Once you’ve attracted website visitors, the next step is to convert those visitors into leads/contacts (potential clients) by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer. So in order for your visitors to offer up that currency willingly, you need to offer them something in return! That “payment” comes in the form of content, like eBooks, infographics, templates, slides, docs or tip sheets - whatever information would be interesting and valuable to each of your personas.
Some of the tools in converting visitors to contacts include:
Forms — In order for visitors to become contacts, they must fill out a form and submit their information. Optimise your form to make this step of the conversion process as easy as possible.
Calls-to-Action — Calls-to-action are buttons or links that encourage your visitors to take action, like “Download a eBook” or “Attend a Webinar.” If you don’t have enough calls-to-action or your calls-to-action aren’t enticing enough, you won’t generate contacts.
Landing Pages — When a website visitor clicks on a call-to-action, they should then be sent to a landing page. A landing page is where the offer in the call-to-action is fulfilled, and where the potential client submits information that your sales team can use to begin a conversation with them. When website visitors fill out a form on a landing page for the first time, that visitor becomes a contact.
Contacts — Keep track of the contacts you're converting in a centralised marketing database. Having all your data in one place helps you make sense out of every interaction you’ve had with your contacts - be it through email, a landing page, social media, or otherwise - and how to optimise your future interactions to more effectively attract, convert, close, and delight your buyer personas.