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 Conversion Funnel

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:

• Outbound Marketing is commonly referred to as interruption marketing. These communications are directed at customers through various mediums and usually “interrupt” or distract them from their purpose.
• Inbound Marketing focuses on providing potential customers with the information they need. This entails quality blogs, white papers written by experts in the industry and fresh, relevant information from social media platforms like Facebook and Twitter.

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.

Inbound Essentials

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.

Complete the form on the right or click here to Request a FREE Website Marketing Assessment to see how these elements can change the success of your online marketing efforts.

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