What is the Most Important Subject in Internet Marketing Today?
That is what I was asked by a journalist a few days ago.
I would say Conversions.
Before I explain what conversions is–you need to know one thing. Bringing people to your web site is a waste of time if they don’t turn into customers. In fact, it can be counter productive. If visitors come to your site and are not engaged by it they may leave with a negative view of your company.
Turning visitors into marketing leads is not easy, however. It must be done one step at a time. First describe your product or service in a prominent location on the screen. Research shows that you only have a few seconds to convince visitors that they are at the right site before they click away.
Next–start your sales pitch. You may have to develop several sales pitches for different personas. For example, a CEO has to approached differently than a project engineer.
After they read the sales copy don’t forget to make it easy for them to take the next step: sign up for a newsletter, contact a sales person or anything else which will start the engagement process. This is what is know as a conversion. Of course this is a simplified version and sometimes it takes many steps before they convert.
Once you have your web site visitors engaged you are well on your way to increasing your client base. Don’t forget to test with different approaches so you continually improve your results.
Tags: Internet Marketing
