When it comes to lead generation, we marketers are always looking for direct causes. Today, this is a seriously misleading thought, and no longer serves the same purpose it once did. Not every conversion can be traced back to a specific cause. As people increase their social levels along with their use of social platforms and devices, causes for conversions are going to become more difficult to find.
When I first joined Twitter on April 12, 2007, it was a lot less crowded. Those are the days when blogging was still young, and Facebook required a .edu email address to join. Today, the social landscape is a lot more crowded with citizens and marketers.
Back in those days, Blackberry ruled the mobile world, and tablet computing was a hope in the hearts of every geek. Google Ads were cheap.
Today, to be successful, we implement Trifecta Marketing™ campaigns for our clients, that include passive, active and pro-active marketing strategies. Why? Because a more complex marketing landscape requires a more complex solution.
Here is how most people see causation in marketing:
This is a very limited view, and rests on the assumption that your funnel is actually a straight line of causes. A occurs, which causes B to occur, which in turn causes C.
This is an outdated view.
Here is how things occur in reality:
Above the A->B->C line of cause and effect that we see in front of us, that our analytics show, is an ABC that has made A->B->C possible.
As an example, let's say you've launched a sales campaign. You created a landing page, and are sending people to it from pay-per-click (PPC) Google ads and a banner ad on your blog. For each sales conversion, your goal, your analytics will tell you:
- Where the person came from: the PPC ad or the banner on your blog.
- How many people viewed your landing page
- How many people made the purchase
That's A->B->C stuff. However, it's not the full story.
The Story of Sally and Victoria
One woman who just purchased your product, Sally, has a friend named Victoria. Victoria has been reading your blog posts for the past few months but hasn't made a purchase, left a comment, or taken any other action other than read. To you, she's anonymous.
Today Victoria saw your product ad on your blog, knew it was a fit for her friend Sally, and told her all about it. Sally, a brand new client who didn't know about you before today, made the purchase based on Victoria's recommendation.
What your analytics won't tell you is that Victoria referred Sally to you. The only way you'd know about that is to have an exit survey on your shopping cart, and ask Sally to tell you how she heard of you.
It's Not A Choice
The other day on a project update call, a client of ours, Lisa, said something very profound. She said that she was happy to see that what they are doing is working. And then she said the most important thing: it isn't one thing that was working, it was everything they are doing that is working.
When clients ask us if there is one thing they should be doing, the answer is a resounding yes – all of the above!
Which option should you choose: content marketing, social media, paid advertising, direct mail, expanding (or building) a sales force, PR? Yes!
The marketing landscape is becoming even more fragmented and complex. I remember when there were less than 100 channels on television. Now there's a channel for just about every type of person and topic. However, some things will never change.
You must clearly define your ideal client and connect with them.
Everything that you do in your business must be focused on serving that singular group of people. And once you determine who they are, use everything at your disposal – Trifecta Marketing™ – to connect with them.
There is underlying causation bringing those people to you, causes that aren't easily measured. It could be one thing you're doing, or it could be the result of all of it.
Give your ideal clients as many reasons to purchase from you as possible. Do that, and I guarantee you'll be successful.