Decoding Modern Marketing: How To Convert Customers
With all the talk of content creation and media-buying technologies, marketers tend to forget that they are in the business of closing deals.
With all the talk of content creation and media-buying technologies, marketers tend to forget that they are in the business of closing deals. As Alec Baldwin said in the movie “Glengary Glen Ross,” “Always be closing.”
All the strategic work we do to understand our customers–surround them with content; provide them with information, education, and engagement; give them tools to make their lives easier; and make our brands mean something worthwhile–are meaningless if we can’t get them to buy something. That’s why understanding the dynamics, psychological and otherwise, of the moments in time just before a sale are so important. What pushes a buyer over the edge and moves them from tire kicker to tire owner? What gives them the confidence to stop looking at alternatives, evaluating options and finally make a decision?
And what should we be doing at every step in this delicate dance at the end of the dating process?
These are some of the questions I examine in Chapter 5 of the “Decoding Modern Marketing” series. This chapter discusses conversion, connecting marketing and sales, digital conversions, lead stages, mobile, the role of brand websites, cross-selling, upselling, ecommerce, and promotions.