There are sites that have expressive numbers of hits, but they have a problem: they can't convert visitors into leads, losing business opportunities.
Are you facing this problem? So, read on and check out tips on how to convert visitors into leads , maximizing the possibility of making new sales.
A lead is a visitor to your website who has provided contact information showing interest in an offer from your company, whether it is a direct offer, a product or service, or some specific benefit, such as a rich material or a discount coupon.
In addition, as the lead is more advanced in the purchase journey and more qualified, it starts to be seen as a business opportunity for the company, since it has shown interest in what it produces and is more open to knowing more. about your products or services, at the right time.
Every inbound marketing strategy focuses on attracting visitors to a website and turning them into leads, so that the company can advance them through the sales funnel and make new business.
The lead is a fundamental part of the entire digital strategy, after all, it allows the company to keep the sales funnel in constant “movement” and generate new business opportunities that, consequently, will increase revenue.
In addition, attracting leads makes it possible to create a community and transparent and lasting relationship with the brand, with the possibility of repurchasing and voluntary referral to friends, reducing the cost of acquiring new customers.
There are different strategies that increase the chance of converting website visitors into leads . Here, we indicate some of the main ones that your company can use. Check out:
Rich materials act as bait for converting visitors into leads. But, what is a rich material? It is that format that delves into a particular topic, being more bodied than a blog post.
To catch your visitor's attention and increase the possibility of conversion, the material must be unique, have depth and be aimed at educating, in order to generate value for the user.
Among the main options of rich materials that your company can create for the strategy of converting visitors into leads are:
- eBooks: are digital books that allow you to delve deeper into a given topic at a level that you would not do in a blog post or social networks;
- Webinars: These are video-rich materials, which give a more personal tone and have greater potential to bring the potential customer closer to the brand. It has a low cost and can be recorded (it has the benefit of editing) or live (it further increases the approach to the public);
- Templates: These are ready-made templates of something, such as presentations, spreadsheets, and calendars. The idea is to make the user's work easier, which ends up attracting more leads due to the practicality they offer;
- Infographics: are graphical / visual representations of content, mixing text and image. Therefore, they are very dynamic and easy to understand, which increases their viral potential;
- Quiz: It is a format that encourages site visitor participation and sharing of results, so it has greater viral potential.
The landing page is a lead capture page that is characterized by being simple, with a clear and very well defined objective. A quality landing page has a CTA (Call To Action) and rich material description focused on solving the persona problem at that stage of the journey.
It also presents a form with mandatory fields to be filled in by the visitor to access this rich material. It is important that the company asks for the correct information to be able to nurture the lead later.
A popup is a window that automatically opens in the browser when accessing a specific page. There are several types of pop-ups that you can use to increase your lead conversion rate.
Among them, the anti-escape pop-up (displayed when the user shows an intention to leave the site) and the CTA pop-up (usually appears in the corner of the screen when the visitor scrolls the page) stands out.
Forms can be placed on the company's website page, either in a more visible way, such as in a blog post, or reduced, such as the type that is used for newsletter subscriptions.
Inserting the floating WhatsApp button on your website makes a difference in capturing contacts, as well as enabling the use of the tool in your digital marketing strategies, expanding the brand's presence.
The application makes it possible to quickly start a conversation with the page visitor, as well as continue this conversation in other company channels, such as by personalized email, strengthening the relationship with the lead.
This same tip is valid, for example, for online chat, which also allows for quick communication, with a greater chance of attracting the visitor's attention and converting him into a lead.
Now that you know the main ways and tools to convert visitors into leads, you need to know a fundamental detail in every inbound marketing and content marketing strategy: it is essential to define your persona before creating rich materials .
Therefore, one of the first steps to be taken is to define the brand persona, which is the semi-fictional representation of your ideal customer. Semi-fictitious because it is based on real customer data, collected from the company's commercial or other channels.
Defining the persona is essential because it makes it possible to personalize communication , ensuring greater assertiveness, as well as a higher conversion rate into leads.
By establishing the persona, it will be possible to know the main characteristics of customers, their preferences, pains and needs, using such data to create the material and develop actions that will bring more expressive results.
An important detail: a company can have more than one persona, depending on the products and services it offers. So yours may have more than one. If so, try to define each of them.
After converting the visitor into a lead, it is important for the company to adopt a relationship strategy with him, according to the stage he is at in the sales funnel. Thus, it will make the lead move forward naturally and become more susceptible to a commercial approach.