5 Top Digital Marketing Strategies That Drive Conversions

Driving conversions is the ultimate goal for digital marketers. Here are five digital marketing strategies you can implement to boost your numbers.

Imagine this, you have a decent website, enjoy a good amount of traffic but zero sales to show. It's as though people come window shopping, then head off to buy elsewhere.

It's a reality for many businesses and an absolute nightmare for marketers.

How are you supposed to meet or surpass your targets if prospects aren't converting?

Now, imagine if you had access to highly effective digital marketing strategies designed to convert site visitors into paying customers. You would grab them, right?

We put together five such strategies to help you along.

1. Conversion Marketing

This strategy uses multiple tactics to encourage window shoppers on your website to make purchase decisions with your company.

The tactics we're talking about include:

• Adding flavor to your CTAs by showing off some benefits. Replace the boring "buy now," or "submit now," CTAs with creative CTAs like "claim your free trial," "Compare features," "take the quiz," "Free 14-day Trial, etc.
• Designing attractive landing pages. Create separate landing pages for your offers and resist the temptation to recycle old ones. Avoid adding links to other pages as this might distract them from taking action on this specific page.
• Enticing prospects with small commitments. A 14-day, 30-day trial or free sample allows prospects to test your offering without feeling pressured to buy. If they are impressed by your solutions, they can make a full commitment.
• Labeling preferred options as "top seller" or "most popular." It piques curiosity and engages the “fear of missing out” emotion, as no one wants to miss out on a good deal.
• Using video to get your message across. Use video to show your products/services in use, share testimonials, and tell your brand story. People are likely to remember the video more than walls of text.
• Ensuring your products/services page contains all the information a potential customer needs to make a purchase decision.
• Optimizing your website. From intuitive page navigation to search functionality, fast loading times, and mobile-friendliness, make your site easy to use.

2. Buyer Intent Marketing

Decades ago, brands generated drove conversion by telling potential customers how awesome their products/solutions were. It was all brand-focused.

Well, the story changed.

Today's customers don't take your word for it. They research solutions that solve their problems.

If you want to thrive in today's business environment, you'll need to put your customers' interests, needs, and wants at the forefront.

This is where buyer intent data comes in.

Buyer intent data tracks a potential customer's digital footprint helping you determine their intentions in the purchase process.

It does this by collecting data such as website visits, clicking ads, downloading information, attending webinars, engagement rates, and email open rates.

This data helps you understand:

• How leads interact with different sites
• Their interests
• The solutions they are seeking
• The topics they are actively researching and the content they are consuming

Armed with this information, you can:

• Increase your content's relevance
• Boost organic visibility by answering queries
• Tailor landing pages to match prospective customers' needs. It will help drive them to the next stage in the buying cycle.
• Curate paid media campaigns informed by search intent thereby improving performance and driving conversions.

3. Cold Calling

Buyers have numerous tools at their disposal that allow them to gather the information needed to make purchase decisions.

Interestingly, research shows that a whopping 71 percent of B2B buyers are open to hearing from vendors when looking for ways to drive stronger results.

A further 62 percent will listen to vendors when they are actively seeking solutions to fix their problems.

Cold calling works. And it's a worthy strategy for contacting prospective customers, demonstrating tangible value, and driving conversions.

Here are practices to consider:

• Not every business on your list is a good fit. Clean up your list so it only contains businesses that potentially stand to benefit from your solutions.
• Do your homework. Crosscheck your solutions against prospective customers' problems and how well you can solve them. This ensures that when making that call, you can offer real value.
• Check historical data to establish which days and hours produced the best outcomes and implement them.
• Make multiple follow-ups. Most people give up after the third attempt, but research tells us it can take up to six calls to win over the prospect.
• Leverage emotional selling. Statistics are good, have a couple handy, but an emotional sales pitch that illustrates how leads may benefit from your solutions can generate better results.

4. Invest in a Lead Generation Tool

Lead generation is about building consumer interest in your offerings. Once you generate leads, you can embark on converting them into clients.

Lead generation tools make work easier by automating lead generation processes and capturing site visitor contact and interests to facilitate further communication.

The best tools integrate with your existing CRM to provide better analytics and performance indicators.

Lead generation tools fall into different categories, including:

• Inbound tools for driving traffic
• Outbound tools for identifying leads and connecting with them through email campaigns, social channels, and phone calls
• On-page tools for capturing visiting your site
• Email marketing tools that run campaigns to move prospects along the buyer's journey
• Search marketing tools for increasing traffic to sites stemming from organic or paid searches.

Benefits of investing in a lead generation tool include:

• Attracting more leads, segmenting, and following them up to accelerate the sales process.
• Generating high-quality leads with a greater propensity to buy.
• Maintaining accurate contact information.
• Reducing lead management mistakes by making timely follow-ups.

5. Email Marketing

Out of all the emails you receive in a day, do you read them all? Probably not.

Why do you click on some and ignore others?

What makes some emails intriguing while others don't pique our interest?

If you knew why, wouldn't you tweak business emails so they attract more readership and conversion?

We have some email marketing tips to help you do that

• Define your strategy. Who do you want to reach? New customers, existing ones, or both? Build your list using lead magnets (downloadable content, video) or via opt-in forms.
• Killer subject lines are imperative. A subject line could be the difference between a person reading your email, or straight up deleting or marking it as spam. People open emails if they consider them beneficial so be sure to communicate this.
• Write for humans. Use a conversational engaging tone, keep paragraphs short, employ bullets, and use images or emojis as needed. Tap into your audience’s emotions by addressing pain points and your solutions.
• Remember to make CTAs contextual. We mentioned this earlier and are emphasizing it here. While subject lines get people to open the emails, it's the CTAs that move them to action. Go for creative CTAs that highlight benefits or create urgency to improve clicks.

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