Master the art of converting online impressions into customers

This is part two of Digital Mind Shift. You can read part one here

A professional fisherman thinks differently than everyone else. He has learned to master a particular type of fish because he knows different species require different fishing techniques. You won’t see him fall into the trap of using catfish baits on bass. Professionals are also keenly aware of the best times and places to fish. His goal is to maximize return on investment; therefore, he has learned to anticipate how the species move in relation to various settings and structures.

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In the end, the professional gets better results because he pays close attention to every detail and intimately knows how fish behave. The same is true for those seeking to convert online impressions into real customers. In order to find success, digital marketers must learn to anticipate customer behavior and adjust their techniques accordingly.

Consider these three simple points:

  • According to MarketingSherpa, 79 percent of leads never convert into sales, and lack of lead nurturing is the common cause for poor performance. For many companies the problem is not getting more online impressions, it’s taking the next step to properly interact with potential leads until they’re ready to buy.

The professional fisherman thinks in terms of producing more conversions. Does your company drive site traffic but fail to even begin a lead incubation plan?

  • Companies that excel at lead nurturing generate 50 percent more sales-ready leads at 33 percent lower cost. This data really underscores the return on investment opportunity, but it also offers a key indicator of success. It’s the companies that learn to excel at lead nurturing that are reaping the benefits. (According to Forrester Research.)

The professional fisherman thinks in terms of mastering incubation strategies. Does your company work towards refining its processes to get better results?

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  • 46 percent of marketers with mature lead management processes have sales teams that follow up on more than 75 percent of marketing-generated leads. (According to Forrester Research.) The importance of ensuring consistent and timely followup with leads can’t be overstated. The art of converting browsers into customers extends far beyond the marketing department.

The professional fisherman thinks in terms of closed units, not just warm leads. Does your company have a lead routing system that ensures measurement, accountability and optimization?

Your site has the potential to become an active and vibrant river with all types of interesting fish passing by. However, just make sure you don’t get too comfortable seeing fish swim around. Focus on becoming a professional fisherman and catch more for the team.