Marketing Examined - 🔍 The Conversion Flywheel

Building a landing page?

This newsletter issue will help. 

I'm breaking down a four-part framework that I call the "conversion flywheel."

Gimme 3 minutes and we'll improve your conversion rate.

In platform, reporting created a grey area between ad spending and revenue generated.

This is why first-party data continues to become more and more important.

This is where Northbeam enters the chat.

Northbeam stitches together every touchpoint, every channel, and every campaign into data that helps you make sound decisions.

Since its founding, Northbeam has helped marketers track over $10 billion in ad spend and over $10 billion in revenue.

And companies like The Ridge, HexClad, and Kizik averaged a 44% revenue increase after integrating Northbeam.

So, if you’re tired of the confusion, panic attacks, and headaches from second-guessing your analytics, then click here and take Northbeam for a spin.

Your revenue will thank you later.

There is a simple framework that transforms the effectiveness of your landing pages.

It’ll help improve your conversion rate by improving:

• How you communicate your value proposition
• How you communicate the process behind the value proposition
• How you bring it to life visually

It’s called the Four Cs.

1. Clarity - Communicate one idea and one idea only.

2. Context - Communicate exactly how you create the value you promise.

3. Creative - Bring your words to life by helping the customer visualize the value.

4. Call To Action - Remind them of the value on the backend of action.

Here’s a phenomenal example by HotJar:

Here’s how it nails the Four Cs:

1. It communicates exactly what the product does = Clarity
2. It communicates how the product does this through visual insights = Context
3. It shares a product video to show you how it works = Creative
4. It tells you to get started for free = Call To Action

And then they stamp it with layers of social proof.

I call this the recipe for a “conversion flywheel.”

Where every aspect of your landing page works cohesively to inch the customer closer to making a confident decision.

So, when you create your landing pages, answer these four questions:

1. What’s the one idea or benefit I want to communicate?
2. What context supports how this value or benefit is created?
3. What creative can bring these words to life?
4. How can I stamp the value on the backend of taking action?

Then take this and cement it with social proof.

I'm the CMO of The Kollective where I'm currently building a growth team.

But instead of hiring full-time marketers, I'm hiring the best marketers through MarketerHire and bringing them on for specific projects. 

It's been great. 

I share the people I need, then Marketerhire connects me with the perfect marketer in less than 48 hours.

And then they give me 5-free hours of covered work to test how we mesh.

Plus, these are marketers who worked with companies like Uber, Netflix, and Nike.

So, If you want to try it, here's a link that'll make you a VIP member and hook you up with the best.

A quick curation of this week's favorite reads, videos, and resources.

• How to use email marketing to increase profits by 25% to 95%
• The growth hack Matt McGarry's used at The Hustle to drive 100k subs
• Are social media managers the new CMOs?
• The two most common mistakes growth stage founders make
• How to drive sales and acquire new customers with TikTok

I hope you enjoyed this - and if you're looking for some good work music to get into that flow state, then this is what I listen to while writing this :)