When looking at available analytics for measurable media you may notice a large number of clicks, but a relatively low number of corresponding transactions at your store or on your website. That is because, as Seth Godin put it earlier this week, there’s a reason they call it a browser.
This is true. Many people browse online, clicking this or that, while few actually make the leap to purchase. Getting that extra click may be tough, but it is certainly worth reaching for. While TV ads and billboards are definitely helpful in the marketing process (creating awareness, warming leads), these tactics cannot be precisely measured in terms of who sees them or how they respond. Perhaps some brands and marketers actually find safety in the tried and true, even if the results are unknown. When measuring clicks to conversions, a bad ratio can be hard to explain to a client or superior.
But, employing what you already know about consumer behavior can help close that gap and convert more clickers into buyers. Start with a compelling offer, and make it exclusive, worthwhile and good for a limited time. Once you have their interest, ask for a little bit of information before delivering the goods. The right social tool can deliver value to customers and brands alike. They want a great deal. You want to know who is using it and how. Two birds, one click.
Once the consumer performs the desired action, make it easy for them to share the experience with others via their social network. People love to be the one to share a great deal with their friends, and friends trust their friend recommendations more than they do brand messages alone. So, clicks resulting from these social shares are more likely to lead to another conversion.
Traditional media can play a valuable role in a strategy focusing on online social media too. This mass marketing can be used to funnel people through to the social outlet where brands can communicate, get to know customers through the details and data they provide, and remarket to them with relevant messaging that leads to additional sales. To be sure, there is something to be said for being at the right place at the right time for a customer to buy. But, using the right tools in the right way can compel much more action leaving much less to chance.
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