It’s fascinating watching a dad teach his son to play pool for the very first time.
The guidance. How you hold the cue. The angle of approach. Focusing on the white ball. Hit through the ball. Aim for the striped ball. Then the moment comes. The cue sweeps across the ball and dad patiently explains, once more, the procedure.
What the son really wants to do is belt the white as hard as he can. That way you’re bound to pocket a ball.
That’s the approach many marketers are taking with their website. They ask “Why be so tentative? Take your best shot and fingers crossed you’ll hopefully pocket the black.”
The great pool players are always thinking one step ahead. Where they strike the cue ball to pocket the stripe leaving them ready for the next successful shot. There’s a planned route of attack to get to the black. The final conversion.
Smart marketers follow the same approach. Do they look for the immediate sell, or do they plan the route to earn that sell? They execute the masterstroke that leaves the table open, ready for the next shot. Always thinking about that next shot.
You don’t win the pool game with one almighty shot. It’s a studied process, always in random circumstance (The balls are never in the same position. Your visitors are never of the same intent), that wins you the game. The ability to line up for that final shot on the black.
What’s your gameplan? Are you going for the hit and hope? Are you gambling on your competitor being an even poorer hustler? A default opportunity to get to the table?
Your next shot won’t always be the black ball.
Conversely, if you play too defensive, playing safe, you’ll get hurt. You’ll be outwitted by your competition.
YOU READY FOR THE NEXT SHOT?
Always be thinking one step ahead:
- The blog post – so people are reading your latest post, what’s next? More reading from that category or perhaps a convenient newsletter subscription?
- The email request – is it clear what the subscriber will receive? Have you clarified on site as well as in auto-response email?
- The landing page – once your visitor has submitted their details what would you like for them to do next?
- The digital download – assuming your download is read, how are you following up by email? Are you ensuring safe receipt and prompting questions?
- The webinar registration – for attendees, are you offering a recap, a download so you can share knowledge online and off?
- The checkout page – the order has been processed. Is that it? Is there more you can offer to build a long lasting connection with your new customer?
What micro-conversions take place in pursuit of the black ball? The game winning conversion.
Successful growth marketers spend time at the table. Learning the game. They know no two shots are the same. That’s why they just keep on practicing. Learning from mistakes. Testing ideas. Executing plans. One shot at a time. That’s how you win at the table and on your website. Knowing what that next shot is.
Written By:
