Designing the steps for your buyer to proceed towards engaging requires an attention to key steps.  Focusing on the nuance of your buying system from the perspective of your buyer determines whether they will proceed down a process which works or is wanting.

Marketing Automation System Steps

Assume that any visitor to your landing site is disoriented.  Convention helps them to understand that there is a navigation pane and they can read your site like a brochure.  This is a good self-service option for the typical site.  Within our marketing strategy consulting, we want to ensure the buyer’s experience is guided down a specific pathway or set of pathways.  There are three areas to focus the design of your marketing system on: decision points, value propositions, call-to-action.  These will help to measure and build trust.

Decision Points

In order for your marketing automation system to be effective, your landing site should be well targeted for a specific buyer profile.  Present the buyer with either one or a few decision points.  There should be a click that is specific which you desire.  Limit each page to as few clicks as possible and ensure the layout of the page lends itself to the desired action.

Value Propositions

Your buyer is initially looking to become educated.  Help educate them through your marketing automation system so they can understand how your industry, market and product work.  Allow them to be comfortable to ask the right questions when they are ready.  Empowering your buyer is a powerful way to build trust and goodwill.  You are delivering value in doing so.

Ensure your value proposition is packaged in a high quality and digestable fashion.  Videos, white papers and articles are mediums which need to have both content and design elements to engage the buyer.

Call To Action

The call to action must be specific and readily available.  It can be in subsequent landing pages or within autoresponse emails from your marketing automation campaigns.  Regardless, ensure the call to action is clear and definite.  Often this is a request for a consultation or ordering a product or service package.

Be careful of making the call to action a large step.  It should be proportional to the amount of trust you have at the step in the marketing automation process your buyer is in.

Inbound Marketing Consulting Best Practice

The best practice is to put yourself in your buyer’s shoes and deliver proportional value and next steps according to the trust being built.  Your buyer is getting to know you.  Date them without pressuring them and you will find a natural progression in trust.  By the time the call to action is taken, it is because your system nurtured with effectiveness.