Inbound Marketing Conversion Path: Definition, Types, Importance, and Working

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Inbound Marketing Conversion Path Definition,
Types, Importance, and Working
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For a digital marketer, the big part of the job
is to convert visitors into sales leads. But as
an inbound marketer, your job is not just limited
to bringing in leads through conversions.
Offering excellent content for which the site
visitors will trade their personal information is
another important part of the job. It is the
content that attracts and turns potential leads
into customers. However simple it may seem
conversions are difficult and are a big deal.
You do not get leads overnight or in a day or
two. It takes time and a proper strategy is
needed.
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Elements of Conversion Path
The conversion path is the process through which
the leads are generated. To be able to carry out
the conversion process, businesses require few
major elements, like the landing page, thank-you
page, call-to-action, and a remarkable
offer. However, having all of these is not
enough. Each of the elements must be designed,
written, and executed professionally. Until and
unless the landing page is designed perfectly,
your business may have a hard time getting leads.
To generate a pipeline of leads, you must learn
what it takes to create a perfect landing page.
(Link of the blog A guide to creating a perfect
landing page)
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Types of Conversion Path
The above conversion paths are not just the only
paths through which leads can be generated. Some
people may get swayed by the ads, whereas some
may come along through an email or a newsletter.
Some may even search for the brand
organically. You can identify the buyers
behavior online through Google Analytics, and
decide on taking different conversion paths for
different customers. Here are some of the ways
through which inbound digital marketers can get
conversions Paid search, organic search,
Direct, Emails, Referrals, and social network.
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Importance of Conversion Paths
Conversion paths play an important role in
marketing. To say it simply, brands and
businesses cannot exist without customers. So, no
brand would ever leave an opportunity to bring
in leads. They will try every possible method to
convert the website visitors into their
customers. How is it done? The only way is
through conversion paths. Conversion paths
generate leads and the process, on the whole, is
called lead generation. This is carried out
through the lead generation funnel. To
understand how to create your first funnel, you
may want to read the blog. How to build your
first lead generation funnel? Conversion paths
help businesses in several ways Increase brand
awareness. Brings in traffic Generates pipeline
of leads You get to know your current and
potential customers
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Steps to Build Result-Oriented Conversion Path
Having a good conversion path is important. Up
until now, you might be clear about one thing
that to make the conversion path a smooth
process, you need a strong, clear CTA, a
well-designed landing page, and a thank you
page. The truth is there are a lot of conversion
paths out there. There are multiple landing pages
but are all able to bring in results? The answer
is no. This happens when businesses are unaware
of the right strategy. Here I will take you
through the four items you may need for your
inbound toolkit to create an effective
conversion path.
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Focus On the Context of the Content
Content is the king! It acts as fuel and empowers
the conversion process through inbound
strategies. Without content, it will get
difficult for you to convert the website
visitors into leads. Irrespective of the lead
generation strategy, content is used in every
step. You see the website pages those are
filled with content. What goes into your emails
is content. The blogs, emails, ads, webinars, are
all the vehicles through which the message is
sent across. The message is the content! So, to
make it simple and clear, the content is pivotal
around which the whole concept of digital
marketing revolves.
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Let the Landing Pages Do the Talking
After you have understood the importance of
content and developed a remarkable content
offer, the next step is to use that content to
generate leads. Where to place that offer now?
The answer is on the landing pages. Yes, here
the landing pages jump in. The landing pages are
the special pages designed with the sole purpose
of collecting the information of visitors in
exchange for something of value to them. For
instance, a report, a guide, newsletter,
whitepaper, e- book, and so on. The landing
pages contain the forms that are to be submitted
by the visitor to avail of the benefits of the
offer. To understand the process in detail, you
can jump onto the blog post, how do landing
pages generate leads. (Link of the blog) The
great landing pages are those which focus both on
the buyers persona as well as the buying stage
they are on. Heres the blog which will guide
you on designing high-converting landing pages
How to design high-converting landing pages
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Strong, Quick, Call-To-Action
At this point, you will have a landing page
ready. The content is done, the page is well-
designed. Now what? How will your visitors act
upon if they like the offer? Now, here CTA comes
into the action. If your CTA is not able to grab
the attention, you are likely to lose your
potential customer. The CTA must be so effective
that the visitor is compelled to act upon it
immediately. The best part of the Call-to-action
button is that you can embed them throughout your
website. When the visitor clicks on the
Call-To-Action, they will automatically be taken
to the landing page. So, we can say every CTA is
the beginning of the conversion path. Considering
the importance of the Call-To-Action, it is
vital to ensure its alignment and effectiveness.
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Thank Your Visitor
Create a thank-you page. If CTA is the beginning
of the conversion path, the thank-you page is
the end. So, if it marks the end, it should be
sweet and memorable for the visitor. Thank-you
pages are the specialized website pages from
which your present leads are able to download
the offer you promised. These pages are an
opportunity to move people further ahead in the
buyers journey. To do so, you can include things
like additional calls-to-action buttons and
offers that complement the offer you have
provided your lead.
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Donts of Conversion Path
Many businesses are not able to reach their goal
because their conversion path is often
ambiguous. Here are some of the things I will
discuss to bring in more clarity. Have a look at
the donts of the conversion path.
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