Develop Clear Individual Goals (Conversions)
When you craft your message, it has to have a clear call to action: clear goals, or conversions. The whole reason you are participating in that conversion is to build trust to sell. Be sure each message meets a predetermined definition for conversion. Here are some examples:
- Increase revenue through e-commerce
- Collect user-generated content
- Increase web traffic
- Product or service awareness
- Loyalty and peer support
- Collaboration
- Innovation (ideas)
- Promote events
- Sale or closeout
- Reduce tech support
- Increase e-mail subscriptions
- Drive telephone sales
- Build brand awareness
Develop one call to action (conversion) per message, especially when using e-mail. More than one call to action per message will confuse and weaken your conversion.
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