Social media, search engines, content, blogs and word of mouth are all important ways to attract valuable, converting traffic to your website. Attracting the right visitors is a matter of offering the proper messages and content, personalized for the needs of your target groups.
However, gaining traffic is just a small part of the exercise. What happens after visitors have landed on your website, arrived on your blog, etc. is far more important.
Conversion always requires a value proposition and a promise
What goes for email marketing and outbound forms of interactive marketing, goes for inbound marketing as well: if your landing page or any other page or property people land on after a click, does not fulfill the inherent promise in your subject line, blog post title or social mention, it will not add value to the experience of your potential customers.
Without having a value proposition and responding to the needs of your visitors and contacts, people will not stick around or undertake action.
In the end, these actions are important indicators of how interested the online visitor is, and at the same time they are required to achieve conversion. Call-to-action is a term that is well-known and key in both inbound and outbound marketing.
Matching behavioral flows with page, lead and scenario flows
The really interesting interactions occur when visitors of your website, readers of your blog or other connections, express their needs through their digital behavior. Page flows, just like the flows we know in automated marketing scenarios, tell you what your visitors and customers want by analyzing everything they do. This includes simple clicks but also filling in forms, the latter being a crucial way to understand a visitor profile and being able to interact with the - now known - visitor in question. Forms are still a corner stone of conversion and interaction. Behavioral profiling encompasses many elements of flows and interactivity.
Conversion marketing really is a lot about flows and making them as efficient and user-friendly as possible, by offering personalized experiences that are prone to result in conversion. Since single online interactions rarely lead to direct sales or other business goals, there is little difference between the optimization of page flows, lead flows and marketing flows in an automated marketing scenario environment.
Despite the distinctions that are often made to separate inbound marketing from other forms of marketing, conversion always depends on the actions of people and thus of activity flows.
Matching these flows with your page, lead and scenario flows, regardless of the "type" of online marketing is what marketers seek in cross-channel marketing activities, in inbound marketing, as well as in all other forms of interactive marketing whereby conversion is ultimately sought.
And the latter is nearly almost the case.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
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