11-11-21

Heinz Print Ad.

Focus on Smaller GoalsThe sales funnel can be a lengthy process. It usually takes multiple touchpoints to get from the learning phase to the customer phase.It takes time y'all.Too often, marketers focus on the home runs and neglect the smaller goals that move people through the funnel.Think macro-conversions (ie: purchase, trial signup, etc) versus micro-conversions (ie: like or upvote, sending a proposal, scrolling down a page). Another way to think of macro versus micro is revenue-based conversions versus navigation or interaction-based conversions.Today, we're honing in on 3 ways micro-conversions can benefit you:  Gauge user interest: Engagement is a great indicator as to how a customer perceives your product or service. For example - someone reading a couple of articles on your blog before signing up for your newsletter. Understand buyer behavior: Understanding why people behave the way they do on your website makes targeted campaigns a helluva lot easier. Use a service like HotJar.com to see how folks interact with your site.  Track users across channels: 'Tracking micro-conversions also allows you to collect user information across various channels.' This will indicate where you should focus your marketing efforts (ie: social channels, content, etc.)Dive deeper here. 

Today's Challenge

If you aren't familiar with micro-conversions and their importance, spend some time on this article from Marketing Profs.

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