Wait. What? “Did this completely depraved brand just just ask me to deal out little bumps of blow to my potential customers and clients in the name of marketing?”
People please. Have you ever known me to shy away from what’s controversial (that answer is a HARD NO)?
And while we’ll pooh-pooh at click-bait, God bless the legitimately effective headline/naming convention.
In fact, today you’re going to start thinking about yourself – in the words of the immortal Steppenwolf – as the pusher-man (or woman).
Un-Clutch Those Pearls! This is a metaphor.
An effective, clutter cutting one, if I may, judging by the fact that you’re still reading.
(Look, one doesn’t have to have any personal experience with blow to understand the concept I’m getting at here. And it has everything to do with online conversions.)
From a pop-culture perspective, blow has been in thousands of films, and the backdrop of many a hit single. I mean, how can you argue with the incomparable Eric Clapton?!
🎶🎶🎶 If your day is gone,
And you want to ride on,
Here’s what blow does (NO I am not extolling the virtues of drug abuse – stick with me here folks as I paint a good metaphor!)
It gives you a quick, clean little high – and then the buzz wears off leaving you wanting more.
And THAT’S exactly what your digital content should do if you’re out there trying to land more clients and/or customers.
I can’t TELL YOU how many times I’ve heard people bitching about how no one has purchased their $10,000 package that they’re actively promoting on Facebook! How no one clicked on their Facebook ad – or how they’ve clicked and left. Either way – ZERO CONVERSION.
Those same people would be LOUSY drug-dealers!
What in the hell are Micro-Conversions?
You might be wondering where in the H-E-Double Hockey Sticks I’m going with all this? Think about it this way – have you ever been researching a pricey product online, landed on a random website offering random offers, and *snaps fingers* hit PURCHASE?
(If you have, you’re an anomaly; and probably on a different level of blow dealing, so I’ll bow out of your interwebs corner anytime you decide to leave.)
No, chances are you’ll go through any number of micro-conversions during the course of your decision-making process.
For one reason and one reason alone.
Ain’t nobody handing over the multi-zeros unless you’ve walked them through an experience of what working with you might look like. For example, you might convert to a high-ticket 10K type item if you:
- Read a blog post that spoke to you (like this one!! LOL)
- Then you decided to sign-up for a monthly newsletter
- Opted-in to a discount offer!
- You’ve heard a podcast episode or two along the way that you loved
- Or a short Tik-Tok or LinkedIn video
- You’ve seen a cool image on Facebook or a hilarious brand tweet and shared them
- Maybe you’ve gone so far as to downloaded a specific guide
- Or leave a review
- Or Or!
And if you online conversion efforts have their wits about them, they are tracking the behaviours of Average Joe Customer. Seeing how all of your micro-conversions are adding up and where the gaps and opportunities are.
Here’s How to Get Someone Hooked (er, metaphorically speaking )
Much like your friendly neighbourhood dealer, the concept of content marketing is giving something away for free – BEFORE asking the consumer to start paying up!
However, unlike blow (or so I’m told!) people need somewhere between eight and 10 “hits” of content before they’ll even consider buying.
And that means you have multiple opportunities to deliver quality bits of content to lure your ideal customer or client to g̶e̶t̶ ̶h̶o̶o̶k̶e̶d̶ convert!
People are being bombarded with advertising these days – believe it or not the average person easily sees somewhere in the vicinity of 5,000 ads PER DAY. The reason? Because the best pushers out there – those Big Boy social platforms – need to make coin! Facebook generates upward of 98% of its revenue from ads. And Twitter? Their share is around 85%.
So, if you’re a marketer trying to cut through that noise and clutter, micro is the way to go.
People are busy, they don’t have time to watch a twenty-minute video or read a 2,500-word long post. (Although those have time and space in your calendar; but more on that later.)
Here at c+p digital, we advise clients to embrace micro-content. And we snort our own blow! That means short podcasts, regular blogging, videos that clock under five minutes in length, and using platforms like Canva to craft highly-shareable (and easily digestible) social content on a couple of platforms that suits our vibe.
Micro-content results in micro-conversions which – in a perfect world – will ultimately result in MACRO conversions. Those mini bumps of blow have served a purpose – and that purpose is building trust, and leaving your consumers wanting more.
No one’s buying going to buy an ounce before trying the *koff* product a few times. And likewise, no one is going to drop 10 or 15 grand on whatever it is your selling if they don’t believe it can deliver the hit they’re looking for.
If creating a bunch of micro-content sounds overwhelming to you – come talk to us! We can help you be the pusher-man you need to be to hit that end game of increased lead generation and macro-conversions.