Inbound marketing is really all about lead conversion. Great content attracts people in and compels them to sign up for more information. Once they are in your marketing database, you have an opportunity to convert them to customers. Simple in principle, not so easy in execution.
Businesses across the globe are catching on to this concept and transforming their websites into lead capture "hubs" at an amazing rate using inbound marketing. You and I are now being bombarded by offers for all kinds of free downloads and can't-miss opportunities via e-mail and social media. It's fair to say that with all of this "opportunity", you and I are also becoming more discriminating and less likely to convert on every offer that presents itself. How can we (as marketers) rise above the tide and improve our lead conversions in the face of this challenge?
Yes there are lots of additional techniques, such as A/B testing and call-to-action and landing page design, but if you don't get the offer right in the first place, you have no shot at high conversion rates. Do the basics first, then worry about the fancy stuff.
Now that I have you convinced, let me offer you one more must-read download. If you're interested inbound marketing for your company, I hope you will find our Inbound Marketing Blueprint helpful, and please let me know if you don't!
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