Every Learning Management System (LMS) marketing expert wants to have as many potential customers as possible coming to their company’s website. But this can be difficult. When they do get people to their site, the next difficulty is getting site visitors to click “Contact Us,” “Request a Demo,” or “Subscribe to Newsletter.” But not many people do so. Sound familiar? This situation is all too real.
But let’s think for a minute. What happens when your site visitor does not want to take one of those three actions? Then you have lost the chance to get them to take an action THEY want to take. Which means you might never see this lead again.
According to Hubspot, a lead is a person that has revealed some interest in your service or product. Site visitors convert to leads once you gather some information on them. This can be their name, location, profession, or email.
So what can you do if a visitor is not ready to take one of the typical actions on your site which will help you sell to them? The million dollar answer: help them take an action THEY want to take. Provide customized content and tools that help them give their information. When they read your blog, or look at your site, ensure you are strategically creating and advertising great deals for them (beyond just “Contact Us,” “Request a Demo, or “Subscribe”).
Below are some steps to convert even more of your Learning Management System website visitors into qualified leads:
An offer is any type of useful content that you give on your site. This could be done through whitepapers, ebooks, podcasts, case studies, infographics, images, webinars, video clips, academic overviews, slide shows, and more. The objective of the offer is to give information that resolves the lead’s difficulties or issues. In return for the offer, site visitors need to at least give their name and email address.
Before creating the offer, make sure to identify your target market by producing Buyer Personas. You also need to draw up their Buyer’s Journey. This will help you make content that your site visitors need, which will create a supply and demand to create more leads.
A call-to-action is anything on your site that triggers visitors to do something about it. An example is Oracle’s marketing automation items page that has CTAs like “Start the Conversation” and “Learn More.” You have to make your CTA engaging enough to convert visitors into leads. The most effective CTAs are aligned with the page content and that ask for a specific action. Use exciting graphics, layouts, and colors to make your CTAs stand out. Position your CTA in a popular spot, ideally above the fold. Make sure the CTA goes with the message of the page. If you are talking about “Improving Hospital Operational Efficiency,” don’t have a CTA that is about “Lowering Medical Billing Costs,” as people likely won’t be interested in both.
When your visitors click the CTA, you want them to end up on what’s called a Landing Page. This is a page that describes exactly what your offer is about and how site visitors can benefit from it. It also includes a form to collect information from the site visitors. 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 make a decision. Keep in mind, the better the special or offer is, the more likely they will be to give their information. Lastly, your landing pages should not have any navigation options. This will keep visitors on your landing page until they take the desired action.
Site visitors turn into leads once they have completed and submitted the form on your landing page. You should tailor the forms based on what content is being used. If you are giving a small offer, like a two-page report, the form should not ask for too many details. On the other hand, you can ask for more information when supplying longer content, like ebooks. Making the signup process simple, you should use smart forms for your visitors. Once they click “send” on your landing page, your visitors should get a “thank you” email with a download link for the offer.
To handle leads effectively, you need to have a good CRM like Hubspot. It is a free software application that you could integrate into your site. It will help you understand who is looking at your site, where they came from, and what they are looking at when they get there. With this information, you will be able to target them with the best information via emails and calls. Sending out relevant details will boost your chances of transforming them into buyers.
Having a long list of contacts means nothing if it doesn’t help increase your bottom line. A research study by MarketingSherpa found that more than 70% of leads will never become clients. Continue to send out carefully-crafted Lead Nurturing Emails to your contacts with valuable information until they convert. Ask questions to find out just what they need to know. From time to time, you could test out various offers to see which one produces the best leads.
The website visitor conversion methods above are part of a bigger marketing plan called Inbound Marketing. This approach emphasizes the value of having useful content for your site visitors. Content can then be used to continue to engage those who have converted into qualified leads. Your Learning Management System (LMS) firm could make use of Inbound to bring in brand-new visitors to your website, convert them right into leads, and then nurture them into happy customers.
But this is a lot to do all by yourself. Responsify works with Learning Management System (LMS) marketing professionals to offer strategy, support, and help to carry out these Inbound Marketing tasks and put them right into your existing marketing mix.
If you want to find out more ways your Learning Management System (LMS) firm can turn more of its site visitors into qualified leads, do not hesitate to ask for a free strategy session. We’d be happy to help you identify your current strategies and give you advice on how to make them even better.