4 Objectives of a High-Performance Conversion System

By Scott Anderson Miller

A high-performance inbound conversion system is designed to attract and convert. A well-designed system facilitates action and reaction. This conversion system acknowledges the multiple conversion points along the purchase path and facilitates a conversion at each point.

Your inbound marketing system’s four primary objectives are:

  • Inbound marketing attracts visitors to you where you greet the prospective customer on their terms.

  • Inbound marketing engages your website visitors through meaningful, relevant content so visitors become leads.

  • Inbound marketing encourages a lead to take actions that can eventually be monetized (purchase/donation/referrals/and so on).

  • Inbound marketing reengages previous customers, causing reactions (additional purchases/reviews/and so on) resulting in repeat customers while fostering a loyal fan base. These loyal fans are sometimes called brand evangelists, fanatics, advocates, or Lifestylers.

The type of visitor you attract depends on your customer profile. Conversion time and buyer paths also vary by individual business model. The time it take for a visitor to become a customer and, in turn, a loyal customer, varies greatly for a business-to-consumer e-commerce retailer with an average purchase of $2.00 as opposed to a business-to-business manufacturing company whose average sale is $200,000.

Attracting interest with inbound marketing

What is inbound marketing if it does not address the needs of your prospective customers? Nothing. So, give customers what they want. Period.

The first tenet of inbound marketing is attraction, search engine marketing (SEM). SEM consists of various methods of attracting people to your website. The various forms of SEM that attract include:

  • Pay-per-click (PPC) campaigns through Google AdWords re-targeting campaigns

  • Bing ads in the U.S. and Baidu in China

  • Online paid display advertising

  • Paid listings

  • Search retargeting and remarketing

  • Search engine optimization (SEO) to be found in organic rankings

  • Content marketing

  • Social media campaigns on Twitter, Facebook, LinkedIn, Pinterest, and so on

  • Email marketing

Purists contend that paid search and online banner advertising are not part of the inbound family. I disagree because SEM practiced under the inbound philosophy is attractive marketing, meaning it serves up relevant results that satisfy consumer needs, based on your understanding of those needs. PPC is a subcategory of SEM and inbound SEM helps attract visitors to your website. Your website content should be relevant, timely, and well-organized regardless of whether it is earned or paid media that attracts the prospective buyer.

Creating internal and external connections with inbound marketing

Effective inbound processes systematically track visitor and customer onsite behaviors. A well-designed inbound system delivers timely, relevant, and contextual information. This is called content.

So, ideally, you’ll be able to deliver the information your prospects and customers want when they want it. That’s determined by:

  • The customer’s location in the Purchase Funnel/Buyer’s Journey/Lifestyle Loop

  • The buyer profile/persona with whom you’re attempting to create a conversation

  • The product/service/conversion you’re encouraging the customer to seek and buy

Causing customer conversions with inbound marketing

Customer conversion is a process rather than a single end event. As you can see here, customer conversions are a series of progressive, connected events. There are key conversion events that can be measured and should be. Each of these key conversions is a link in the Customer Conversion Chain.

The Customer Conversion Chain.

The Customer Conversion Chain.