Every remote monitoring and family care management marketer wants to have as many leads as possible visit their website. This can be a challenge. Then, the website must get users to sign up for the “Contact Us,” “Request a Demo,” and “Subscribe to the Newsletter” sections. Unfortunately, a very small portion of site visitors will actually do this. Does this sound like your situation? You’re not alone.
Here are some remote care monitoring tactics to help convert website visitors to leads.
Think about it. What if the visitor doesn’t intend on signing up for one of those three options? Then you have lost the chance to get them to take the action they want, and you have lost the opportunity to get a new lead.
HubSpot defines a lead as someone who has expressed some sort of interest in your service or product. You can transform a site visitor into a lead by obtaining some information from them, like their name, location, job, and email address.
So what do you do if a site visitor isn’t ready to take the next step provided for them to help you sell them? The million dollar response: help them take the next step that THEY want to take. Provide customized content and tools to fulfill their needs that requires their information. As they read your blog, or are browsing through your site, make sure to strategically offer premium opportunities for them to sign-up (that go beyond simply “Contact Us,” “Request a Demo,” or “Subscribe to Newsletter”).
An offer is any type of content on your site that provides value to the visitor. This could be done through white papers, e-books, podcasts, case studies, infographics, pictures, webinars, videos, academic overviews, and much more. Offers are made to provide a solution for the specific issue of the viewer. In return for the offer, site visitors must supply at least their name and email address.
Before you develop these offers, spend some time creating Buyer Personas.
Prior to producing an offer, put in the time to specify your target market by producing details Buyer Personas. You should also create their Buyer’s Journey. This will help you develop content that your visitors will want and need, which will increase the likelihood they will turn into leads.
A call-to-action is anything on your site that motivates visitors to take the next step. A good example is Oracle’s marketing automation tools page that includes CTAs like “Start the Conversation” and “Learn More.” Your CTA needs to be appealing enough that the visitor will want to sign up You can use engaging graphics, design, and colors to make your CTA stand out on your page. Place your CTA in a noticeable spot, ideally on top of the page. Most importantly, make sure the CTA is relevant to the page’s content. If your message has to do with “Improving Hospital Operational Efficiency,” don’t have a CTA that talks about “Lowering Medical Billing Costs,” as it’s not likely the visitor is interested in both topics.
When your site visitors click the CTA, they should be taken to a Landing Page. This page goes into more detail about the offer and explains what site visitors will gain from it. It also is used to obtain the visitor’s contact information. For the best results, keep information on your landing page as brief as possible (see the Halogen landing page). Site visitors should have the ability to look at the information quickly and decide. Keep in mind, the more useful and unique the offer, the higher the chance users will give their information. Last, your landing pages should not offer a navigation option. This will keep users on the landing page, not allowing them to move on to other pages and increasing the chances they will enter their information.
Site visitors become leads once they complete and turn in the information on the landing page. You should customize these forms based on what is being offered. If you’re offering a small incentive, like a two-page report, the form should not ask for extensive information. On the other hand, asking for more information would be acceptable for bigger offers, like e-books. To simplify the form process, use smart forms that automatically update when visitors click on the fields. After they submit, be sure to send the individual a “thank you” email with the link to download the offer.
Use a CRM like HubSpot if you want to manage your leads efficiently. HubSpot software is free and can easily be added to your site. This will help you evaluate who is visiting your site, how they found you, and what they are looking for. You can then use this information to better target them with appropriate content and resources via email and calls. This will boost opportunities of converting leads into buyers.
Having a long list of phone numbers means nothing if they don’t help increase your revenue. A MarketingSherpa study found that more than 70% of leads never turn into customers. Continue sending out strategic and targeted Lead Nurturing Emails to you leads with important information until you start to see conversions. Check in with them to find out exactly what they need. with valuable details till you see some conversions. Inquire inquiries to figure out exactly what they need to know. You can also test different offers every once in a while to see which one produces more sales.
The site visitor conversion steps above are all part of a bigger marketing method called Inbound Marketing. This approach emphasizes the value of having quality and relevant content for your website visitors. Content can be used to engage those who have converted into qualified leads. Your remote monitoring and family care management business could use Inbound Marketing to bring in new visitors to your website, convert them right into leads, and nurture them into devoted customers.
These strategies are hard to implement all on your own. Luckily, Responsify works with remote monitoring and family care management online marketers to offer strategy, support, and implementation assistance to add these Inbound Marketing tasks right into their existing marketing mix.
If you’d like to learn more about these methods to help your remote monitoring and family care management firm turn even more of your site visitors into qualified leads, please call us now for a completely free strategy session. We would be happy to work with you to evaluate your current systems and offer free ideas and advice to help boost your operations.