Blog marketing strategies must be informed by continuous review of your analytics. Doing so ensures that your ad campaigns are producing projected traffic and conversions.. Doing so ensures that your ad campaigns are producing projected traffic and conversions. In our last post we described the use of widgets as a business blogging tool that is proving to be effective for gaining brand exposure.

Persuasion Scenario

Other online marketing devices are click-thru ads or banner ads. They all serve as the first step, or “driving point”, in the process of conversion known as a “persuasion scenario.” The following are stages in that process:

• driving point
• The funnel point
• waypoint
• Another waypoint
• resolution point
• conversion beacon
• conversion point

ClickZ.com has a good example in their archives, using a potential car buyer to demonstrate the above points.

• The driving point: Donald sees a TV ad for the new Corvette and makes note of the URL on the ad.
• The funnel point: He lands at the URL.
• A waypoint: He clicks the “Performance Page.” This page presents Donald with a compelling argument for financing through GM.
• Another waypoint: He clicks on the “GM Financing” page. Thought this is a business-focused waypoint, Donald was still pulled into it, not forced.
• The resolution point: Donald is now gaining resolve to at least take a test drive, but he wants to make sure he can find a color and interior style he likes, so he clicks the “Available Colors” page.
• The conversion beacon: Donald sees his favorite color and interior and is now considering which local dealership he’ll visit. He clicks the “Test drive at your local dealer” link and fills out a short form.
• The conversion point: Donald is presented a page listing several local dealers. He clicks the ‘print map’ link for his nearest dealer. He’s a now a lead generated by a GM corporate site.

Study Data To Achieve Good Conversion Rates

A scenario can be composed differently, there are any number of variables , but the value is in learning the behavior of your reader/customer and adjusting your marketing accordingly.

“Not only are these persuasion scenarios exciting to marketers, they’re also measurable and accountable to business goals by design. Since each of these scenarios posits a model for customer behavior, each can be analyzed and optimized.”
(Source)

Sphere: Related Content

Tags: Blog Marketing, business-blogging, conversions, conversion_point, conversion_rates, funnel, marketing_strategies, persuasion, traffic, widgets

This entry was posted on Friday, July 13th, 2007 at 2:37 pm and is filed under Blog Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.