It’s happened to the best of us… you create a powerful ad with a strong headline, great offer and a compelling call to action. The ad goes out and people are responding to in droves, visiting your website at an unprecedented rate…
But no one is buying!
All that time, effort and money gone to waste. But it could have been avoided.
The culprit is probably misaligned marketing and it can be a conversion killer – but it doesn’t have to happen to you.
The Integration of Marketing & Sales
Ah, the classic confrontation. Marketing v Sales. Which is better? Which one is more important to business success?
The truth is that one cannot exist without the other – they are two sides of the same coin. Marketing makes people pick up the phone and sales makes them take out their credit card.
If the marketers don’t do their job, there’s no one to sell anything to. And if the sales folk don’t do their job, there’s no money coming in.
Why am I telling you this?
Because if your marketing & sales efforts aren’t perfectly aligned and in synch with one another, your conversion rates will suffer.
A Straight Line To Success
In order for your marketing efforts to have the desired result of generating top-quality leads that can be converted into sales, you have to put the right message, in front of the right audience, with the right offer.
The first two elements are marketing elements but the third is all sales.
If the message doesn’t fit the market, there will be dismal results. If message and the market are aligned, but the sales offer doesn’t fit, all of your marketing efforts will have been wasted.
That’s why it is so important to ensure that your marketing and sales teams are working closely together, that they are in agreement about who your customer is, what they want and how your specific product or service will help them relieve their pain or achieve their desire.
Aligned Marketing, An Example
Consider a pay-per-click ad, similar to one you might find on Google Adwords.
The ad is only displayed when a user searches for a particular search phrase on Google’s website – keywords that you determine prior to setting up the ad in the first place. This is one of the most powerful elements of Adwords – the potential customer is actually activating the ad based on the words they use to find what they’re looking for!
When the ad appears, it MUST be aligned with the phrase that the searcher entered or it will be completely ignored. If someone types in “strategic marketing book” your ad had better reinforce that search parameter.
But if your headline reads: Sales Tactics That Sell you probably won’t get much of a response from this individual.
On the other hand, if your headline reads: Strategic Marketing Made Easy! then you’ll find that your click-thru-rate (CTR) is much better.
Once the user clicks, they’ll come next to your landing page… which had better support the same aligned message about your strategic marketing book. And the offer had better be for a marketing book that the user can purchase then and there.
Unfortunately, the vast majority of small business owners and entrepreneurs forget to align their marketing right through to the end of the sales process and their conversion rates suffer needlessly.
The more aligned your message is from beginning to end, the better response rates you’ll see.