In the recent poll here on Crafting an MBA, the number one area people wanted more help in is marketing and PR. But less people noted that they needed help with sales. This makes me wonder, is the goal of marketing just to get someone to look at your work, or are you doing everything possible to get someone to buy?
I mean, its nice to have increased page views and people telling you they love your work, but you can’t pay the mortgage with page views and complements. At some point, you want to convert those eyeballs into sales.
I recently read Inbound Marketing by Brian Halligan and Dharmesh Shaw. As far as online marketing books go, its pretty useful. Its especially helpful if you aren’t that comfortable with social media, and aren’t sure how to apply it to your business. There were two aspects of the book that particularly struck me:
The first was an emphasis on creating remarkable content. The premise is that if you create content that is useful and interesting to people, they will find you. The second was the authors’ focus on sales in the latter half of the book. They were basically saying, its great to bring in viewers, but at some point you need to get them to buy something to stay in business.
So my question to you is, if all your marketing efforts paid off – if you suddenly got a huge boost in traffic, or some great press, would you be ready? Are you giving your customers a compelling reason to buy? Are you giving them all the information they need about your products? Are you capturing emails to help build future sales? Or are you so worried about bringing in new viewers that you aren’t capitalizing on the ones you already have?