In order for your company to increase conversions it would behove you to dedicate a portion of your marketing campaign toward a PR specialist and a journalist. Conversions are one of the most fundamental principles behind successful marketing campaigns. Ignoring them means you have little idea of what is happening and watching them nosedive means that your company is likely in some trouble. Those seeking advice to improve their business will be told that the conversion rate is one of the first things to work on.
Conversions are essentially a number, expressed as a percentage that represents roughly how many people continue on to do business with you. It is an invaluable tool for determining which marketing options are better suited for your organisation. A high conversion rate is associated with positive actions, or in other words increased sale rates.
Search Engine Optimisation
Google is taking over the world; in fact, it pretty much already has taken over the world. In July 2009, Americans made just under 9 billion searches with Google alone! Everyone uses it, and now is no better time for your company to get listed in the search engine rankings. One of the best ways to make sure your business comes high up in google searches is to hire a journalist with knowledge of SEO (Search Engine Optimisation) writing. This works by utilising keywords that are searched for in google and by including these keywords on your website. It means that whenever someone searches for a particular product or service, your site will feature in the search listings. Once the SEO articles are written, all you need is a well-designed and structured website to convert readers into customers – and the PR firms know all about this!
Conversion Rate Optimisation
It is important to realise that conversion rate optimisation (CRO) with regards to online media is an on-going process and is rarely ever ‘complete’. This is because a good PR firm will consistently monitor and measure the performance of your website or blog to make sure that each page is achieving its full potential. PR firms of this nature will also be on the look out for potential weaknesses in your campaign and will attempt to find innovative ways of remedying these problems.
By hiring a PR firm, you can have promotional videos, articles and press releases all adding to your marketing capabilities. They are able to speak and demonstrate your services at public events, conferences and conventions, thus opening up your client base and potentially increasing sales of a particular product. With regards to online conversion rate, having an excellent landing page for your website or blog is key to the overall success of the site. If it isn’t thought out clearly and is slightly confusing, it definitely needs an overhaul.
The Creative Element
Advertising and marketing all really comes down to one thing, and that is the creativity by which you choose to market your company. If you show little effort in coming up with creative ways of raising awareness of your business, the returns you get will show this and your conversion rate will be very low. This is where the PR firm and journalist would step in as not only will they be creative in their efforts to market your products or services, but they will use a vast variety of tactics in order to turn potential customers into real buying ones. These tactics include creating genuinely interesting and engaging copy for your website or blog that buffs up the reputation of your company and creates a formidable image.