The relations and the marketing in internet have much more in common of what looks like. I will use this simile of Brian Swichkow for the article that it reflects great:
“Internet is the disco.”
Your website is your home.
Your email list is your room.
Getting a client is… well, you know what is
And it takes this much beyond comparison:
An “I love you but as friends” is a passive Subscriber.
A “friend / to with right to rub” is a client point.
A “marriage” is a permanent customer who will buy almost everything you give.”
Bridging the gap and, while you rage this metaphor, we know that it is quite successful. Let me tell you a truth as a Cathedral:
Marketing is not an end in itself
Marketing must be done with one goal in mind, or ask, for what I am doing marketing? what I am offering and in Exchange for what? who will be offer?
A Marketing campaign must have a single objective: conversions
A marketing campaign, as a set of concrete and tangible actions of your strategy, must be oriented to a specific and quantifiable target: get subscribers? generate leads? can sell?
It same occurs when start a relationship: if not have very clear what type of relationship like is possible that you finish leaving carry by the other person, pretending to be someone that not are and condemning the relationship almost from the beginning, what chronic of a death announced.
Are looking for a “aqui-te-pillo-aqui-te-mato” or like a relationship to long term? Would you like an impulsive conversion or a loyal customer?
You decide, both are fine if they are aligned with your target audience, business strategy and content marketing campaigns, but if you leave to go home without having accomplished your goal, will have… been time (and money) evil inverted.
It are going great this night, truth? What atmosphere!
Uh! For some time that not it amused me so much. By the way, what you do then?
And now is when I want to speak you of marketing of conversion in a campaign of marketingthat, following the simile, would include all what happens since do that between in your House, (or, arrive to your website) to finish in…. effectively, your bed. Ah! This does not imply that all have that happen in the same day.
“If the internet is like the disco, don’t treat it as if it were your room”
This affirmation of the simile of Swichkow me comes phenomenal for speak you of the microconversiones and the macroconversiones. Both will encompass as conversions, but have different scale from a point of view economic.
Directly send someone to your item card to try to sell it to him is equivalent to insert into your link in the disco, with a couple of drinks, and tell him your intentions for that night. Does it work? Sometimes. And depends on much of the alcohol that carry in the body. Is it convenient? Not too much.
The macroconversion or CONVERSION (in capital letters) is what in marketing is called conversion economic or sale. That is, what will happen in your bed… ideally.
It microconversion is the set of things that pass between the disco and your bed and that indicate that “going for good road”. In marketing, we call microconversiones to many things: read an article in the blog, watch a video, download an ebook,… Date: open a bottle of wine, put a movie on the couch, or tontear as his had 15 years.
Both in marketing and in a quotation we need to know that, to advance in the conversion funnel, we will have to go getting to our visits, “micro – converted” to be qualified for the final festival.
Taking you home quote: not distracted his attention
“Is your home your homepage or a landing page dedicated in your marketing campaign?”
And this is the million-dollar question: are managing the traffic of your campaigns to your homepage? Perhaps to the tab of your ecommerce product?
At the beginning you said that:
“The internet is the disco
“Your website is your House”
A campaign of marketing not is a “dinner and House”. Lol A marketing campaign is out with a goal in mind and aligning efforts, strategy and actions to achieve your purpose to be fulfilled.
Therefore, carry the traffic of your campaigns towards your homepage is as bring you the ligue to your House, do you a route guided by your salon, prepare you a sandwich, teach you your collection of discs, put you one, e even that make crumbs with your pet.
The expression of the type is a poem seeing as your night is going to the fret by not know focus
Not want to tell that have that enter him to sack, not I misunderstand. What I want to tell you is that:
“Don’t get off the space heater”
Get the appointment to your home and fill it with distractions of all kinds because you don’t know how to bring it to your room and finish the task means to stop losing your visitors researching for your homepage, navigating the menu, seeing other products… and risking yourself to that find something is not to your liking and that make them lose interest.
The landing pages help to not be lower the heater
“The landing pages avoid the distractions that contain your homepage or your specifications of products”.
You like think that so many links in your pages are good because so your visitors will discover better your products. You think that fill your page text will help to find more and better to your visitors. There you have: menu top, menu bottom, footer, widgets side with gazillion links. To what like that pay attention your users?
There is a plague poisonous expanding is meanwhile marketer and that affects collaterally to the designers: the Horror Vacui .
