Inbound 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:
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