Most people see their houses or apartment buildings as stable structures. Yet they will easily come crashing down if part of their foundations are removed. This analogy perfectly encapsulates what can happen to your digital marketing plan if there isn’t a good understanding of your business’s conversion process by several different parties.
What is a conversion process?
A conversion occurs when someone visiting your website completes a desired goal, such as filling out a form. Conversions can take many forms for different businesses, but the conversion process is the steps your customers must take to reach the goal you want them to reach. This process is also known as a conversion funnel or buyer’s journey.
Who needs to have a solid understanding of your business’s conversion process?
At first glance, it seems like your business’s sales team members are the only ones who need to have an understanding of how your business’s conversion process works. After all, making a sale is the end goal for many conversion funnels. However, there are other people who need to understand your buyer’s journey, too. Some of these people include:
- Members of your in-house marketing team.
- Outside digital marketing teams.
- Your web development team.
- People working on the design of your website.
- Writers who are creating digital content for your site.
Why is having an understanding of your business’s conversion process so vital for digital marketing plans?
- Poor understanding = a poor plan — A lack of understanding of your conversion process among those who are creating your digital marketing plan can lead to a poor plan. Such a plan could be reaching out to the wrong people. It could also be stranding potential customers at certain points in the buyer’s journey. These stranded customers are much less likely to convert. A clear understanding of your business’s conversion process can help your digital marketing team avoid such pitfalls.
- It leads to fewer unconverted leads — A shared understanding of the conversion funnel can help reduce the number of unconverted leads you have. One example involves marketers and salespeople. If these people understand your funnel, they can give customers a better idea of the steps they’ll need to take to get your product or service. This clarity can help raise a customer’s trust and make them more likely to complete their purchase.
- Your content could be more effective — When people aren’t on the same page about your business’s conversion process, you could miss opportunities to improve that journey. This is especially true for digital marketers. A lack of clarity on your conversion process can negatively impact the effectiveness of the digital content that is being created for your business.
The content may not be targeting the right audience. Content creators may also neglect to target keywords that are relevant to your buyer’s journey. On the flip side, a clear buyer’s journey understanding can lead to just the opposite. Your content can be more effective and help drive more conversions.
Want to ensure that your conversion process is effective? Burg & Co. can help
Increasing traffic to your website plays a role in increasing conversions and can lead to new clients. However, it’s difficult to turn visitors into conversions if your conversion process isn’t working. Fortunately, Burg & Co. can help you increase website traffic and refine your buyer’s journey.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and build conversion processes that help turn those leads into conversions. If you’re looking to perform better in search engine results, attract more visitors to your site and boost conversions, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
