There is one absolute truth in online marketing: It is all about the conversion. A website can have unlimited traffic with a poor return on investment. This all-too-common circumstance is a failure to convert those hits into sales. A high visitor to customer conversion rate can only be achieved by marketing to the right visitors and presenting a direct, concise message to close the sale.
The process of taking those who receive your marketing efforts and ultimately turning them into customers has been often compared to a funnel. The different types of advertisement result in larger or smaller volumes of visitors reaching the end of the conversion funnel and becoming your new customers. These types are often grouped as:
Providing potential customers with quality information relative to your product is far less expensive then outbound tactics and usually results in higher conversion rates. This is in addition to better customer satisfaction.
These inbound messages do have to be tailored properly. Continuing efforts by search engine providers like Google encourage users to rank their experience. It is more important than ever to have a sharp looking and fast loading homepage. This involves managing the size and positioning of page elements; use of media like flash, sound and videos; and reducing click counts to desired information. Equally important, communication needs to have a strong call to action. This essential part is the final step in the conversion and, if properly designed, can be responsible for a large number of sales. In combination, the inbound techniques offer a superior method to market to customers and improve sales. That is why we take advantage of every inbound opportunity to produce steady traffic and a tremendous rate of visitor to customer conversion.
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