Converting Marketing into Profit
Having spent good money establishing an online presence and driving traffic to it, the final piece of the jigsaw is conversion, whether it’s just collecting contact data or closing an online sale.
The secret to good conversion ratios is attention to detail. Every customer touch point needs to give the same message, let’s look at this in more detail.
Having generated interest through one or more marketing tools, potential customers may visit your website or your social media pages, they may call or they may email you. Whatever route they choose, there should be a consistent message.
When embarking on a campaign, take these tips into consideration:
- Produce for internal use a Campaign Summary, to include; the campaigns name, it’s aims, offer details, dates and processing instructions as well as who to contact in the event of queries. This needs to go to everyone in the organisation who could interact with a potential customer.
- Ensure everyone who answers telephones is aware of the campaign, what to say and how to respond to queries
- For email enquiries, a dedicated email address is preferable. This gives them visibility in the organisation and allows for a dedicated automated reply. If this is not possible, as with telephone enquiries, make sure the relevant staff that process incoming emails are briefed
- Most digital campaigns route interested visitors through to a website. On clicking the “call to action” visitors expect a suitable response, be it more information, a discount code or something else. If they just land on a standard Home or Contact Page, there is a high chance they will abandon you.
The answer is a dedicated landing page for the campaign. It should thank them for their interest, provide the information they are looking for, collect their contact information and finally thank them for their interest. It can be an additional part of your existing website or it may be more cost effective to have a new dedicated single page website.
Web-Clubs offer a Landing Page design service to complement our other digital marketing services. We will follow the design themes of your existing website or of the email artwork if different. It can if required also automatically respond, thanking the visitor for the enquiry. The content of the form will be emailed to your preferred email address for follow up action. Once a landing page has been provided, it can be edited to accommodate future promotions.