How to Convert Casual Web Visitors into Loyal Followers

Houston, we have a conversion problem.

In the current climate of data breaches and over communication, people are more protective of their email addresses than ever. Online forms are seeing a 10 to 20 percent drop in conversion rates across industries.

While people may not readily provide their email address, they still seek information about your organization. They’re out there kicking your tires and poking around your website—even though they’re not exactly raising their hands to be contacted. How can you engage these potential prospects when you don’t know who they are?

Marketing automation to the rescue.

Using a combination of digital ads, landing pages, and email automation, you can move these prospects from awareness to consideration to decision. You can build trust by offering value at each stage of the customer journey. Over time, your efforts will compel them to act by filling out a lead form, attending your event, or joining your organization.

Try one of these three strategies to engage your unknown prospects:

1. Nurture your website visitors.

Using pixel codes, you can track where people spend time on your website. Sometimes you can match the user’s cookies with an email address to send targeted messages and offers. Even if you can’t make an exact match, you’ll gain valuable intel on what your audience is most interested in.

2. Retarget users where they spend time online.

Retargeting means you show digital ads to your website visitors elsewhere on the web. To be effective, you should tailor your retargeted ads based on the type of content your user views, such as pricing information or a specific offering.

3. Follow up on high-quality leads.

Savvy marketing automation includes tracking and scoring your leads to determine next steps for each individual. High-quality leads may warrant extra email communication, a special offer, or even a phone call to convert.

It’s about trust.

Marketing automation is more effective than one-off campaigns because it’s based on delivering value and building trust. Sure it takes more time, but the payoff is worth it: You get a group of passionate, loyal followers who are eager to hear from you and compelled to act, rather than hitting the delete button and moving on. Ultimately, it means people engage with your organization and spread the word about your important work.

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