Companies offering services or products online are often primarily concerned with maximizing conversions. But is conversion marketing always the right strategy? Depending on the product it can be a good or ineffective strategy. If you are selling a simple product, which does not need much explanations, focusing on a direct response campaign strategy can pay off. Key metrics for this case are conversions, in particular cost-per-conversion, conversion rate and most importantly view-through conversions.
In case your target group needs to be educated about your service or product your success metrics should not be conversions at first. If you are educating potential users and promoting your brand (both parts of a recommended sales cycle, which should be included when explaining a product or service) your focus should be on reach (impressions and frequency leading to increased brand awareness), user engagement and at a later point - view through conversions.
In many cases success of campaigns targeting an increase in organic and direct traffic is depending on a slow build up of content, keywords and social media reach. The better the content and keywords, the easier it will be to find your companies services.
In order to speed up this process affiliate marketing can help with both - reach and frequency, which are ultimately leading to conversions. Please check my previous post on affiliate advertising, the fastest growing sector in marketing - HERE. While a content strategy needs time to be implemented (generating content, optimizing keywords, creating reach in social media), there are other, short term strategies, which can help to achieve short-term goals. To generate fast results while implementing a long-term content strategy optimizing paid search campaigns (via negative keywords, site exclusions, ad scheduling, enhanced campaigns, etc.) can be effective in order to generate higher quality traffic with potential for later conversions.
What is your experience with conversion vs. brand awareness / content strategies? As always feel free to tweet @global_trend me or simply leave a comment!