The Critical Measuring Points for Conversion (Part two of three)
We have seen that Marketing is the Art of Conversion. Now we need to know where the conversion points are, and know exactly what conversion we are trying to make.
A critical observation before we go on: If you don’t have a target market, none of this works!
A target market allows you to have a targeted message. A targeted message is what really allows you to get someone’s attention. A broad message for everyone is boring and won’t get anyone’s attention. If you use a targeted message, you’ve got something to measure. If you have something to measure, then you’ve got something you can influence! Marketing isn’t magic; it’s art, backed up by a lot of testing!
So, here are the critical measuring points you want to isolate:
Advertising: The purpose of your advertising is not to sell your product. The purpose is to earn people’s attention and draw them to your Magnet. If people click on your ad to see your magnet, your ad has done its job, it converted a look into a click. The small fraction of people who are ready to buy today, will. But if you want to see any of the rest of those people again, you had better have a magnet.
Magnet: The purpose of the magnet is to give you a CHANCE to follow up with all the people who are not ready to buy from you today. The Magnet is something that the prospective client will find valuable. In many cases, it is an educational webinar or report of some sort that teaches the client how they can solve their problem on their own. Then, it usually presents some compelling reasons why it would be in their best interest to have YOU, a professional, do it instead. If people opt-in for your magnet, then it has done its job and converted a lead into a prospect.
Follow up: The purpose of follow up is to turn the prospect into a happy client. Some of the most effective follow-up messages build on the message that you put in the magnet. They will say things that support this idea, “In the magnet I gave you all the basics, now here is an advanced feature that would further reduce your pain or increase your benefit. As a professional, not only can I do the basics for you, but I can also do the advanced things as well. Let’s talk.” If the prospect becomes a happy customer, then your follow up has done its job, it converted the follow-up communication into a purchase.
Remember: when you are marketing, you need to measure your Ability to Convert. When you advertise, there is almost always some way to measure the number of people who have seen your ad (if you are using advertising that you can’t measure, stop immediately.) Take this number and compare it to the number of people who converted, that is, the number of people who went to see your magnet.
You must do the same thing at each stage. If you don’t do this, then you’ll have no way of knowing what your influence is on your conversion.
If you’re not influencing your conversion, then it’s pretty tough to get good at marketing.
Have I ever mentioned that marketing is the only real way to grow your business significantly?
