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.
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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