Analyzing Conversion Function In Digital Marketing
The conversion function of marketing relates to the transformation of leads to customers. Unlike the awareness stage of the buyers’ journey, the conversion stage focus on a smaller set of customers who have already shown in the organizations’ products and services.
At this juncture, the marketer needs to use CRM tools to determine where the prospect is in the buyer’s journey. This will allow him to know what he needs to do in order to move the users from whatever stage he is into the conversion stage. The CRM tool can also help you to discover whether the prospect you are targeting has the same characteristics as your existing customers. At this stage, it is no longer about creating products and services that are meant to woo him to your lifecycle, you are concerned about building a relationship with him and raising the exit barrier for customers.
You should note that selling is your core focus in the conversion stage but that selling will not be possible if you fail to target the right audience. You need to make sure that you sustain their attention by sharing the right content with them. At this stage, you must have done your research. You need to make sure that you are using the insight of the research done at the awareness stage to target the audience and retain them in your lifecycle.
As a Digital Marketer, you need to know what makes each of your audience to be different. You have to personalize the message in a way that it will appeal to your target audience. I have said it in my previous article that it is possible to sell the same product as if they are different products to a lot of people. You just need to know what prospects are looking for in that particular product or service.
The purpose of this stage is to provide extra persuasion, information, and value so that the user can develop more interest in the products or services. The idea is also to keep the product at the top of the mind of the user through repetition, targeting, and re-targeting.
Here are some of the steps that you need to do to get the best out of this stage…
#1 Set Quantifiable goals
When it comes to conversion, it is somehow different from all other stages of the buyer’s journey because it actually deals with numbers. You need to look at the number of sales that you have made, the number of abandoned carts that you have as well as the total number of visits to the websites among others.
#2 Develop offers
One of the major focuses of conversion is the ability to send the right message to the right set of people. Although most organizations look at conversion in terms of sales it can actually be adapted to meet specific business needs.
Take for example an organization is trying to increase the number of users in their database, the conversion rate might be the number of users that signed up on their website. You have to make sure that your conversion goals are aligned to their business needs. It must be content that resonate with the audience. Positioning and effective messages will actually make consumers do what you are actually expecting from them.
#3 Optimize content
One of the best strategies for the conversion is content optimization. You might have crafted and developed a conversion strategy through research and it will still not bring the desired results. You need to test and re-test your strategy to know which of the strategy will really work. Your content should be refined based on customer’s feedback.
Most time conversion Marketer will run different campaigns at the same time. This will naturally kill campaigns that will not need the desired results. It allows the organization to invest the money on the campaign that resonates with the target audience.
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