Marketing is full of more jargon than ever before. Net Promoter Score. Data-Driven. CRM. CMS. CPM. It’s a little-known fact that most marketing professionals can make it through an entire day without ever using actual words.
One that can be difficult to grasp is “conversion-focused marketing.” It sounds like something a religion does, not marketing. So, what is it and what does it mean?
Conversion-focused marketing is a web-based marketing term that measures the number of visitors to your website that complete the task you intended them to complete.
For example, let’s say you have a website that sells clown shoes. A conversion rate is the percentage of visitors to your website that buy the clown shoes you’ve advertised divided by the number of visitors your site hosted. Conversion rates are relatively low percentages, but they measure real results.
That is what is so great about conversion rates – they measure something real. When you tell a VP a hard number of people that lead directly to revenue you’ve unlocked the key to bigger budgets, more respect and more opportunity at your organization.
Conversion marketing tends to be a website term, but we think it’s a great way to think about your marketing strategies and tactics.
Here’s a simple framework:
Define your goal—Like, say, selling clown shoes (Why do you do this?)
Identify your audience – Who are they, what do they do and what do they want? (We’re hoping it’s clown shoes)
Create a clear pathway – Your marketing communications should create a clear, simple path between your audience and your shared goal (Could they drive a tiny car packed with clowns down it?).
This is Marketing 101, but sometimes our messages get complicated as different departments and different goals compete for our audience’s attention. Our audiences see enough noise already – are you adding to that noise or providing simple, clarity?
D. White & Company believes in most cases, one communication should clearly achieve one goal. So, when we talk about conversion marketing, what we’re really talking about is clarity.
If you aren’t sure if your marketing achieves this goal, we recommend a marketing audit, which brings all of your efforts into the light and assesses them against the best practices for conversion-focused marketing.
Marketing jargon overcomplicates the actual goal – to make it as easy as possible for your customers to purchase your goods or services. That can be online, in a store, or anywhere else you meet your customers.
That doesn’t mean these numbers don’t matter – in fact, they are very important. What it means is that if you don’t have focus on your main goal, you’ll miss opportunities that might help you reach your goal.
It also means that you’ll talk to your superiors in real numbers that they can use to make better decisions – and to give you more money to spend.
D. White & Company is a marketing & management consulting service that helps organizations find focus. Sound interesting? Set up a time to talk with us today.