LANSING – Turning visitors into leads is not a step, it’s a process that involves many steps. But it all begins with your content. Throughout the entire process, your content is what will keep visitors enticed and inevitable convert them into a lead.

The visitors to your site are at the beginning stages. It’s your responsibility as a business owner, or marketer, to take that visitor through an exciting, engaging sales journey that finishes with a conversion or a sale. How they get there is the process, and along the way, they will be engaging with your content.

Nurturing Your Visitors

You always hear about nurturing leads, but what about nurturing visitors? There really is no line that visitors cross that makes them a lead, so whether you’re nurturing a lead or a visitor is difficult to distinguish. But you should most definitely be nurturing both every step of their journey.

If you step back and look at the entire journey, you’ll see milestones that each visitor hits. After a visit to your site, they join your email list. Then they click on a coupon and finally purchase a product. If you’re really good, that customer will turn into a lifetime customer. This all comes with nurturing that visitor from the start to end. When you’re nurturing leads and visitors, you’re giving them exactly what they need.

By Eric Hammis, courtesy of 3Sixty Interactive

To read the rest of this column, click on https://www.sbam.org/Resources/ArtMID/2980/ArticleID/2470/Turn-those-visitors-into-leads-with-content-marketing