Turn visitors into potential customers
Posted: Sun Feb 02, 2025 8:33 am
Up to this point, you've already done a lot of things right. Now the crucial process of your inbound strategy begins : customer acquisition and increasing sales . How do you do that?
Use your landing pages as a digital handshake. ©pixabay
A landing page is your digital handshake with your potential customers. | ©pixabay
Get in touch with your prospects. The magic bridge for direct communication that takes your customer acquisition to the next level is the landing page .
As a tool of the inbound marketing strategy, a landing page peppered with relevant keywords serves the sole purpose of directly addressing interested parties and offering them exclusive content in exchange for their contact details. This attractive offer is called a lead magnet in inbound marketing .
What is a lead magnet?
A lead magnet is an attractive, free product (also called an opt-in bribe) that you offer to a prospective customer as added value in exchange for their email address and other sales-relevant contact information.
Visitors usually land on a landing page via a call-to-action button (CTA) , which is placed, for example, in a blog article and points to a high-quality content offer .
As soon as interested parties enter their contact information (especially email address) into a form on the landing page and submit it, they are generated as a lead .
Proven lead magnets include:
e-books
white paper
expert guides
explanatory videos
checklists
quiz
product comparison
exclusive email content
social media templates
Workshops & Webinars
Landing page example ©wishpond
Example: Focus on the essentials on your landing page. | ©wishpond
The landing page allows you to convert your website visitors into real contacts , who you can reach with the help of your customer relationship management (CRM) through needs-based email marketing . Provided that your lead magnet meets the actual needs of your buyer personas!
Tip: Landing pages must comply with data protection regulations and should focus on the essentials: offer and contact form . Remove all distractions (especially navigation) to achieve the highest possible conversion rate. Only social share buttons make sense on this page for a larger reach.
9. Maintain your contacts through automation
Have you received email addresses from interested parties? Very good. But please don't fall into actionism now! It is tempting to use these generated leads for targeted advertising messages in order to rub your product or service offer in recipients' faces. But that is not inbound marketing ! Such an approach is disruptive at best.
Use email automation instead of spam for your content marketing.
Spare your contacts from spam! | ©Shutterstock
Be smarter. Consider your potential customers as your partners. Ask yourself in every phase of their customer journey (= customer journey to the purchase decision) what they really need and "feed" them the right information at the right time. This process is called lead nurturing .
As part of targeted lead nurturing campaigns, you can develop your leads into sales-ready contacts with high-quality downloadable content. In order to keep all the threads in your hands during this complex process and not waste your ammunition in the wrong place, automated email marketing is a software solution as part of marketing automation .
Tip: Only when your potential customers have demonstrated usa phone number data clear interest through predefined touchpoints with your content and have been qualified through lead scoring can you become active in sales and make them suitable offers.
10. Analyze and optimize your performance
Automation doesn't just support you in campaign management and customer care. Software platforms offer you the tools you need to continuously analyze your marketing campaigns and improve them if necessary. One such platform is HubSpot with its Marketing Hub . An aspect that many companies neglect, but which is essential for a sustainable increase in sales .
If the opening, click and conversion rates do not meet your expectations, even small changes can have a big impact. Sometimes just adjusting a blog headline can make the decisive difference in terms of traffic. In other cases, for example, it is advisable to replace a lead magnet because it does not fit the phase of the relevant buyer's journey. This means that your content sometimes remains a never-ending story. ..
Of course, you can also carry out the evaluation of your key figures manually if you have enough time and resources available. If not, marketing automation gives you exactly that: time and resources.
Use your landing pages as a digital handshake. ©pixabay
A landing page is your digital handshake with your potential customers. | ©pixabay
Get in touch with your prospects. The magic bridge for direct communication that takes your customer acquisition to the next level is the landing page .
As a tool of the inbound marketing strategy, a landing page peppered with relevant keywords serves the sole purpose of directly addressing interested parties and offering them exclusive content in exchange for their contact details. This attractive offer is called a lead magnet in inbound marketing .
What is a lead magnet?
A lead magnet is an attractive, free product (also called an opt-in bribe) that you offer to a prospective customer as added value in exchange for their email address and other sales-relevant contact information.
Visitors usually land on a landing page via a call-to-action button (CTA) , which is placed, for example, in a blog article and points to a high-quality content offer .
As soon as interested parties enter their contact information (especially email address) into a form on the landing page and submit it, they are generated as a lead .
Proven lead magnets include:
e-books
white paper
expert guides
explanatory videos
checklists
quiz
product comparison
exclusive email content
social media templates
Workshops & Webinars
Landing page example ©wishpond
Example: Focus on the essentials on your landing page. | ©wishpond
The landing page allows you to convert your website visitors into real contacts , who you can reach with the help of your customer relationship management (CRM) through needs-based email marketing . Provided that your lead magnet meets the actual needs of your buyer personas!
Tip: Landing pages must comply with data protection regulations and should focus on the essentials: offer and contact form . Remove all distractions (especially navigation) to achieve the highest possible conversion rate. Only social share buttons make sense on this page for a larger reach.
9. Maintain your contacts through automation
Have you received email addresses from interested parties? Very good. But please don't fall into actionism now! It is tempting to use these generated leads for targeted advertising messages in order to rub your product or service offer in recipients' faces. But that is not inbound marketing ! Such an approach is disruptive at best.
Use email automation instead of spam for your content marketing.
Spare your contacts from spam! | ©Shutterstock
Be smarter. Consider your potential customers as your partners. Ask yourself in every phase of their customer journey (= customer journey to the purchase decision) what they really need and "feed" them the right information at the right time. This process is called lead nurturing .
As part of targeted lead nurturing campaigns, you can develop your leads into sales-ready contacts with high-quality downloadable content. In order to keep all the threads in your hands during this complex process and not waste your ammunition in the wrong place, automated email marketing is a software solution as part of marketing automation .
Tip: Only when your potential customers have demonstrated usa phone number data clear interest through predefined touchpoints with your content and have been qualified through lead scoring can you become active in sales and make them suitable offers.
10. Analyze and optimize your performance
Automation doesn't just support you in campaign management and customer care. Software platforms offer you the tools you need to continuously analyze your marketing campaigns and improve them if necessary. One such platform is HubSpot with its Marketing Hub . An aspect that many companies neglect, but which is essential for a sustainable increase in sales .
If the opening, click and conversion rates do not meet your expectations, even small changes can have a big impact. Sometimes just adjusting a blog headline can make the decisive difference in terms of traffic. In other cases, for example, it is advisable to replace a lead magnet because it does not fit the phase of the relevant buyer's journey. This means that your content sometimes remains a never-ending story. ..
Of course, you can also carry out the evaluation of your key figures manually if you have enough time and resources available. If not, marketing automation gives you exactly that: time and resources.