Tue. Nov 12th, 2024

Each Mile Along the Path Is a Conversion

Conversion is often measured in only one way … did the lead convert to a sale?

I agree that a sale is the best measurement tool we have to establish ROI and it’s the primary goal of our marketing efforts.

But we must be careful not to speed-date our prospects in hopes of rapid sales conversion.

I teach path marketing because I believe marketers should see their work as a series of steps which must taken to arrive at their goal. One conversion at a time. It can take a few minutes to convert or several months. But the entire path must be travelled if we expect the sale to produce a satisfied customer.

Consider this conversion:

  • I read a great book and want my team to read it.
  • I send an email on Monday morning and tell them about the book and explain how the book will help them in their job.
  • On Tuesday, I notice no one on my team has opened the email.
  • I send an “in case you missed it” email.
  • On Wednesday, two people have opened the email, but no one clicked on the Amazon link to visit the purchase site.
  • On Wednesday, I send my team an email with a few testimonials about the book. I select testimonials applicable to the needs of my team.
  • On Thursday, 1/3 of my team has opened the email. One person clicked on the link. No one has bought the book.
  • I send a note Thursday afternoon to inform the team that we will discuss the book at our next meeting.

The drip campaign is a tactic to advance our prospects to make a purchase.

As we nurture, we lead future customers through a process to:

  • Know us
  • Like us
  • Trust us
  • Try us
  • Buy our product or service
  • Buy again
  • Refer us

Our marketing responsibility is to guide our prospects through this process. One conversion at a time.

Our strategy is firm. Convert our prospects along the path.

Our tactics will vary based on client needs.

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