The True Test of a Marketer's Effectiveness: Post Conversion

Dylan Notturno | Nov. 10, 2022

Marketing is the process of communicating the value of a good, service, or brand to an audience. As such, marketers will tell you that their job encompasses an entire customer’s journey–from initial contact until conversion–and they are correct; however, the true test of our efforts is post conversion. After this milestone has been reached, the question is whether or not that individual will continue to engage with the business. In other words: Was the marketing effective enough to foster a relationship that will result in repeat business? Recognizing the importance of the post-conversion phase is vital for future growth and a well-rounded marketing strategy.

Fostering Relationships: Pre-Conversion Phase Significance

Establishing a relationship with a consumer is a very powerful strategy for marketers. From the moment a potential customer sees an advertisement, or discovers a possible solution to their problem, an opportunity to provide value is created. Before we can even consider a consumer a customer, we have to identify the problem they are attempting to solve and then align that with the solutions the business can provide. This process in the pre-conversion stage has multiple layers and will differ depending on the type of business, among other factors, but the principle of relationships holds true.

If a business can provide a solution and initiate a dialogue with a consumer,

the better equipped the company is to actually convert that individual into a customer.

Relationships can take time to develop, whether that is through artificial advertising tactics or built overtime with organic traffic. Depending on the goods and services you provide, the full value of the aforementioned must be communicated pre-conversion so that the consumer understands what they are purchasing. A converted customer who is informed is more likely to be satisfied with their purchase because the business took the time to form a relationship and to outline exactly what their good or service has to offer. Relationships are built on trust and mutual understanding, and a customer’s payment does not ensure that those two things have been achieved. As a marketer, transparency in advertising and communication is crucial in developing trust with an audience. With those qualities being at the forefront of your marketing efforts, the better equipped your business is to be appreciated and trusted by consumers.

Generating Growth Momentum

Businesses succeed when they grow. As a marketer, one of our primary goals is to communicate the value of a company to its audience to generate growth of the brand. One tool that helps clarify that growth trajectory is a flywheel. A flywheel in business is an effect that takes place when multiple smaller victories build upon one another, creating momentum, resulting in a much larger win: Growth. These flywheels are often self-sustaining business operations that generate a steady stream of prospects for a business’ brand. While not every business is ready or able to identify self-sustaining opportunities for itself, the general concept of uncovering what is generating momentum for your company is an incredibly powerful insight.

How does your business attract consumers? How do you engage with them? And how do you then provide value? These three questions are the basis for any basic flywheel. A business might have multiple answers for each, and that is great news!

Determine the goods and services that are the most attractive, result in the highest amount of engagement,

and therefore possess an immense amount of value.

The flywheel is your insight into how your business generates engagement with your audience and results in momentum for the business’ operations. Once this has been identified, focus on repeating the process. One happy customer can translate into another happy customer. And more notably, one happy customer can become an even happier customer if they find enough value in your business to purchase again.

The Fruits of your Labor: Post-Conversion Phase

Customers who are loyal to a business are usually the happiest: They’ve found a solution to their problem, and they get an immense amount of value out of that relationship. This is why post-conversion is the true test of a marketer’s effectiveness.

Once trust and mutual understanding are established, a relationship can be strengthened immensely. Additionally, if the business has outlined its most effective way to continue to engage with its audience and create momentum in that regard, value continues to be delivered in the manner that is most likely to be sought after and consumed.

The post conversion phase informs the marketer if their strategies were able to achieve all of the aforementioned,

and as a result, if that customer will continue to engage with the business.

Customer Lifetime Value (CLTV) increases as a customer purchases more from a business, and Customer Acquisition Costs (CAC) might see a decrease if marketing efforts become more effective. Listening to your target audience is key in building your flywheel, and doing so makes the post-conversion phase an exciting moment in a customer’s journey.

Why Repeat Customers make us feel so Great

Repeat customers make a business feel great for one simple reason: It means that the business is working. Not only is it generating revenue, but the target audience is continuing to be served in a manner that is actually effective and appreciated.

Relationships are a two-way street. They not only benefit the target audience, but the business as well. A repeat customer is going to engage with the business more overtime as value continues to be derived from their interactions with the goods and services. These interactions inform the business on what’s working and what isn’t, and that information is invaluable in making product, price, placement, and promotional decisions. A marketer who does not have access to an audience that is informed, engaged, and loyal can be blind to the emotions, desires, and needs of those individuals. But with an emphasis on building strong relationships and repeat customers, a marketer is enabling their business to have the knowledge it needs to succeed.