Customers Can Smell Advertising a Mile Away

So instead of hitting them with a hard sell, smart marketers woo prospective customers with gentle tips that position you as a subject matter expert. In 2010 I coined  a phrase, Web Candy, to describe putting attractive offers on your web site to encourage visitors to trade their email address for content.  I saw it as a great way to build an email list comprised of people who were actually interested in what you were selling.

A few years later Hubspot outlined a formal process which they called Inbound Marketing.  Suddenly everyone was making offers, building landing pages and automating drip email campaigns. Why?  Because the process works as you deliver relevant information to prospective customers in a systematic method that moves them through your sales funnel. Over the years I have experimented with lots of formats, tested alternative offers and learned from some of the best in the business on how to make the most of an Inbound Campaign.


Today, I teach business owners how to build their own Inbound funnel, and love sharing tips in my podcast and in conversations with other marketing pros.

Recently, I had fun recently sharing one of my favorite success stories with Jennie Wright , host of the Acquire podcast

The Inbound Process.

Moving prospects through your sales funnel is easy, when you have all the pieces in place. 

The Offer

A great auto response campaign starts with an exchange, you offer something of value to a prospective customer, and in return, they give you their contact information. What can you trade? The short answer is anything; any information a prospective customer might be interested in.

The Landing Page

The landing page is your opportunity to convince prospective customers to say yes, I want that. A landing page it is a single purpose page. Your visitors are not going learn anything else about you. That information will simply distract them from completing the submission form

Conversion Tips

You’re spending a lot of resources to drive traffic. But are you converting traffic to prospects? If you’re not getting people to fill out your conversion forms there are a few things you can do to improve the effectiveness of those pages

The Right CTA

Once someone starts to fill out your form, you want to be sure they take that last step to submit the form and access your web candy. But people don’t like to "submit". Try this variations for submission buttons that drive action.

Conversion Page Tips

A good landing page, is the last step in your inbound campaign designed to drive prospects to your website through ads, social media and cross promotions.  The goal is to offer something of value in exchange for their contact information.

Sounds simple and it is when you build the right page and the right offer. Learn all the tricks to building compelling landing pages with our FREE Guide To Conversion Pages.