When you think of conversion, you often think of e-commerce, of converting a site visit into an order or payment. It is the moment that the cash register rings. As important as this moment is, those who focus blindly on this 'hard' conversion actually want to go to bed with their potential customer too quickly and neglect the much-needed foreplay and afterplay.
Both before and after the purchase, different types of 'soft' conversion take place during list to data the customer journey. Conversion that is necessary to achieve the ultimate goal: making the cash register ring. Content marketing is ideally suited to promote that conversion, to entice your target group to take the next step.
Let's go on a journey
To clarify, I would like to make a customer journey. With you. To make a case, we need a usable model. There are many to choose from, but for this story I will take the eight B's of Mike Hoogveld :
To have a need
Conscience
Forming an image
To decide
To possess
Experience
To stay
Discuss
As you can see, you only get 'in bed' with your customer between the fourth and fifth B. That's where the purely commercial conversion takes place. To see what we can do before and after, we still need an appealing product that can serve as an example.
Maybe you are reading this with a cup of coffee or you are craving an awakening espresso or a sultry-soft Latte Macchiato… So what do you think about espresso machines? In this case, you are Barista Italia, an online espresso machine seller and I want to buy a machine. I just don’t know yet, because it is all still very latent.