For us, when we dig deeply into a client’s online marketing, we often find many more opportunities than problems. This whole business is just so immature that most organizations have millions of dollars in untapped ROI potential. Going beyond landing pages is like finding buried treasure—three inches down in the sand on your favorite local beach.
One such buried treasure is what I call the conversion chain. It’s the actual tactics or process employed to execute the conversion. If you think fulfillment is boring or perfunctory, you’re missing this huge opportunity.
When a conversion is a chain of events instead of a single event, it generates a chain of events in return. That chain of events is a booty worth digging for.
Lead-Gen Landing Page Example
We have a significant number of lead-gen clients that use white papers as the carrots for their rabbits. Let’s assume that the persuasive process of honest seduction to get those rabbits from 0-60 so they grab for the carrot is a done deal (and a topic for another blog post (or book)).
Traditional Single-Event Fulfillment
Most of the time, white paper delivery is as simple as:
- Submit the lead-gen form and on the ‘thank you’ page give a link to download the white paper.
- Submit the lead-gen form and receive the white paper via email.
There are untapped opportunities buried in fulfillment. We’ve found that once people get beyond the high-stress moment of committing to give us data, they actually loosen up. It’s at this crucial time that we’re delivering the carrot to the rabbit. How we deliver it makes all the difference in the world. Consider this real-world fulfillment chain:
- Pre-prep users that the white paper will be emailed (to ensure higher integrity in collected data).
- Provide several tightly targeted resource links into your website from the ‘thank you, check your inbox’ page.
- Send a richly messaged HTML email with a link back to a white paper library to download the white paper (as well as bonus materials).
- Link into your website to a richly messaged page that includes the white paper library as well as highly attractive cross sells of targeted, engaging content, tools or even products.
Even this simple example multiplies engagement several times over—for free—still building off of the same carrot, the same good will. And before anyone gets user-defensive, please note that our example is actually over delivering on our original promise of a white paper. Now they’re getting access to an entire library of related white papers—not just one.
Consider the opportunity mined from the seemingly mundane task of delivering the white paper:
- A richly branded and messaged impression in their email inbox (that tends to stick around)
- At least one website visit
- Over delivery—exceeding user expectations (great brand props)
- Oh, and the rabbit got the carrot