Your business can have the most intricate promotional campaigns, the most successful viral marketing campaigns and a pervasive social media presence, but unless you can convert people into loyal customers, it doesn’t mean much. This isn’t intended to downplay the importance of the aforementioned strategies, it just means that sales-oriented business – which, of course, is every business – need to constantly be aware of how their efforts to complete sales and expand their customer base are succeeding and failing.
For obvious reasons, this isn’t easy. However, it is also not impossible. A few simple strategies can help you optimize your conversion efforts and make the kind of gains that are directly reflected in your bottom line.
Don’t overvalue engagement
There is no denying that an active and vocal online community can contribute mightily to your company’s presence online. In the long run, this is instrumental for establishing brand awareness and a dominant market share. However, it is also important that you realize how this fits in with your overall strategy. Fostering discussion online – particularly across social media channels – will incrementally help your business achieve its larger goals, but it is unlikely to have a significant impact on sales in the short term.
IBM’s recent Black Friday report revealed that exactly zero percent of sales came directly from Twitter and only 0.68 percent came from Facebook. These two social media behemoths are perfect for building a community of followers and distributing content, but they still have a lot of room to grow in terms of leading to conversions.
Don’t undervalue traditional sales techniques
Relatedly, recent research bears out the belief that tried-and-true sales methods incorporated into the modern online sales landscape can have a huge impact. Landing pages – essentially the final push toward conversion – are particularly potent sales tools. In fact, companies who devote significant resources to optimizing their landing pages typically see immediate results. According to a MarketingSherpa case study, companies can increase their conversion rates by as much as 400 percent by improving their landing pages.
If you’re committed to improving your conversion rates, it may be helpful to take a step back and truly appraise the situation. As much impact as emerging online marketing initiatives have on brand awareness, focusing on closing the deal with more traditional methods appears to be more effective.
What have you done to improve your conversion rates? Discuss your strategies below!
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