Every B2B Software online marketer wants to have as many leads as possible looking at their company website. Turning technology website visitors into leads can be difficult. When they get people to their site, the next hurdle is getting them to “Contact Us,” “Request a Demo,” or “Subscribe to a Newsletter.” But, many people don’t do this. Sound familiar? Sadly, this happens a lot.
What happens if technology website visitors don’t want to take one of these three actions? Then you have lost the opportunity to take the action they want to take. You have then lost a lead that will likely not return.
According to Hubspot, a lead is a person that has revealed some interest in your services or product. Site visitors convert to leads once you gather information from them. This could be their name, place, industry, and email.
So what can you do if a visitor is not ready to take one of the usual activities on your site helping you sell to them? The million dollar solution: help them take an action they want to take. Provide customized content and tools that require them to give their contact information. When they read your blog, or are trying to find out more about your company, make sure you are strategically developing and advertising great deals for them (beyond “Contact Us,” “Request a demo,” or “Subscribe to newsletter”).
Here are some steps to convert even more of your B2B Software technology website visitors into qualified leads.
An offer is a type of helpful content that you give on your site. This can be through whitepapers, ebooks, podcasts, case studies, infographics, photos, videos, and webinars. The objective of the offer is to give details that help solve your leads’ issues. In return for the offer, site visitors should give at least their name and address.
Before making the offer, take time to specify your target market by producing Buyer Personas. You should also draw up their Buyer’s Journey. This will help you produce content that your site visitors need, which will help you create even more leads.
A call-to-action is anything on your site that triggers visitors to take a desired action. An example is Oracle’s marketing automation page that has CTAs like “Start a Conversation” and “Learn More.” You have to make sure your CTA is enticing enough to convert site visitors into leads. The most effective CTAs are those aligned with the page content and encourage action. Use engaging photos, layouts, and different colors to make your CTA stand out. Put your CTA in a good spot on your page, ideally above the fold. If your blog is all about “Improving hospital operational efficiency,” don’t have a CTA about “Lowering Medical Billing Costs,” as there is little chance people will be interested in both.
When your site visitors click the CTA, they should be taken to what’s called a Landing Page. This is a page that showcases exactly what your offer is and how technology website visitors can benefit from it. It also features a form to collect visitor information. For optimum performance, keep your landing pages as brief as possible (see the Halogen landing page). Site visitors need to have the ability to glance quickly and decide. Keep in mind that the more unique the offer, the more likely they are to give their information. Your landing page needs to remove the navigation section. Doing so will keep site visitors on the page until they take the desired action.
Site visitors convert to leads once they fill out a form on your landing page. You should tailor the forms based on the content provided. If you are providing a small offer, like a two-page record, the form should not ask for too many details. On the other hand, you can ask for more information when providing longer content, like ebooks. To make the signup process easier, use smart forms that populate automatically. Once they click “submit” on your landing page, your site visitors should get a “thank you” email with a download link to the offer.
To manage leads successfully, you will need an effective CRM like Hubspot. It provides free software that you can add to your site. It will help you identify who is looking at your site, where they came from, and what they are considering on your site. With this information, you will have the ability to target visitors with ideal content in emails as well as calls. Sending relevant info regularly will boost your chances of transforming them into buyers.
Having a long list of contacts is meaningless if it does not increase your bottom line. Current research by MarketingSherpa found that more than 70% of leads never turn into customers. Keep sending them strategically-created Lead Nurturing Emails to your contacts with helpful information until they convert. Ask questions to learn about what they need. From time to time, check which offers are performing the best.
The site visitor conversion steps detailed above are a part of the larger marketing approach called Inbound Marketing. This approach emphasizes the need for having relevant and informative content for your site visitors. Content can then be used to engage those who have not turned into qualified leads. Your B2B Software firm could use Inbound to bring in new site visitors, convert them into leads, and nurture them into faithful customers.
It can be tough to coordinate this on your own. Responsify works with B2B software online marketers to offer strategy, support, and help in carrying out these Inbound Marketing steps into their marketing mix.
If you want to go over ways to help your B2B Software firm turn even more of its site visitors to qualified leads, don’t hesitate to ask for a free strategy session. We are happy to help you examine your methods and give advice on how to take them to the next level.