The Role of Effort in Conversion

content marketing and business conversionsYou’ve probably heard the phrase, “we judge ourselves by our intentions and we judge others by their actions.” It’s one of my personal, favorite perspective changers. It reminds me to use a quiet voice and step back to see what the other person or company was intending to do.

However, this phrase is also true when it comes to sales and marketing. Networking Solutions just posted a great article about marketing metrics you should avoid. The first on the list is the amount of effort you are putting into something.

Their example is a social media campaign, but it works in any marketing or sales initiative. Yes, it’s true that you can’t watch the bottom line without focusing on effort. Unfortunately, 15 hours of social media rarely equals X amount of sales. And unless you have a proven track record of Return on Investment (ROI) with your other initiatives, you shouldn’t start at the effort point of the problem.

So what role does effort play in business conversions?

1 – You can’t get conversions without effort—

there is an initial investment of sweat, equity, and various attempts. No business is exactly the same, and therefore you have to find what marketing mix works for you.

2 – Effort is the #1 difference between just okay and awesome business conversions.

The expression “if it isn’t broken don’t fix it” can keep you from astronomical profits. Doing A/B testing and other modifications can turn your 3-5% conversion into 15-20% overnight.

3 – Effort makes yours a real brand.

Transparency is the name of the game these days. And social media, 24/7 customer service, and a cohesive brand all take effort. This is a lot of hours for a very put off ROI.

4 – Effort is a risk…worth taking.

In today’s economy, there is nowhere to go but up. Young industries like content generation are being shaped and people are able to launch businesses with very little overhead. The difference between the person planning a website and the person making money is the effort.

Even though effort doesn’t produce exact results, there are a multitude of returns. The current business landscape is changing rapidly and that means anybody has a chance to succeed. The risk takers are the ones bringing home the bacon. I hope this encourages you to keep fighting the good fight, even if your business is leveling out. Keep tweaking and trying until you unlock the clog between visitors and buyers.

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Amie Marse is the founder of Content Equals Money. She lives in Lexington, KY with her two dogs: Billie and Lily. She has been writing content for her web based clients since 2005. She launched Content Equals Money in Oct of 2010, home of conversion focused content writing services. She loves to chat about small business development and how to make content equal money!

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