Every EdTech content marketing professional intends to have as many qualified leads as possible visiting their firm’s website. Doing this is no easy task. When individuals do get to their website, another difficult step is getting these visitors to “Contact Us”, “Request a Demo” or “Subscribe to Newsletter.” The issue is how few individuals, in fact, do so. This trouble is all too common.
What happens if your website site visitors do not want to choose from these three generic options? By limiting them to three options, you’ve taken away the possibility for them to act as THEY desire or want. You assumed things and accidentally eliminated a lead that will likely never return.
According to HubSpot, a lead is somebody who has revealed some form of passion for your service or product. Site visitors convert to leads once you gather some information about them. This might be their name, place, industry, or email address.
But what can you do if a visitor is not prepared to take the usual steps on your site tailored to help YOU sell to them? The million dollar response is that you help them get to an action THEY wish to make. Provide customized content and devices that help them to find out more information. When they read your blog, or are just searching to learn more about your firm, make certain you are purposefully developing and advertising premium deals for them (beyond “Contact Us” or “Request a Demo” or “Subscribe to Newsletter”).
An offer is any valuable content that you provide on your site. This can be through white papers, ebooks, podcasts, case studies, infographics, images, webinars, video clips, academic overviews, slide shows, and much, much more. The purpose of the offer is to supply specific details that resolve the potential customers’ difficulties or issues. In return for the suggestion, site visitors should be required to at least provide their name and email.
Before creating an offer, put in the time to specify your target market by building particular ‘Buyer Personas.‘ On top of that, you should draw up their ‘Buyer’s Journey.‘ This will certainly help you to develop content that your site visitors need, creating a supply-and-demand effect to generate more leads.
A call-to-action is anything on your websites that asks your visitors to take action. An example is Oracle’s marketing automation products page has CTAs such as ‘Start the Conversation’ and ‘Learn More.’ You should make your CTA inviting enough to convert site visitors right into leads. The very best CTAs are those that are aligned with the page content and demand a particular action. Using fascinating graphics, styles, and brilliant colors will make your CTA stand apart on your page. Put your call to action in a prominent position on your page, ideally above the fold. Above all else, ensure the the CTA that appears on a page is relevant to the content on the page itself. If your message has to do with “Improving Hospital Operational Efficiency,” do not have a call-to-action regarding “Lowering Medical Billing Costs,” as there’s a little possibility the visitor want to know about both subjects.
Preferably, when your site visitors click the CTA, they should be taken to what is known as a Landing Page. This is a page that describes exactly what your offer is about and precisely how site visitors will benefit from it. It also features a form to collect visitors’ contact info. For optimum performance, keep your landing web pages as short as possible (see the Halogen landing page). Site visitors need to have the ability to read the page quickly, and make a decision just as quick. Keep in mind, that making the offer unique increases the likeliness leads will provide their contact info. Lastly, your landing web pages should not have navigation options on it. Doing so will keep site visitors on your landing page and will eliminate the possibility of visitors clicking away to various other web pages of your site.
Site visitors have become leads once they complete and send the information on the landing page. You need to personalize the forms that you website uses according to the content being used. If you’re using a small amount of content, such as a two-page record, the form should not ask for too much info. On the other hand, you could request even more information when supplying more extended content, such as ebooks. To make the signup process even simpler, make use of smart forms, which can be automatically filled out when visitors click a field. Once they click ‘send’ on your landing page, your site visitors should instantly receive a ‘thanks’ email along with a download link for the offer.
To take care of leads correctly, you will need an effective CRM such as HubSpot. It provides free software that you could easily implement into your site. This type of software will make it incredibly easy to see who is visiting your website, where they originated from, and what content they are looking at on your site. With these details, you will have the ability to target your leads with the best information through emails and calls. Sending out pertinent info regularly will improve the chances for you to convert leads into customers.
Having a lengthy list of contacts is meaningless if it does not enhance your bottom line. Current research by MarketingSherpa found that more than 70% of leads never converted into becoming a client. Continue sending out thoroughly developed Lead Nurturing Emails to your calls with useful information until you begin to see more conversions. Ask questions to figure out exactly what you leads want to know about. You also may want to consider trying out different kinds of premium offers to see which offer generates the most qualified leads.
The website visitor conversion tactics described above are all elements of a larger marketing technique called Inbound Marketing. This technique emphasizes the significance of having appropriate and beneficial content for your website visitors. Content can then be used to keep your qualified leads engaged with your brand. Your Education Technology (EdTech) firm could make use of Inbound to draw in brand-new site visitors to your website, convert them right into leads, and nurture these leads into devoted customers.
It could be challenging to do all this alone. Do not sweat it. We right here at Responsify companion with Education Technology (EdTech) content marketing professionals to offer strategy, support, and assistance in implementing these Inbound Marketing techniques into their existing marketing mix.
If you’re ready to help from your Education Technology (EdTech) firm to reveal its site visitors and produce qualified leads, do not hesitate to ask! Contact us for a free strategy session. We’re delighted to spend time with you examining your possessions and breaking out insights and suggestions to guide you in the right direction.