As digital marketers, we have a wealth of data at our disposal, affording us the ability to measure our successes and failures in real-time. With the ability to measure, track and chart our performance, though, comes a tendency to hone in on the things that can be measured, tracked and charted. That can lead to a tunnel-vision focus on conversion. While conversion is typically the end goal of a digital marketing program, it can be easy to forget that it is the end goal. Even in conversion-driven tactics like pay-per-click (PPC) advertising, it’s important to reach consumers at all stages of the buyer’s journey, starting long before conversion.
Your prospects’ journey to conversion probably looks something like this: