The goal of conversion marketing is to improve the efficiency of customer touch points in order to turn visitors, subscribers and other connections into leads and customers. In order to achieve this, you need to have your goals defined, as well as the metrics that measure how well you are performing. Whether you engage in outbound or inbound marketing, it's also important to define your target groups.
At Selligent we strongly believe in a customer-centric vision that turns the marketing approach upside down and puts the customer at the heart of marketing tactics and strategies. It's what we called the Copernican revolution in our white paper 'Moving towards integrated interactive marketing' (you can download it here).
While you want to reach a goal by interacting with target groups that are increasingly controlling the way and time they want to interact with you, it's important to focus on the goals of your customers in the Copernican vision as well.
Conversion marketing: the customer perspective
Conversion marketing ultimately is not only about reaching people or making sure they find you alone.
When you want to improve your entire conversion marketing chain, starting from traffic and clicks and moving towards post-click conversion and the conversion of visitors into leads and beyond, it's crucial to know what the purpose of your potential customer is.
What does he want to achieve and how will you help him in doing so? It's this simple customer-centric question that serves as a guideline throughout the full conversion marketing process and all micro-conversions within it.
When you help visitors, subscribers, search engine users, social media connections or, in other words people, to fulfil their goals, and you create a balance with your own, conversion is the natural consequence.
So, whose goal matters? Both yours and that of your potential customers. However, in enabling people to reach theirs, you will certainly achieve yours as well.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
Discover why your business should move to an integrated marketing approach step by step and how.
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