Though you might consider yourself an expert on all things marketing, the number of different options out there are endless. As a business owner, one of the most important kinds of marketing to know and use is conversion marketing. Conversion marketing refers to tactics that encourage customers to take specific action–“converting” browsers into buyers of your product. This often isn’t as easy as it may seem, but it’s entirely possible when you take the proper steps.
Capture the Right Target Market
Before anything else, you must decide on the right target market for your business. A good first step to discover your audience is to take a look at the process you go through when searching for a product. Presumably you Google a few keywords, scan the first page for the link you want, then click on it. If the results are what you hoped for, purchasing the item is likely to follow.
This is the same pattern you want your potential buyers to take in hopes that they turn into converted buyers. Figure out what it is that people search for when looking for products like yours, and adapt your findings to your website.
Understand the Lead Conversion Path
Before you can hoan in on your specific converted buyers, the pool of potential converts should be rather large, depending on how well you advertised to them. This is a good way for you to weed out those who don’t seem interested and those that are. Retargeting comes into play here. Retarget marketing can help you keep your brand in front of bounced traffic after they leave your website. Those that decide to come back and complete the transaction are obviously interested in continuing their business with you, which makes them a quality customer. Those that don’t respond to retargeting likely don’t want to purchase any of your products, which allows you to move onto the ones that definitely do.
Don’t get frustrated if it feels like the lead conversion path isn’t going in your favor. It would greatly behoove you to connect to Google Analytics, a free tool that tracks and reports website traffic. It has multiple uses that can help you better understand your sales conversions, quality leads, and overall website.
Achieve Lead Quality Over Lead Quantity
When it comes to conversion marketing, always remember that quality is more desirable than quantity. Sure, numbers are great, but you can still generate the same number of sales by retargeting customers who have already shown interest in your product. As mentioned, retarget marketing can help you keep your brand in front of bounced traffic after they go away from your content, platforms or website, which is useful here. If someone put items in their shopping cart but abandoned the purchase, you can retarget them by reminding them their stuff is still there. On top of that, you can send them a triggered special offer to encourage them to complete the transaction. Another way to get a customer to come back is to remarket the items they viewed on another site. For instance, if they put a purple shirt in their cart but didn’t purchase it, remarketing will make the shirt show up on the sidebar of various other websites they visit.
The point is to reel customers back in to seal the deal. The more people you successfully convert to customers, the more time you can take to harvest those quality customers, keeping them coming back.
Integrate your CRM Database and MAP
Don’t let these acronyms scare you; they are essential components to conversion marketing. CRM stands for Customer Relationship Management and MAP stands for Marketing Automation Platform. Integrating these two ensures the following:
- Higher number of lead generations
- Higher number of quality lead generations
- A better and more well-rounded experience for the user
- Important and accurate data all in one place
A lead generation is the action or process of identifying and cultivating potential customers for a business’s products or services. The more of these you obtain, and the higher quality they are, the better off you will be. The same goes for user-friendliness. A customer will be more inclined to visit a site that makes sense to them, and integrating CRM and MAP make that slightly more possible. All of this combined gives you all the information and data from both sides needed to run a successful business.
Don’t Stop Branding
Branding is the promotion of a particular product or company by means of advertising and distinctive design. Simply put, continue to make your brand seen and heard in ways that are appealing to consumers. People like eye-catching things; whether that entails cool designs, memorable slogans, or silly mascots is up to you. Listen to what your customers like and want, and adapt to their interests.
Never Fail to Follow Up
This might seem like an easy step to mess up, but don’t be fooled. Though your first thought might be to take the money once your customer has paid and call it a day, don’t. Take the time to write a thank you note, send an email enticing them to come back and shop again, or reward them with a coupon. There are so many ways to show that you appreciate your business, and if you do that, they are likely to leave positive reviews, tell their friends, and shop again.
The world of marketing is vast, and it’s important to remember to stay on your toes. Conversion marketing is one of the most surefire ways to convert browsers to buyers and generate quality leads. Adopting conversion marketing into your everyday website analytics will generate more quality leads and get your business running faster.
We’d love to hear your thoughts on all things conversion marketing! Contact us today!