Strategic Inbound Plan: Develop Your Attraction and Conversion Plans

By Scott Anderson Miller

Good inbound marketing strategy starts with knowing your product/service offerings and your customers’ motivations for purchase. You can then design easy access to purchase. Create customer attraction for your products through search engine optimization (SEO) and search engine marketing (SEM) best practices outside of your website.

By understanding your prospects’ needs and their place in the purchase path, you can direct prospects to the appropriate content on your website based on the words prospects use in their search queries.

Of course, this requires you to create onsite content that fulfills the need of your prospects at their points of entry to your website. Interesting blog content attracts prospects and facilitates their ease of entry to your website. A well-designed online tool that promises to uniquely solve a prospect’s problem (such as a mortgage calculator) is a valuable offering that engages visitors. Gating content by requiring customer form completion begins the conversion process.

Once visitors find and land on your site, it’s time to engage. A Call-to-Action (CTA) Map delivers your website content in a manner that appears fluid and intuitive to visitors. Ideally, your website CTA Map provides a frictionless path to conversion.

A conversion is defined as the meaningful exchange of valuable information between a prospective customer and your company. This could be a customer email address in exchange for an e-book or a customer’s credit card number in exchange for a product purchase. The ultimate conversion for a business is usually considered a sale.

Business-to-consumer (B2C) and business-to-business (B2B) conversion paths look much different. The B2C purchase path is usually quicker due to relatively low-cost purchase prices that can be made online. Many B2B purchase paths are much longer, especially those that are high-dollar purchases.

Because these sales are usually made offline, it’s especially important to collect buyer data early and often. Doing so will allow your business development team to engage earlier in the purchase, guiding prospects with meaningful, relevant conversations.