Simplicity isn’t enough — clarity (pun intended) is where it’s at. Think about how people interpret the objects on a screen. What are they thinking about, what moves them, what frustrates them, what makes them happy? The right call to action, the right content positioned and optimized to be found, the right design decision, the correct steps that guide the user experience all make a profound difference.
Successful inbound marketing depends on setting clear actions for your prospects to respond to. Determining what content will provide the most interest to prospects and the corresponding behavior you wish to elicit is essential. However there is more to it than that. You must think through the “what if’s” and the logic that corresponds with every customer interaction determining what happens next. This is the challenge for every inbound marketing agency, to take the complex, bring clarity — and make it simple to drive the next interaction.
Consider the following scenario: Your prospect receives a nurturing email, clicks on a featured article, spends 3.17 minutes reading the article, clicks to download a featured resource (whitepaper) that is within the article on the landing site, and then leaves. The article was purposely mapped to align with the buyer’s journey, but the whitepaper request indicates a potential sales handoff. The time spent reading the article is past the 3 minute mark which shows above normal interest in the information. When you review the prospect’s activity history, you see a trend of increasing time spent reading several content resources delivered as a result of campaign nurturing triggers, all designed to monitor their interests and activities. Bringing clarity to your prospect’s buying process and aligning it with your selling process is the key to determining hot sales leads.
Good Interactions Lead to Conversations
Potential sales leads are a result of excellent choreography. Timing, trust, value, content, and delivery — all in sync create sales conversations.
Keeping it simple and bringing clarity to your interactions will bring great results.