8 Ways Inbound Targeted Campaigns Can Boost Your Conversion Rates
If you want to build a website that converts well, you need to be a hypnotist!
Your attention-grabbing (and attention-averting) techniques should be able to guide visitors' hands smoothly towards a goal action. It's your job to foresee the user's thought journey. From the initial desire for sneakers, lipstick, or a ceiling fan, to them browsing your website for options to finally, adding to cart.
When inspecting the inbound marketing vs. outbound pestering, it becomes obvious that the former is more sly and cunning. While outbound marketing implies reaching out to prospects proactively, the inbound alternative centers on creating and distributing content that draws prospects in.
The definition of inbound marketing implies generating valuable content in line with the needs of your target audience. If you have already developed an inbound targeted campaign – congratulations. Now you have to take the necessary steps that ensure your visitors actually convert.
Well-structured on-site targeted campaigns are a vital part of a solid inbound marketing strategy. They help boost your conversion rates by showing customized messages to existing visitors.
Here are eight ways that you can use your inbound targeted campaigns to boost your overall website conversion rates.
Number 1: Incentives for Non-Buying Visitors
If you have an eCommerce store, the chances are that you are all too familiar with customers bouncing before they complete a purchase. Do not be discouraged! You have a chance to intersect their exiting process with an opportunity. Remember! You are in control. Before you allow a customer to exit, offer them an incentive to get them to reconsider leaving. Free shipping or a discount on a purchase are some of the best inbound marketing examples.
If you are playing the long game, on the other hand, aim to collect the visitor's email address. This way, you will be able to communicate with them later on and try and encourage the sale. Even if the visitor decides not to make the purchase at that time, their contact information gives you the ability to contact them, and win them over later on.
Number 2: Inbound Content Marketing, Provide Value
So, you made sure your website is filled to the brim with valuable content. In fact, you feel confident that visitors want to hear what you have to say. Too bad they likely won't get get the chance. A targeted campaign can offer your visitors relevant content, reflecting their on-site behavior. And what is inbound marketing, if not making sure your content aligns with customers' needs.
For example, a visitor who typed in “Laptop” in an eCommerce site will find a menu with laptop offers. But along with this, they might get a chance to read a blog post titled “How to choose a laptop.” Zoom Engage can help you do just that, by adding the “Pages visited” rule to identify the visitors who accessed the pages from the “Laptop” segment.
You may also take this a step further. In addition to providing valuable information on your website, try to recommend other content similar to what you have already published. Doing so will also likely result in backlinks, ultimately leading to more page views. The more visitors, the more likely you are to gain quality customers and complete the conversion process. Remember that when you go about providing outbound links you should always open the link in a new tab (mark “open in new window” checkbox).
Number 3: Lead Generation
When you have an effective inbound campaign for your website, you are much more likely to receive quality leads. When visitors become engaged and interested in what you have to offer, they will be more willing to leave their contact information. This provides you with an opportunity to contact them later on, offering additional products or services that they have expressed interest in in the past. If in-page forms didn’t capture the lead then be sure to show a targeted exit-intent popup before they leave. Make sure to exclude visitors who have already left their details.
The key to gaining a quality lead is not allowing it to go cold. You have to keep visitors occupied by regularly sending information on how you are different, what you have to offer, and the benefits of your services or products.
Number 4: Create and Distribute a Newsletter
While getting targeted traffic can take time, when you have a successful inbound campaign, visitors and traffic you receive should not be ignored. If these individuals are not offered any type of new information, chances are they will not continue to be engaged. Creating and distributing a monthly or even weekly newsletter is a great way to keep prospects engaged while offering information about what is going on with your website. This can include new developments, new products, or even some type of incentive to come back and make a purchase. The key is to offer value to these individuals that will keep them interested in what you have to offer.
Number 5: Establish a Social Media Presence
Why is social media such a significant part of inbound marketing? Well, meeting your customers where they are at is always a good idea. And with an average of 147 minutes per day spent on social media in 2022 according to Statista, it seems like social media are all the rage. It is one of the most time-consuming activities that virtually everyone participates in each day.
A prominent social media presence helps you engage audiences during their online leisure time. Simply add social media icons leading to Twitter, Instagram, Facebook, or TikTok to your website posts and email signature. Be sure not to overwhelm your website visitors with mentions of your social media, though. Once they start following your social media pages, you can provide further incentives and information that will increase the odds of converting prospects into customers.
Number 6: Utilize Re-Marketing Strategies In-Site
There is no question that re-targeting is a marketing tool that you should already be using. Still, other than off-site re-targeting, you should also consider the benefits of in-site re-targeting. This is when you pinpoint the interest that a certain visitor has and then use greeting bars or call-to-action to highlight it. The interest might also include a product, a service, or a topic. This is one of the most effective ways to ensure a visitor actually converts.
When a visitor receives a customized message, they will feel special and important, which will make them much more likely to make an actual purchase. Customized targeting like this can also be used on days that are determined to be more profitable for your website.
Number 7: New Visitor Versus Returning Visitor Incentives
It may be a good idea to offer different incentives for new visitors versus returning visitors. Why? The answer is simple. When new visitors come to your site and see an incentive, if it did not get them to convert the first time, the chances are it won’t work any other time either. This means you need to have a set of different incentives for those returning to your site. While new visitors can all be presented with the same incentive when they come back, it is for a reason and you need to show your uniqueness and what really sets you apart from the competition.
Number 8: Consider Different Sign-Up Processes for Desktop vs. Mobile Visitors
When people are using mobile devices to visit your website, chances are that they are not going to want to spend much time filling out forms. This means that you need a simple opt-in process for users that are on their mobile devices. Once you capture email addresses, you will be able to send additional messages reminding visitors to opt in for other information later on, when they are on their desktop or laptop. In addition to having an easy process for “opting in,” you should also be sure that you have a mobile-optimized site. This will make browsing what you have to offer much easier, giving you a better chance of converting visitors.
When it comes to getting visitors to your website to convert it takes time and effort. One of the most difficult parts is creating the targeted campaign, to begin with so make sure you use a dedicated tool that can make it simpler. Once this is completed, making the most of it is essential if you want to see real conversions – and profits – from your website. Using the tips here you can increase the conversions you have on your site, which will make your efforts worthwhile. There is no reason to let your time and money go to waste when it comes to your website. You have to make your value apparent by targeting your customers in ways that will appeal to them. Keeping this in mind will help you remain relevant to your customers and keep them coming back time and time again to see what new things you have to offer.