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When you think about digital marketing to increasing online business, all of the technology and flashy content really boil down to one just thing – trying to improve user experience. Everything you do online is geared toward providing your site visitors with an exceptional experience – significantly better than your competitors’ own efforts. You’ve done all of the technical backend work to get your site up to speed and you’ve checked your competitors’ efforts to see where your own are lagging behind. Now it’s time to put that information to good use by reviewing our sales funnel and optimizing our conversion pathways across our digital marketing efforts. This will include a thorough review of all your brand messaging, any ad copy, site content, and email marketing materials used to facilitate sales of your goods and services.
We’ve broken this section out into three main areas of focus. Each of these steps is vital to your getting the most from your digital marketing efforts and should be give adequate attention regularly to maintain your position within your vertical. After all, setting it and forgetting it no longer works. You have to actively manage your digital processes to keep them profitable. Let’s get started:
Review Sales Funnel: If you are in business then you know what a sales funnel is and we need not take time to explain it in detail. However, we will point out that you should review your sales funnel regularly to ascertain performance and any drop-offs that could prove to be more than blips on the radar. Blips can become trends before you know it, so staying ahead of the data is vital to getting the most from your planning and implementations. Now, the six stages you should identify in your sales funnel are:
Conversion Optimization: There are as many conversion optimization techniques as there are marketers worldwide. That means you’ll have to find the ones you feel offer your specific efforts the best opportunities at success. We recommend five steps to every client we work with that focus on areas we think are vital to effective digital strategy. These steps have been outlined briefly below and you can find additional information about any of them with a simple Google search. These aren’t well-guarded secrets, but steps each and every business owner should take to ensure they stay headed in the right direction. After all, conversions are the goal of everything you do!
Sales Copy Review: Though it can be considered a part of optimizing for conversions, we feel that your sales copy is so important it deserved to be approached independently of the other steps outlined above. Every piece of copy you have should be reviewed regularly to gauge its performance over a given timeframe. Use what you’ve learned about your competitors’ efforts to inform your decisions and constantly strive to be better for your users – in your promotional materials, your ad copy, and your website service/product pages. These are where your sales take place and where your attention should be at all times.
Nothing you do for your business is more important from a digital marketing perspective than the sales copy you present to your customers. It’s your voice in their digital ears and it should be as sweet as you can make it – no matter the venue!
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