Yesterday, I started a discussion about conversational marketing and its relation to conversions.
Today, I want to give you a few tips on how to make the most out of your conversational marketing attempts.
How do five tips sound?
Well, then read on….
If you believe that “markets are conversations”, as proposed in the book The Cluetrain Manifesto, and that their true nature relies on the free exchange of ideas, products and reviews, then you should believe that you’re having a one-sided conversation with prospects if you’re not actively engaging with them.
This is bad if you’re at all interested in using a democratic and dynamic marketing approach. Really bad.
First, let’s describe what “conversational marketing” is…
Shopping cart abandonment is one of those topics that I could really go on and on about.
Instead of giving you the usual, though, I’d like to give you some tips with unconventional twists to help you minimize it
After all, shopping cart abandonment is one of those things that has to be aggressively fought every day that you’re in business. Making a few unique choices about how your shopping cart presents notices may help to increase your conversions.
Cross-selling and up-selling on a digital platform is something that has only recently been taken seriously by online business owners. Eight years ago, only about 24% considered up-selling. That’s a criminally tiny percentage, considering the profit potential that cross-selling and up-selling boasted even back then.
Reading that particular percentage made me wonder if business owners truly understand the ideas behind cross-selling and up-selling. Sure, there are now those who implement some form of them on their shopping carts, but I would guess that there are more who don’t understand why they work.
If only I could read my clients’ minds . . . Do you ever find yourself thinking this? What if it were true? Landing pages and ecommerce sites could be created in a snap. Your copy would feel personalized and genuine. Customers would feel like they know you personally because your site does such an excellent job of catering to their needs, offering their wants and alleviating their fears. You would have a whole and untainted understanding of motivation, one of the most basic elements of conversion optimization. Linda Bustos of Elastic Path points out that motivation is the most …Read More
- February 23, 2009
Most business owners know what loyalty programs are. Too few actually implement them. Even less use programs that customers aren’t tired of seeing.
I have a problem with that.
At worst, a customer confronted with a loyalty program that they’ve seen too many times before can feel burdened. It’s almost like you’re requesting them to do extra things that other businesses have asked them to do, too. And before you.
The solution? A unique loyalty program.
A few days ago, an acquaintance gave me a link to a public service announcement that had been uploaded to YouTube.
The theme of the video was sexual abuse/incest. The contents were shocking and repulsive. It included a father toasting to the union of his daughter and son-in-law while cracking jokes about her physical prowess. The daughter sat idly by, enjoying herself and smiling all the way through.
After I finished watching the video, I couldn’t help but wonder about the marketing behind it. What struck me most about it was that it aimed to scrape the barrel of …Read More
- February 10, 2009
By now, we’ve all wound down from the holiday season rush.
That doesn’t mean that we can sit back and relax, though.
This recession means that a rough road lies ahead for some business owners. For them, coming up with strategies to attract prospects is still at the top of their wish lists.
I know that there are business owners who tried bundling during the holiday season to keep up with comparable offers from competitors or competitors who just plain offered free shipping. I’m sure that profits were made. But now, those same business owners are probably back the …Read More
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