Marketing conversion: Stop art for art's sake. Publish to sell.

Your company generates 50 – 100 – 200 online publications every month. Great headlines. High AVE. The people responsible for e-PR spend many hours to achieve this result. But does it translate into the number of visits to your website? There are no more inquiries, and ultimately – the number of customers doesn't grow. Why? And how can you change this? What matters: you don't need a revolution.

60 seconds changes the world

60 seconds changes the world

During 1 minute on the Internet, 571 new websites are created, over 1,000 posts are published, and internet users send 204 million emails. According to Cloud Technologies, as early as 2015, 20 quadrillion new data points appeared online within a quarter of an hour. And most importantly – approximately 2 million search queries are entered into Google every 60 seconds.

There is therefore a high probability that right now your competition is generating another piece of content, and a potential customer is searching for information about a product or service you have in your offer. The question is – who will they find faster: you or your business rival? The race is on. Time is ticking. Intuition tells you – you need to act. Generate content. Publish. Invest in e-PR. Wait for results. And then repeat the process from the beginning…?

The fact is that information found in search engines constitutes key business assets – explains Bartosz Zieliński, Managing Director at PR agency Commplace. However, it's worth approaching the subject with a so-called cool head. It's hard to resist achieving high KPIs for e-PR, but they need to be verified. Obtaining hundreds of pieces of information won't be effective when the pace of new ones appearing keeps accelerating. Even one interesting publication on a popular portal will disappear after a few hours. The result? No one will see your brand. No one will buy your product. No one will perform the desired action – adds the expert from Commplace.

Attract, don't pester

Attract, don't pester

Several thousand companies surveyed by Hubspot stated that inbound marketing (being found by the customer) allows you to acquire the most valuable leads (59%). Second place went to acquiring customers directly through the sales department (29%). The least valuable leads came from advertising and mailing, i.e., outbound marketing (16%). So how can you "be found"? It's worth asking yourself – how does a potential customer search for information? Gemius analyses showed that nearly 97% of Polish internet users use the Google search engine. Nearly 82% of them click on organic search results, and only 6-18% of sites get paid traffic. Over 90% view results on the first page. And 63% of those who enter a query in Google will click on the first three links.
The answer is therefore simple – you need to be at the top of search results. And marketing conversion can help with that.

Marketing conversion – publish and sell

Marketing conversion can increase conversion rates by up to 30%. What does this mean for your company? The ability to achieve a satisfactory level of sales without the need to generate large amounts of content and fight for more publications. The good news is that you don't need to generate new content at all, but cleverly use existing materials.

Bartosz Zieliński from Commplace explains: The marketing conversion service strengthens conversion and supports sales. Most importantly, however, you need to properly assess the potential of content, photos, and videos in correlation with search engine user behaviour. Optimisation is also important here, including comprehensive SEO activities. The result? Thanks to marketing conversion, Google lists valuable content in the top search results that will lead a potential customer to your company.

e-PR combined with marketing conversion will make your publications start selling. Customers will knock on your company's door themselves asking about your service. And you – will achieve a satisfactory level of revenue. Let's remember – in business there is no place for "art for art's sake". You need to act. But wisely.

Summary

The strategy discussed is based on marketing conversion, which can increase conversion rates by up to 30%. Instead of generating more publications, it's worth focusing on optimising existing content for SEO and adapting it to search engine user behaviour.

Data from the article shows that nearly 97% of Polish internet users use Google, and 63% click on the first three results. This shows that visibility at the top of search results is key, not the quantity of publications — as emphasised by Bartosz Zieliński from PR agency Commplace, pointing to combining e-PR with conversion.