As a business owner, I assume the following are important to you:
- Educating your audience
- Appearing as a credible expert
- Improving yourself, your product, and your service to best serve your customers’ needs
- Solving your customers’ problems in ways that others couldn’t
For your business to be successful (i.e., to generate profit) and to achieve the above list, one thing is more important than anything else: having enough conversion!
What is a Conversion?
According to Google: ” An action that’s counted when someone interacts with your ad or free product listing (for example, clicks a text ad or views a video ad) and then takes an action that you’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone.”
In simpler terms: it’s any action your customer does for you.
Of course, the most valuable form of conversion is a sale.
However, there are many other forms of successful conversion, depending on what the specific activity aimed to achieve with the target audience.
For a beginner business owner where your target audience is still unfamiliar with you, it would be a mistake to measure success and progress solely by purchase conversions.
For example, if you are just starting out and want to promote your brand, conversions could include:
- Following you on social media
- Liking your blog post
- Visiting your website via the provided link
- Clicking on your ad
- Watching your video
If your audience is already aware of your brand and the solutions it offers, conversion could include
- Subscribing to your newsletter
- Filling out your form
- Commenting on your post
- Registering on your website
- Downloading your ebook or guide
- Signing up for your webinar
When they are at the point of wanting a solution to their problem and are determined to make a purchase, then measuring purchases as a conversion comes into play.
Customers at this stage can be assisted in their decision-making process by:
- A fast website
- High-quality photos on your site
- Regular newsletters
- A simple and easy purchase or booking process on your site
- A strong content marketing strategy that posts relevant and useful content
Organic or Paid Conversion?
Organic traffic refers to when a visitor reaches your site without ads or commercials.
1. The primary way this happens is by ranking well on search engine results pages. When your customer enters keywords into the search engine and finds you—this is the most common case of organic traffic.
2. Visitors can also reach you organically through your social media posts. For example, they see an interesting post and visit your website to learn more about you.
3. Additionally, if someone else references you in their content and visitors reach you via the provided link, this is also considered organic traffic.
The advantage of organic traffic is that visitors come to the website because they are interested in the content or information found there, not because they saw paid ads about it.
This indicates that the website offers relevant and valuable content to people, naturally aligning with their needs and interests.
In other words, you didn’t “force” attention but earned it with your valuable content.
Of course, I’m not saying that only organic traffic is good and ads are unnecessary! In the short term, to achieve immediate results, ads are indeed necessary.
However, in the long term, beyond conversions, you gain numerous benefits by creating content following a conscious content marketing strategy, such as:
- Educating your audience
- Enhancing your expert status
- Solving your customers’ problems
- Building a community
- Increasing the value of your product/service
These are not results that can be expressed in numbers.
But just because you can measure something doesn’t mean it’s the most important thing.
Photos:
https://www.pexels.com/photo/photo-of-people-using-laptop-3194519/