In our last issue you learned a great offer will convert visitors to leads. And every offer needs a landing page and a call-to-action. Now we’ll share best practices for closing and managing your leads.

[This chart shows the flow of inbound marketing, read more on our blog.]

Your website visitor clicked on your compelling call-to-action and read your clear, concise landing page. But will he fill out your form? That form gives you what you need to follow up.

Tool #3: Simple forms create more response
People can be wary of providing their information. Studies show fewer fields on a form mean more people will fill them out. Ask only for information needed for follow up—3 to 5 fields.

Your goal is to capture leads, so ask for what you need for your sales process. At an initial (top of the funnel) inquiry, just a few essential fields. For higher value offers like a webinar, or to more tightly qualify a prospect (at the middle of the funnel), use more fields to ask for more details.

Tool #4: Track leads to a final conversion
Cultivating your leads is vital. The right software will track all online touches—through email, social media, landing pages, web visits and other offers. (We use HubSpot.) Stay in touch, provide more value and help your lead choose what you have to offer. Tracking analytics will help you see how effective each offer and each communication is.

For example, an email or phone call can suggest, “I see you downloaded our Website Guidelines for Credibility worksheet. If you’re ready to optimize your website for sales, you may also be interested in our Website Effectiveness Scorecard.”

Inbound marketing is a methodology designed to draw visitors to your website, then cultivate the right people into leads. Learn more about the new marketing on our website’s inbound marketing page. You can also download our inbound marketing overview.

Email us or call 503.883.4433 to talk further about turning your website into a 24/7 sales machine.