Increasing Conversion

The temptation is to focus on selling.  This means throwing more  money at how to generate leads.  However, if those leads engage in an  ineffective process with your organization and value proposition, then  it's like rowing harder with a hole in your boat.  Patching the boat  should be the priority first.  It is easy to understand this, but it is  hard to execute when you are thinking about selling and not buying.

Seth Godin's article on "What shape is your funnel?"  articulates this point.  If you can focus on making your funnel  efficient first and foremost, then your strategy for conversion will be  more effective and less costly.  In addition, it will scale.  You can  fill the funnel as large as you like because of the robustness of your  nurturing strategy.

Most people learn this after failing.  They spend money on a website,  adwords and try to put it together.  They spend a lot of money with  little conversion.  The reason comes from a lack of nurturing and  connection with the buyer.  The funnel is not wide.  It is narrow and  focused on selling when it needs to have the elements of personal,  relevant and timely value delivered in an automated way.

Marketing automation fattens the funnel.  It is about the buyer who  needs to move from interest to desire to buying.  Veneers will not  accomplish this.  Only a thorough strategy engaging the buyer will.