Convert Your Leads: 3 Essential Inbound Marketing Tools
by Josette Millar
Hooking a readers interest can’t take more than 6 seconds. After this point they will either click further into the site or move on. Inbound marketing tools are specifically designed to keep them there, while capturing and providing as much quality information as possible.
Profitable lead generation has everything to do with capturing the information of those who want what you provide. This means those first seconds on your landing page are critical and that is why the three most important inbound marketing tools are:
- The landing page
- The call to action
- Information-capturing forms
1) Landing Pages
Your landing page is the first impression people will have of your company and offerings. Because of the importance of this page, it should actually be your final step in the preparation of a company website.
Setting goals means beginning with the end in mind.
- What is the purpose of this site
- Who is being served
- What are their needs and wants
- How can what you do satisfy them?
Designing an effective landing page requires much thinking and drilling-down to get to the core issues that drive your enterprise. Landing page leads are simple to automatically enroll into a workflow.
A “workflow” is HubSpot’s automated marketing tool. It is designed for automatic responses to inbound emails with timed followup emails containing timely, relevant content.
With Hubspots “Professional” or “Enterprise” approach, it is now possible to create a personalized landing page. This new feature not only delights customers and clients – it also increases lead conversions.
2. Calls-to-Action (CTAs)
There are different forms of calls to action. They serve different purposes, and have different intended results when placed in specific places. With inbound marketing tools it is a simple process to design and place these calls effectively.
a) The persona-dependent CTA
Assembling persona-specific lists for every possible buyer persona is a newly available ability. Base these on properties such as company size, industry and interests. Craft smart CTAs that will auto-adjust simply by virtue of your inbound marketing tools.
The persona-specific approach targets specific offers more likely to trigger a response from identified visitors – those who may also have very specific needs for their business.
b) The lifecycle-dependent CTA
“Smart Lists” are designed to accurately track lifecycle stages. This includes visitors, new or ongoing subscribers, sales-qualified leads, and any other identified customers.
This approach is designed to show first-time visitors the CTAs for top-of-the-funnel offers, while offering sales-qualified leads the CTAs for pricing inquiries. The layers also include customer CTAs for product tutorials or upgrades, and the auto-inbound marketing tools will make certain they are all based on where the customer currently is within the consumer lifecycle.
Lifecycle-based CTAs are very effective. They move leads down the funnel by showing persona-targeted offers that educate visitors further on your product or service, while at the same time – warming them up for the sale.
3. Forms: Are Now Easy to Build – and Easier to Fill Out
Utilizing the most dynamic inbound marketing tools means any one of your forms can be attached to a Landing Page in one click. It also means creating a new form while building a Landing Page without having to open a new window. There is no need to paste, copy or embed any additional code.
It has never been easier to create custom field properties that automatically sync-up to the contacts database in a manner that makes it simple to search through. New inbound marketing tools have surpassed anything we ever thought to be possible just a few years ago.
Following these guidelines will save you time – while delivering a very profitable smile of satisfaction.