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.