Conversion Marketing gets short shrift.
There’s all this hype about Social Media Marketing. And, why shouldn’t there be?
Social media is the new way for you to get the word out… to build your own channel.
Social Media done right can send you boatloads of traffic.
But what what good is traffic unless you’re capitalizing on it?
All the traffic in the world from social media doesn’t add up to a hill of beans if you’re not doing anything with it.
You want to convert the traffic into an email list. And from there into paying customers. And from there into advocates for your brand.
If you’re running a small business, or a multimillion dollar corporation, it’s the same story.
Focus On Conversion Marketing, And Watch Your Business Grow
A conversion happens when a suspect signs up for your email newsletter. A conversion happens when a prospect downloads a free guide or a white paper. A conversion happens when that same person decides to buy from you and becomes a customer. A conversion happens when they tell someone else about their experience with your business.
Anytime they take a specific action that moves them along a path, they’re converting.
And here’s the secret of conversion marketing. It’s got nothing to do with your wants, and everything to do with your customers want.
You need to give your customers what they want. But there’s the rub.
Henry Ford said: “If I had asked people what they wanted, they would have said faster horses.” Steve Jobs said: “You can’t just ask customers what they want, and then try to give it to them. By the time you’ve got it built, they’ll want something new.”
Customers are fickle. That’s a given.
But many CEOs and marketing leaders still find it incredibly useful to map out the step by step process by which a prospect becomes a customer and then an advocate. To manage the “moments of truth” and inject opportunities for “customer delight”.
We call this the conversion roadmap. The conversion roadmap aligns your traditional conversion funnel (they way you look at things) with the customer journey map (the way your customer looks at things).
Aligning the customer roadmap & your conversion funnel
Not all customer roadmaps are exactly same. But they’re crucial in understanding how to market more effectively.
Developing an effective customer roadmap is a great way for sales, marketing, and tech teams to work together. To add some “high touch” to your “high tech”. To help marketing be more effective, and to get sales teams the information they need to close more sales.
Your customer roadmap will help you view your sales process from every angle so you can manage, control and optimize each step more effectively.
You’ve heard the saying: “People don’t care how much you know until they know how much you care.” Smart companies create customer roadmaps so they can mindfully, intentionally, purposefully set out to “wow” their customers.
And that’s how you turn browsers into buyers and buyers into raving fans.