Developing your marketing strategy is always easier said than done. With new marketing tips being released every day, it can be tough to know how to implement all your ideas and if/how your prospects will even respond. Whether they are freezing, cold, medium, warm or boiling hot, your marketing needs to communicate the right message that ultimately leads to your offers and yes, you guessed it, sales.
That’s where conversion marketing comes in…
What is Conversion Marketing?
Conversion marketing is a conversion centric approach to every piece of your marketing strategy. Conversions can be classified as actions or processes that we can get the prospect to take or commit to. Now some would say, this is too harsh and that great products should sell themselves, right? Well let me provide some balance before we all get our knickers in a twist. 😛
Creating Unbreakable Ideas
In marketing, we are in the ideas business. Ideas are a stream of thoughts that lead us to a concept or understanding of places, things, food, people, and of course, products. We create ideas based on two things: proof and experience.
Proof and experience must go hand in hand for ideas to become unbreakable. If you have proof but your prospects have a bad experience then it’s only a matter of time before their patience runs thin and your claims untrusted. If they have a great experience but the product proves insufficient against your marketing message, then your words will never have the weight you need to grow and have buyer loyalty.
So if we have both of these in place, we should be able to get prospects looking for solutions to take action, right? Wrong! Most prospects don’t even know they’re looking for a solution, they just know they have a problem. This is where most marketers go wrong and start offering their products to people and to be honest it comes off a bit nasty and leaves what could have been a beautiful business relationship feeling like another swipe on a cheap dating site.
Leveraging Nano-Commitments
Conversion marketing is not only about the conversions we see, but it’s also about the ones we don’t. As marketers, we create thought streams that allow us to leverage what we like to call
nano-commitments that establish ideas. This will ultimately lead the prospect to see the value behind the offers when they are presented.
Knowing where your prospect is stuck regarding your stream is critical. Some say measure everything, but I always encourage people to measure the steps or pages that prove a
nano-commitment has been taken. ConversionFly was created around measuring what really matters and getting beyond the mounds of data. We believe in simple numbers that lead to actionable marketing decisions you can count on.
When you approach your marketing in this way, you begin to see the conversion path much clearer and all the noise seems to fade. You can now begin creating compelling ads, emails, blog posts, and campaigns that leak out thoughts that strengthen your big idea.