The Horror Vacui is the obsession to fill every space of your website to “exploit” (do take advantage of it? Let me you hesitate)
You should be aware that many users tend to roam your website without fulfilling any goal when they arrive after a marketing campaign. And this, in part, is due to enormous mental stress that they generate your pages, which have a high “Ratio of care”.
The ratio of attention is the number of shares available in a page versus the number of actions desired.
A marketing campaign must have a single objective – or something you’re doing wrong – and therefore the ratio of care on the pages to which you point the traffic should tend toward 1:1.
“1 action available.” “1 goal.”
Your homepage or product tends to have a ratio of care of 10:1 or 20:1 and 70:1. If not, try it yourself / to counting links and possible actions that users can do on those pages. I have had disastrous experiences in which, after clicking on an Ad on Facebook, I have come to pages with a 125:1 and almost head explode me.
This is a random homepage. In Orange, the action potential of the user. In red, the action you want to do(picture at left)
A landing page only has a target and an action available. Offer up the information that you must offer, and not which “would be good offer”. How know optimize my pages? See the guide of optimization of landing pages of the link’s below (image right)
Psychologically speaking, a landing page optimized tends to have a ratio of care 1:1and is prepared for release of stress mental to them users that the visit, accompanying them and persuading them towards your goal of conversion.
In marketing of conversion have to consider 3 aspects key of the attention:
- Capture the attention -is the Mission of your ad, post on Facebook, tweet,…
- Keep attention- It is the title of your landing page where you arrive after the previous step.
- Focus it attention- It is the Mission of the landing page: heading toward your goal of conversion action.
Them landing pages improve the conversion of your campaigns since get transmit the proposal of value of your offer, keeping and focusing the attention towards our objective of conversion. They offer to those who visit the information was waiting after having reached it after a previous action.
20 Mantras of the Marketing of Conversion
Not am Special fan of them lists or commandments of this type, but I think that these 20 mantras that I recite all them days to improve my marketing safe that you help to you also.
- Seduce, but not forced.
- Believe you your message and not make promises that your CTA not can meet.
- If your proposal is really attractive, not you will be missing “call to the action” too. They will be alone.
- Contextualizes, but still relevant and concrete.
- Deletes text from your website. Delete more text. More! Not speak both if not have anything interesting to say.
- Be aware of users come and go. Estate as with that will go and not return: not passes nothing.
- Be humble with the benefits of your offer and product. The authenticity should reign. And do not want to be the Queen of the content. Want your own monarchy!
- Make it easy! Free of mental load to your visitors.
- What? That you make them think less.
- HOW? Use directional tracks: arrows, eyes, fingers pointing,…
- White space will be your friend. And not necessarily has to be white. Do not be afraid to the Horror Vacui.
- “Look here” vs. “get click here”. You see the difference?
- Put to the test what you have (A) against which hipotetizas (B).
- Be brief with your forms. How much more ask, more effort for your visitors. If this is the case, reward them well.
- NOT SHOUT! !!! Dog barking, little biter.
- Speaking of animals: the squirrels are pesky. squirrels? Yes, other distractions that increase the ratio of attention in your pages that not orient to your visitor to the conversion. Eliminate them.
- Not bother. Seriously are as many banners and pop ups no sense necessary? So many?
- Surprise your users just for fun, not for asking nothing in return. Good, also for registers, which are free.
- Measured constantly: what not are measured, not exists.
- Continually: look to your around. Always there is something to improve, really? The same in your web pages, in your marketing, in your relationship.
- Know brustial. Brutal Bestial.
- I know authentic / to.
Conversion is the reason for which your page will always have a hole in the heart of your visits. It goes without saying that you’ll also have information to return you communicating with them.
People are not the only beings that we need to make a good impression on the first date. However, optimize your landing pages or pages is learn and act of lessons that you gives it life: know what not you has operated and learn of this to make it better in the future, routing your relations with clarity and, in your campaigns, improving your results.
Not is simple let footprint in the heart of someone, as neither it is that your page fell in love to them visitors. Are many things of which depend on… But if you get quality in your conversations, you will create a better user experience and directly affect your campaigns. More than you think.
Soon I will tell you more about what questions run through the head of your visits and how to answer them as they consume the content of your landing page. Let me help you to prepare for your first appointment all rolled out do you accept the challenge?
We hope that this article will help to better understand Conversión Marketing and to apply better techniques to optimize the conversions in your content.