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Here’s a more important question: Does this ever cause you to want to contact a company directly? We are sure that the answer to this question is “No.” It’s passive, ineffective, and often ignored. A customer may buy your product or service if they desperately need it. You could allow your funnel to behave more like a sieve using uninspiring material such as “Contact Us.”
Even the most incredible call to action can’t convert website visitors into qualified leads. It’s a piece of content that needs to work with other content. This all begins with positioning your business as a natural problem-solver. Existing and potential customers will be drawn to you for the answers they have been searching for. Then you will convert more consistently.
Offer a valuable solution
Positioning your company as a solution provider within your industry, whether through a blog, social media, or web content, is the best route. Inbound Marketing aims to attract customers to your products and services by placing them in a traffic beam. Aligning yourself with their interests is the best way to achieve this. Quality content is the best way to align your interests with theirs.
It is the foundation of content creation. Your customers will learn about you if you blast it through all your inbound marketing channels. Good content positions you as a leader in your industry and encourages visitors to want to know more. Like a good TV show, your content should satisfy the visitor at the moment but leave them wanting more when the credits roll.
What’s in it For Your Customer
Your premium content can help to satisfy this “wanting more.” The offer must be valuable to the customer, whether it’s a report or consultation. Most web visitors make quick decisions. If the offer isn’t convincing enough, visitors will click away. Internet shopping is a world without haggling, so you’re unlikely to get a chance to counteroffer.
You can only learn through experiments what content resonates with your customers. Asking is a simple way to find out what works. Use your inbound marketing channels. You can get valuable insight by asking existing customers via email or Facebook followers what they want to know. What is valuable becomes premium.
Call them now and call them well
You’re ready to ditch the “Contact Us” and replace it with a clear, easy-to-find call to action. Your language should be clear and prominent. You can miss out on valuable content if you are too clever, confuse your visitors, or bury your CTA at the bottom of the page.
When visitors exchange this information for your premium offer, they become leads. The visitor becomes a lead at that point. Like a fish who wiggles away from a fishing line, customers, even those that are interested, will leave at the last minute if they have to click through too many web pages or answer too many questions. You shouldn’t hesitate to ask for the information needed to qualify for a lead. However, you should always remember that the fewer hoops the customer has to jump through, the better.
Visitors become leads when you approach all your content in a solution-oriented way. Remember that this doesn’t only apply to the final moments when a customer faces a CTA but also in the lead-up to that moment. What is the next step in this process? Instead of creating leads, nurture them. That’s another post.
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