Word of the week: Conversion marketing
Conversion marketing refers to the point at which a recipient of a marketing message performs a desired action. As marketing has evolved from outbound to primarily inbound, due in part to technology, social media, and efficiency, conversion marketing has maximized the opportunity for potential customers to become actual customers. One example of conversion marketing taking place is through email marketing campaigns. Email marketing has rapidly grown over the past few years; in fact, an entirely new concept, marketing automation, has grown out of the email marketing notion. Conversion marketing commonly occurs through marketing automation systems such as Marketo or email marketing programs such as Constant Contact in various ways. For example, getting someone to open your email is a conversion and having them click on the link within the email is another conversion. The more conversions that occur within your marketing campaign, the more success your campaign will have and you’ll see an increase in the amount of leads converted to clients over time.