I’m currently reading Rand Fishkin’s book “Lost and Founder”, great read by the way!
In the section on Growth Hacking are some facts about the Moz web site and conversations.
Conventionally wisdom is that marketing and sales is all about speed, right? Wrong!
Somebody comes to your website, you then follow them around the web for the next month remarketing and buying ads. I’m sure it gives you a conversion. It annoys people like me and Ted Rubin pointed out in a recent blog that it devalues your brand. But you are still doing it?
(I’m that guy who will deliberately buy from a competitor if you remarket to me. It would certainly be interesting to see if your competitor sales go up when you start remarketing. Anyway back to Rand’s book.)
If you visited the the Moz website from Google and signed up for the software you would be a customer for 4 months from a global average of 9.
But if you visited the Moz website 12 Times in a 3 month time span, and you signed up for Moz software then on average you would be a subscriber for 14 months.
As Rand says “ Turns out the most loyal customers, spent considerable time on the website, participating in the community, consuming educational resources. It’s actually in Moz’s interest NOT to promote too fast to new visitors”.
He goes on
“We need to to wait until our audience are ready to be engaged with us before we nudge them forward.”
This just a one off?
Our friend Graham Hawkins in Australia works with Hubspot, he tells the story how he tried to buy the product and they refused to sell it to him and told him he wasn’t ready yet.
This may all sound counter intuitive but sometimes in Marketing Down is often up!
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