How to Turn Visitors into Buyers?

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A lot of traffic coming through to your website doesn’t have to necessarily mean more customers and sales. There are many factors that influence potential customers’ reactions. Although landing on your website, they are immediately taking off again.

The reason might be your landing page not being in harmony with your inbound marketing efforts. Thus, it has no focal point. In other words, that what you are offering isn’t strong enough and sign up forms are long-winded.

In this article, we are guiding you through the process of how to turn your visitors into buyers. 

What is Inbound Marketing?

Marketing has never been more confusing. We have content marketing, inbound marketing, influencer marketing, event marketing, email marketing and many more. Hence a lot of them to consider for your company.

Inbound marketing is a critical component of the new rules of marketing.

We all know how essential it is for companies today to get active in online communities. It’s necessary to create compelling and valuable content and distribute it through a variety of online channels.

Inbound Marketing is about getting found online, through search engines and on sites like Facebook, YouTube, and Twitter. It promotes earning a prospect’s attention, as opposed to renting it by buying lists, attending trade shows, buying ads or making cold calls.

It has a systematic approach to turning those anonymous visitors into leads, then nurturing those leads to buyers. All along the way, it provides real-time data and insights that you can use to continuously improve performance and results.

Related: Inbound vs. Outbound Marketing: Which Is Better?

Can You Do Inbound Marketing Without Content Marketing?

While content marketing doesn’t include email marketing, event marketing, or some other type of marketing, inbound marketing includes almost all of them. Among a variety of diverse marketing tactics, it even includes content marketing!

Simply imagine content marketing was a football field, inbound marketing would get you to the 35-yard line.

Definitely critical, but hard to score from that distance.

Additionally, Inbound Marketing helps companies adjust their marketing to better fit the way today’s buyers are purchasing products and services. It’s for people who don’t want to be interrupted or bothered with a content they aren’t willing to see. Thus it doesn’t attempt to interrupt people who are mainly not interested in your product or service. Instead, it includes tactics that help you to be seen by those who are looking for something associated with your company.

The Content Marketing Methodology

The Inbound Methodology is the best way to turn strangers into customers and promoters of your business. The graphic below shows the step by step approach of what you need to do to convert website visitors into customers.

Picture 1. Steps how to convert website visitors into customers

A brilliant landing page, combined with a ‘converting funnel,’ is usually the backbone of a profitable online business. Using a landing page, you can gather leads, and, using your funnel process, you can subsequently turn those website visitors into customers. Here is the insight of each stage with the main highlights.

Not familiar with the importance of good sales funnels? Read The Beginner’s Guide to a Sales Funnel.

Attract

Before you start with the content marketing strategy, ask yourself these questions:

Who do you want to attract? What do they search for?

What type of content are they interested in?

They might help you to be quite clear with your target audience and set your long term goals.

A perfect way of attracting visitors and turning them into users is your blog. Adjust it to the preferences of your target audience and write about blog posts accordingly. This will help to rank your articles by key phrases and allow people to easier find your website. Once someone is reading your blog you can start the convert stage to turn them from a visitor into a lead.

You can also include infographics on your blog as they condense statistics and information into a flowing image that is engaging and sharable. Another way the Infographic can be used to attract more of the right people to their site is through outreach. That’s the process of speaking with these relevant bloggers and publishers with the aim of getting the infographic featured on their website.

Finally, use social media to share your appealing content that will link back to your website. The more shares, the more likely you will build your audience.

Picture 2. Attracting visitors

Convert

Hard truth is that 98% of the people who visit your website won’t convert. That’s to say, if you’re getting 100 visits per week, you might get two conversions. Hence there you need a method to capture visitors in some way.

Firstly, make sure that their way of having found you is reflected in the landing page. If they clicked through from a blog about a special feature you have to offer, make sure it takes them to a page that reflects this with a Call to Action for them to get it.

CTA is the heart of a conversion action. The better the CTA, the higher the conversion rates.

For the sake of clarity, let’s assume that the CTA is a button. But what exactly is a “good” CTA? It should be a non-generic, simple and not double sensed button. CTA like “Buy Now” has been seen a million times before, thus are not good.

Picture 3. Call to action

An extremely famous study by Nielsen & Norman found that most internet users eyes move across a website in a ‘F’ pattern.

Picture 4. F-shaped pattern

You can use this information for strategically placing your CTAs in the right location where most people will be able to notice them.

Close

Now that you have captured their details it’s time to start the nurturing process to turn them into customers. The ways to do this: email marketing, blog management, and social media.

Email marketing allows you to deliver the right information to the right person at the right time. Send to contacts relevant information about your product or service, highlighting why you are better than your competitors and reasons why they should buy.

Create memorable content your prospects can share with their friends and family by using a variety of content formats — like video — that your prospects prefer. Make your service irresistible and when they are ready to buy you will be the company they consider.

At this stage, blogs and social media are also recommended. Create content relevant to people. They need something more specific in order to make a decision to purchase. Make your blog more appealing and specify it to what they might be interested in. Also, on social media, share content that will prompt those people closer to making a sale.

Delight

At this stage, you have the sale. However, you are now attempting to have a happy customer who will be returning to your site. Someone who would share their experience with your product or service with others.

Inbound marketing can help you to delight your customers into a return sale. It’s a key to getting and keeping and turning them into promoters of your business. Thus it’s ideal to use advanced strategies to help your customers to utilize what you sold them. Increase customer lifetime value, by creating up-sell and cross-sell opportunities. Come up with advice or tips on how to get the best of the product they have purchased.

Turning website visitors into customers should, therefore, be quite simple. Especially if you plan the content in the right way. As an inbound marketer, your goal is to attract new prospects to your company, engage with them at scale, and delight them individually.

Conclusion

Most business owners want to know how to convert website visitors into customers. After all, they’re in business to make money. However, it’s not always as simple as putting up a website and crossing your fingers. In fact, that rarely works.

There’s just too much competition and noise on the Internet. So, always be testing this stuff, and always be making improvements. Obviously, it takes work, but that’s how you’ll bump up your conversion rate and get your users to buy.