MARKETING HOW-TO CONTINUED ...
20 percent jump isn’t a big ask based on the current conversion.
Take a second and think about the above info: A 50 percent increase in new customers is massive. From an investment standpoint, it costs a fraction of the money to improve your conversion numbers as opposed to figuring out how to generate 50 more leads, which is what would be required if you wanted to get the same increase in sales without first knowing your numbers and tweaking them.
Here’s my final question for you: Is it worth it? Of course, we won’t know until you run the numbers, but in my experience, few businesses are run well enough that they can’t find areas to improve in the above categories — and those tweaks will ultimately lead to bigger profits in 2019. –Shaun
The next goal will be to make a small improvement to our opportunity conversions. It wouldn’t take much effort to go from 29 percent conversion to 33 percent conversion. With the improvement in both the number of qualified leads and lead opportunities, we increase 18 opportunities to 25 total opportunities. If that was all we did, we’d be in good shape. But what if we could also improve our close rate? Of course, this is the most difficult number to improve, so let’s make the smallest tweak here. By improving your sales conversion number by just 2 percent, we’d go from six new sales per 100 leads to nine sales per 100 leads. Although we only made three small tweaks to our numbers, we actually increased total new customers by 50 percent!
RESOURCE OF THE MONTH
STAND OUT Let’s do a quick test. Think about the details from your favorite book. What was the weather like? What did the main character wear? How did they decorate their home? To compare, now try that with your favorite movie. Enter, Canva. Launched in 2012, Canva provides free design templates and customization options to help
Canva knows design might be like a foreign language to you, so it keeps its format and design hub simple and easy. Users start with a base for the kind of campaign they are hoping to create — such as a Facebook post or a website banner — and Canva’s creation space allows them to get crafty without fidgeting over what the specifics of the platform mean. Once you have the layout of your image complete, Canva allows you to share your creation straight to social media or receive printed versions. After six years, Canva is still looking for ways to provide their customers with a simple designing option. In 2018, Canva announced it was partnering with Dropbox to allow users an easier way to utilize their own photos. This gives users more customization options along with the detail- oriented selections provided by Canva. You don’t have to be a neuroscientist to figure this one out. If you want to be memorable, you need great — not just good — visuals for your business. See how Canva can help you be as memorable as your favorite movie. HOW CANVA HELPS YOU CREATE CAPTIVATING VISUALS
business owners, social media managers, marketers, and even your neighbors to create fun, informative, and engaging graphics to pull in viewers. Users can customize their own images or stock photos for a variety of digital and print platforms using detailed fonts, colors, and graphics.
There’s a good chance you remember more of the small details from your favorite movie, but that doesn’t mean you’re a movie buff and not a word nerd. It just means you’re better at processing cues the way all humans do: visually. Recent studies on how humans perceive visuals found that your brain fires more neurons when perceiving images than words. This increases your chance of remembering images. Unless you’re a neuroscientist, this might mean nothing to you until you consider the kinds of images you’re putting out to your customers and clients every day via social media, posters, fliers, and your website. You need visuals that are up to par with the images that stick in your customers’ brains the most, but when you’re not a designer, that can be overwhelming.
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