written!). Read More

What I’ve learned from my first year in business – My 5 top tips

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According to the BBC, 4 out of 5 start ups fail. I’ve got through my first year at The IT Marketing Agency and it’s great that now ‘I’ is ‘we’. It’s truly been a rollercoaster ride at breakneck speed, but now the team and I feel like we’ve crossed the first set of hurdles, luckily not fallen at any fences and the next stage is underway. So I thought now would be a great time as a business owner to share what’s helped me, and got me not just through it, but to where we are today.

1. Take a risk (alternatively titled ‘take a calculated risk’)

risk-jumpingI guess without my first tip, I wouldn’t even be here. Sometimes it takes someone else believing in you to give you enough belief in yourself. Particularly if your confidence has taken a battering, or you’ve been working somewhere else where perhaps you weren’t appreciated, or given space to grow. For me, it was literally a toss-up between another / a different full time role, or taking a risk and setting up on my own. The first option was safe, really well paid and for a well known and established channel business. I was recommended for the role and there were a lot of benefits that were clear if I took it. On the other side of the scales was uncertainty, and plenty of it. However, there were also people – past clients, and channel friends who really supported and encouraged me. They believed not only could I do it, but that I’d be mad not to give it a go. So, I took a deep breath and……and I decided I could always revert to plan B and a ‘proper job’ if it didn’t work out.

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