Marketing 101: What is conversion?
I recently attended an event on social media for film and video professionals. There were four panelists: two social media experts and two video pros who are very active in using social media to market their work. The crowd ranged from very green on the topic to a few power users.
What stood out to me was that when the questions got started, one of the social media experts went off on a marketing riff and threw out the term “conversion.” A hand immediately shot up and asked, “What is conversion?”
Flat out the best question of the evening.
Sometimes as marketers, we get lost in a sea of acronyms — CRM, SEO, ROI, CTR, etc. — and it only took one word to remind me that not everyone gets all of these references.
To be a truly successful marketer, you want to be as transparent as possible as well as provide clarity. If your message is anywhere in the world of insider esoterica where the audience might be confused, that message is lost. And maybe worse than just ignored, the audience might even feel left out.
What is “conversion”?
The definition in the MarketingSherpa glossary that appears in MarketingSherpa handbooks defines conversion as, “The point at which a recipient of a marketing message performs a desired action.” In other words, conversion is simply getting someone to respond to your call-to-action.
Getting someone to open an email is a conversion. Having them click on the call-to-action link inside that email is another conversion. Going to the landing page and filling out a registration form to read your content is a conversion. And, of course, buying your product is the ultimate conversion.
For consumer marketers, conversion can be relatively fast and simple. A possible customer scans a QR code to get a coupon (that’s a conversion right there), and then they immediately go to the restaurant to get their free french fries with a burger and soft drink purchase. (That’s the key conversion.)
In the longer and more complex B2B sale, you want a steady series of small conversions. Engage with your lead nurturing email sends, engage on the website, interact with your social media efforts, and hopefully do a lot of these activities on a mobile device.
Empathize with your audience and customers
At the end of the day, acronyms and insider terms are fun, but to be successful, you want to reach as many people as possible with as much clarity and transparency as possible. If your message is not understood, it is wasted.
That’s why I loved that quickly raised hand when the word “conversion” came up during the panel discussion. I knew what that expert meant, but most of the audience didn’t. I learned a lot from that discussion that the expert didn’t even intend to convey.
Conversion Rate defined