Conversion Rate Success is Rare

Hubspot released some statistics that most start-ups won’t find surprising. Of the businesses surveyed, only 22% were satisfied with their conversion rates. When developing a digital marketing strategy there are many pieces that can easily be overlooked which will result in low conversions. Matei Gavril, a creative marketing manager, recently outlined some areas where start-ups and other organizations should focus when they attempt to strengthen their digital marketing strategy. Some of the ideas aren’t new but a few stand out.

A digital marketing plan is almost as important as a start-up’s service or product. As such, a business needs to develop their marketing plan early on and dovetail that plan to the business’ overall growth plan and mission. Gavril also suggests hiring the people you need before you need them. In other words, build up a team or find a skilled individual who is capable of providing digital content, tracking conversions and analyzing metrics. Hubspot’s statistics showed that less than half of all marketers surveyed said “they were able to measure their social activities.” Start-ups should find and hire people who can do the job. Without accurate measures of investment returns, a digital marketing strategy can become a loss rather than a gain.

Another insight that is rarely discussed is the need to focus on one concern. Digital marketing encompasses a wide range of areas, including shifting demographics, multiple platforms, various ad payment options and that’s only a few of the pieces needed for successful marketing campaigns. The options are overwhelming. Gavril suggests sticking to one aspect at a time and doing it well. If you know your industry appeals to a certain demographic then spend your time researching that demographic and establishing a niche. Focus on building that campaign, monitoring its effectiveness and nurturing conversion rates before moving on.

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