Part VI: Understanding the Power of Conversion
by Scott Anderson Miller
Inbound Marketing For Dummies
- Cover
- Cover
- Introduction
- Part I: Getting Started with Inbound Marketing
- Chapter 1: What Is Inbound Marketing, Anyway?
- Knowing the Basics of Inbound Marketing
- Understanding Inbound as a Philosophy and as a Marketing System
- Learning Why Inbound Marketing Is Important to Your Organization
- Exploring the Benefits of Inbound Marketing
- Defining the Differences between Traditional and Inbound Marketing
- Understanding the Four Objectives of a High-Performance Conversion System
- Introducing the Three-Step Inbound Process
- Things You Can Do Now
- Chapter 2: Introducing the Inbound Philosophy into Your Organization
- Chapter 3: Diagnosing Your Current Inbound Marketing Performance
- Chapter 4: Prescribing Strategic Inbound Marketing Solutions
- Chapter 5: Applying Inbound Solutions: Executing Your Plan
- Chapter 1: What Is Inbound Marketing, Anyway?
- Part II: The Art and Science of Consumer Connections
- Part III: Building a Customer Conversion Machine
- Chapter 9: Building Your Conversion Machine
- Understanding the Importance of a Conversion Machine
- What’s a Conversion Machine?
- Building a Super-Powered Website Engine
- Fueling Consumer Connections with Content
- Creating a Frictionless Buying Experience
- Achieving Unusually High Performance (Success)!
- Testing Your Attraction and Conversion Points
- Things You Can Do Now
- Chapter 10: Organizing Your Website for Attraction and Conversion
- Making Your Website Attractive
- Defining a Content Management System (CMS)
- Choosing Your CMS
- Involving Your Developer with Your Marketing Efforts
- Gaining Access to Your Website
- Building Your Website on Conversion Architecture
- Identifying Wireframes That Work
- Creating Your Website Content
- Applying Website Metrics
- Things You Can Do Now
- Chapter 11: Creating a Call-to-Action Map
- Chapter 9: Building Your Conversion Machine
- Part IV: Fueling Visitor Needs with Content Marketing
- Part V: Attracting Visitors to Your Website
- Part VI: Understanding the Power of Conversion
- Part VII: Measuring Success with Analytics
- Part VIII: The Part of Tens
- Chapter 24: Ten Steps to Implementing Inbound Marketing
- Determining Whether Your Organization Is Open to Change
- Discussing Internal and External Goals with Other Departments or Colleagues
- Formulating Your Company’s Customer Conversion Chain
- Determining Budget of Time, Energy, and Money to Achieve Goals
- Performing an Inbound Marketing Assessment
- Writing Your Inbound Marketing Strategy
- Assigning In-House and Outsourced Inbound Marketing Responsibilities
- Retooling or Rebuilding Your Website
- Writing Your First Shared Strategic Blueprint
- Beginning Content Creation
- Chapter 25: Ten Important Inbound Marketing Metrics
- Lifetime Value Of Your Customer (LTV)
- First Action Value (Purchase)
- Cost-Per-Acquisition
- Return-On-Investment (ROI) Cost-Per-Lead/Cost-Per-Acquisition
- Presentation-to-Purchase Close Ratio
- MQLs-to-SQLs Ratio
- Contact-Conversions-to-MQL Ratio
- Unique-Visitors-to-Lead Ratio
- Cost-Per-Lead
- Buyer Purchase Path Sales Cycle Timeline
- Chapter 24: Ten Steps to Implementing Inbound Marketing
- Glossary
- About the Author
- Cheat Sheet
- Connect with Dummies
- End User License Agreement
Part VI
Understanding the Power of Conversion
For an explanation of the key points of the Customer Conversion Chain, see www.dummies.com/extras/inboundmarketing.
In this part…
Understanding the definition of a conversion.
Breaking down the Customer Conversion Chain.
Learning multiple conversion steps that occur before the ultimate conversion.
Collecting customer data properly.
Using data responsibly and respectfully.
Reconnecting with customers with conversion data.
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