Posted by Kate Phizackerley on 03:11

I have been quiet because it was nose to the grindstone to launch Egyptological our new website.  I doubt the specifics will interest this audience but it demonstrated again that first impressions count.  I talk a lot about marketing but its limitations need to be understood - unless one is lucky enough to have enormous resources.

Marketing encourages people to make one specific interaction maybe to visit your site or store, arrange a test drive or attend a presentation.  Then conversion is what matters. An immediate sale helps because it established a clear relationship but in areas like professional services, an immediate sale is rare.  Conversion in that context is often about moving people from a cold state to one in which they will consider future invitations positively and without a large marketing push. In short, at the least you need to generate an ongoing interest.

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