Forget Funnels, Convert ‘em Now

Choose Tribe or Buyer. I’ll Wait.

Tribe

Good choice. Sooner or later you’ll convince one of them to make a purchase. Just move them down the funnel one step at a time until they fall out.

Buyer

Good choice. You now have established what it takes to make a sale. Now it is just a matter of getting enough of them in your sights.

NO unicorn. NO rainbow and definitely NO pot of gold.

Either approach may work but there are no guarantees that either will continue. Winning at internet conversions takes more than high hopes. It takes hard work. It takes continuous testing. It takes getting and reviewing comparable analytics and using them. It takes being willing to put time, money and collateral thinking into the mix.

High hopes are OK for planning.

Every campaign needs to be looked at with fresh eyes. Every landing page, web site and call to action need to be looked at hard. Take that a step farther. Look at building in a phone call response or a text message. Put a human into the equation instead of doing everything digitally. If it works, it may be repeatable. If so it may be scalable.

Video is the silver bullet of the moment.

According to Vidyard, 70% of respondents claim video performs better than other content for engaging on-line audiences and producing conversions. Look at these ways of employing it:

· Use video on social media that goes to a proven landing page

· Use video as the first step in your funnel

· Use Video as the closing mechanism in your approach

· Use video at every step in the funnel

· Use one-shot video to close ‘em right now

· Use short form tongue in cheek humorous video to crack the emotional barrier

· Use long form video filled with stories and relationship building calls to action that build trust and requests to order now

Basics still pay off.

If your web site sucks, so will your conversions.

If you fail to follow-up no one will ask for more information.

Should you have a “me-too” product what do you expect?

Re-marketing is required. NO exceptions.

Build Brand longer that you think you should (the first 15 or so impressions).

There is no silver bullet. Conversions take time.

Always give them an option to convert. Put a call to action in every communique. You don’t really know where they are in their journey to purchase. They need the option to be at hand when they are ready.

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His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development on and off-line. He is also a sought-after International Speaker.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com