In my last blog, we looked at the three accelerators that lie behind the core marketing skill of Attract.
However, there’s no point in attracting customers if you can’t get them to buy or sign up for your thing. And that brings us to the second core skill – Convert.
Just like with the Attract skill, three accelerators sit behind the Convert skill.
1. The first is Conversion Confidence.
This is exactly what it says on the tin…
How confident are you that somebody will convert after hitting your website?
You can put a percentage number on this based on your own feelings. But the best way to figure this out is to look at your conversion numbers.
How many people buy or sign up compared to the number of people who land on your website?
If it’s a low number, that suggests you need to change how you’re making your offer.
2. That brings me to the second accelerator – Scientific Sales.
Do you have an intentional process for taking somebody from prospect to customer? In other words, how do you help somebody that you attract understand the value of your product so they’re ready to make a purchase?
For an e-commerce company, your website needs to do this job. And for a SaaS provider, you may have a demo that highlights the benefits of your product.
The key is that you’re not relying on the prospect to find their way to buying from you. Instead, you have a set process for them to follow that leads them to a purchase.
3. And our final accelerator is Repeatable Retention.
It’s one thing getting people to come to your website or to buy your product once. And it’s another to have them coming back again and again because they love what you have to offer.
Your goal is to maintain a high retention rate. After all, it’s always less costly to sell to existing customers than it is to find new ones.
So, how do you rate your ‘Convert’ skills? Grade yourself like a Traffic Light: Green means you’ve got it all working. Amber means you could use a little help and Red means you’re struggling.
If you have any Ambers or Reds, you know what you need to work on next when it comes to converting customers.
Howard ‘Customer Converter’ Kingston
P.S. Whenever you are ready, here are 3 ways we can help you become a Digital Marketer: