Levels of Conversion

December 8, 2006

I have a long history in Internet Marketing before Buzzoodle. We started out with simple eNewsletters and grew a big content management system for ePublishing. The right client found our tools very effective.

The wrong clients found us overpriced or too complex.

I fully understand the value of focus in a business. However, I think it is worth thinking about the various levels of conversion that can take place, and how all of these help you in the long run.

Conversion is getting people to take action. On the most basic of levels, you subscribing to my RSS feed would be a conversion. You have let me create a long term relationship with you (that you can delete any time). And it is free.

Then, something I was lacking until just recently, is the easy conversion. Purchasing my book, Buzzoodle Buzz Marketing, is an easy, low risk conversion that gives me the chance to help you and make a couple of dollars. This is wonderful because when someone calls me and wants to hire me, but has no budget, I can now suggest the book.

Next is the moderate conversion. For us, this was the addition of the coaching program where we help people get some of their staff up to speed on creating buzz and we help them stay motivated and results oriented.

Then I do speaking, which is getting paid to go out and create some buzz. I would say this is also a moderate conversion for companies and organizations that do not want to commit to an ongoing engagement but want a shot in the arm to create some buzz and get staff to think about ways to increase the organizational visibility.

Next is the custom Buzz Marketing. This is the most complex sale that involves a significant investment of time and money by a client. We only want 10 of these a year because having too many dilutes our effectiveness.

Why am I telling you this?

There is an important Buzz Marketing point here. None of these things are separate products. They are part of our unique message and brand, and are just different ways to create relationships and value for organizations with different needs. And they all feed off of one another.

Can you create a worksheet that you could give prospects and they will appreciate, because it is valuable and does not just sell you? (Easy Conversion)

Can you go out and speak about your industry? How do people know if you can?

Even if you have a complex sale, can you develop something that is a simple sale for people that are not ready for the complex sale yet? An online course? A book or DVD?

If you are frequently turning away people that are interested in your products or services because they are not the right fit, make something ancillary that is of value to them and will get them to remember you and buzz about you.

- Thank You!

Posted by Ron McDaniel | Filed Under Sales, Small Business