5 Inbound Marketing Strategies CMOs Can Use to Convert More Leads

Scott Lambert

5 Inbound Marketing Strategies CMOs Can Use to Convert More LeadsEvery month, thousands of businesses discover and implement inbound marketing strategies to improve their lead generation metrics and close more sales. To create a conversion-centric inbound marketing plan for your own business, check out the following five CMO strategies.

1. Develop a Behavioral Email Strategy

Email marketing is a powerful, yet often overlooked inbound strategy. Here's how to take it to the next level with a behavioral email strategy:

  • Create a "top performing page" report to identify your five highest-performing (in terms of conversions) website pages
  • Set up event tracking on each of your top performing pages to measure actions such as call-to-action (CTA) clicks and form completions
  • Conduct a marketing analysis and choose an email automation strategy that fits your marketing plan
  • Implement your chosen automation workflow
  • Periodically measure and test the performance of your workflow, making tweaks as necessary

2. Invest in Conversion Optimization

If you already have a content-offer in place, take it to the next level with an advanced conversion optimization strategy:

  • Analyze each aspect of your content-offer campaign to determine which types of content produce the best conversion rate
  • Optimize your call-to-action, taking special care to improve how it’s worded, where it’s placed, its structure, color scheme and more
  • Optimize each content offer's landing page with a concise description of the offer's value
  • Follow the same sequence with associated forms
  • Analyze the email campaign's current performance and optimize as appropriate to align with your campaign's goal metrics, including open rate and click-through rate
  • Optimize your blog posts for SEO, CTA effectiveness and other factors
  • Analyze and optimize your associated social media campaigns' messaging
  • Schedule your next review

3. Optimize Your Forms

Forms are one of the most important aspects of inbound marketing. Without properly optimized forms, you'll struggle to entice prospects to enter or move through your sales funnel nor will you be able to measure their progress. To optimize your campaign forms, choose your highest-performing form and do the following:

  • Determine the form's place in the buyer's journey
  • Align the form's fields with its place in the buyer's journey
  • Add hidden fields to the form to indicate its place in your marketing campaign - for instance, "marketing qualified lead"
  • Use "smart" fields that change based on the visitor's persona or profile
  • Optimize the aesthetics and content of your form as necessary to align with the rest of your online brand and marketing campaign
  • Repeat these steps as necessary for future forms

4. Set up a Conversion Path to Generate Leads

Zooming out a bit from the details of optimized forms, a clear, comprehensive conversion path is a great way to widen your sales funnel and entice prospects to convert in greater numbers. Follow these steps with a single content offer, and apply to other offers as necessary:

  • Create a landing page to draw prospects into the content offer
  • Create an enticing call-to-action that links to the landing page
  • Place the CTA on the home page of your website (and anywhere else you wish to pull in leads from)
  • Gate your content with a form
  • Create a "thank you" page that displays after the content has been requested

5. Re-engage Dormant Subscribers

"Dormant" subscribers, including past customers, dropped prospects, list members and others, represent a potentially huge source of untapped revenue. If you're serious about drawing wayward prospects back into the fold, follow these steps to re-engage them:

  • Identify all of your inactive blog subscribers based on a set period of time elapsed since their last action
  • Use this information to build an "inactive list"
  • Determine the email campaign you'll use to re-engage them
  • Choose an appropriate email template
  • Create and send your email
  • Automate your email process to save time in the future
  • Measure and tweak your re-engagement campaign as necessary
  • Schedule regular re-engagement emails

Learn More about Conversion-Centric Inbound Marketing Strategies

These five inbound marketing strategies are just the tip of the conversion iceberg. As you get deeper into your inbound marketing campaign and become more comfortable with the tools of the trade, you'll discover a host of new strategies and initiatives that can further improve your lead generation and conversion metrics.

If you're feeling overwhelmed by the amount and detail of resources available to you, you're not alone. We're happy to guide you through your inbound marketing campaign.

Give us a call or contact us online to learn what we do for your company's inbound efforts.

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Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Conversion Optimization, Inbound Marketing

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