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The first process of conversion is called the conversion of awareness. This is where you create an awareness of your brand with those who are unaware of what you offer. This conversion process focuses on converting strangers to visitors.
When I speak to businesses about having an online presence the first thing that comes up is social media. It’s a hot topic for businesses out there, especially for businesses that are just starting out. Though social media is a key element in having a strong presence, keep in mind that it is still just one part of the whole online conversion process.
The first vital element to focus on is to bring traffic to your online platforms. Where most businesses go wrong is that they try to bring in as much traffic as possible. Remember you don’t want just any traffic you want the right traffic. The right traffic would be your ideal customers, those who understand your product and are willing to pay for your services.
Never worry too much on trying to have a presence in every social platform. That is a mistake unless you’re showing an active and lively presence in all of those platforms. If you’re not, stick to platforms that will provide you with the best opportunity to obtain ideal customers.
The most powerful way to build an awareness of your brand is through a blog. A blog gives you the ability to express freely in any type of media that you choose. From images, text and videos you have the power to express about any particular issue of you business. This is where your business can create an online culture and voice to those in cyber space. Always have your blog be an internal blog as opposed to an external blog. Meaning that a blog becomes more powerful and creates a greater return when it is directly tied to your website. This increase visibility and findability when people use keyword searches in your particular field.
Once you’ve got visitors to your site, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer. In order for your visitors to offer up that currency willingly, you need to offer them something in return. That “payment” comes in the form of content, like eBooks, whitepapers, or tip sheets — whatever information would be interesting and valuable to each of your personas.
Calls-to-action are buttons or links that encourage your visitors to take action, like “Download This Ebook” or “Attend a Webinar.” If you don’t have enough calls-to-action or your calls-to-action aren’t enticing enough, you won’t generate any leads.
Increase your conversion rate by having opt-in bribes. Opt-In Bribes are incentives to your visitor on why they should provide you with their information. This is where your content becomes so vital. If customers are thinking that what your are offering for free has a high value then they’ll be more entice to buy into what your selling at a cost. The higher the receiving rate compared to the giving rate for a visitor will increase your conversion rate drastically.
When a website visitor clicks on a call-to-action, they should then be sent to a landing page. A landing page is where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them. When website visitors fill out forms on landing pages, they typically become leads.