Conversion marketing is composing copy, creative, and other elements of a campaign to drive an audience to a specific task. A call-to-action is the key focus of the marketing piece. The audience knows what the next step is at all times.
A business or organization should produce marketing campaigns with an objective. Examples of objectives may be:
Supporting messages may be present, but should never distract. The goal is to provide the audience with just enough information to make a decision.
It's surprising to see how many marketing pieces go out that don't ask for business. They don't drive the audience to do anything. "Learn More" can be a poor invitation unless it drives the audience to take action in some way.
Information-based pieces may waste your organization a lot of money and time unless there is a strong invitation to take the next step.
A conversion marketing piece should have some form of conversion mechanism. A shopping cart, subscription form, contact form, or some other converting tool can drive tremendous business on the web if executed correctly. A phone number is another conversion mechanism assuming there is an effective sales presence to respond and some form of metrics to track results and ROI.
Every marketing effort should have some form of ROI attached. Not all efforts are easy to track. However, every effort does cost time or money and brings some amount of residual business. The key is to engage in the marketing effort with the highest ROI opportunity.
If you knew that for every dollar spent on a particular campaign you made $4 in return, you'd be hard pressed not to maximize the results of that channel.
Establish marketing efforts that produce the highest ROI to maximize your marketing efforts.
