"I'm a Post-Click Marketing Professional."
Erik Bortzfield on Wednesday, May 9, 2012 at 01:08PM Everyone knows the the standard “meet and greet” conversation format. This can happen virtually anywhere, but the usual locations are at a bar, party, or some other form of social gathering. The conversation generally is a variation of your given birth name, where you live now, with a quick reference of “But I’m originally from…,” and then the age old question, “What do you do?”
This is the defining moment of the conversation, the portion that you must answer with complete confidence and a subdued brilliance. In this split second your conversation partner will size you up, and formulate an everlasting opinion.
Some people have it easy, a “no explanation needed” position, for example a doctor would answer, “I’m a doctor.” Pretty self-explanatory, and a lawyer would simply state, “Well, I am a lawyer.” Again, not much further explanation needed. Those answers may make you stand up a little straighter, but other than that, the conversation may continue with some back and forth banter for a few more minutes.
I have been searching for the perfect answer to this question, “What do you do?” I do a lot of things! How do you sum up days, months, and years of work into a one or two word response? Recently, I have been testing out “Well, I am a Post-Click Marketing Professional.” Once you have presented this as your answer, my studies show that the conversation will always continue.
Unless you are at the bar outside of the Conversion Conference, you are surely to get a response along the lines of, “Excuse me?” or “Come again?” This allows the conversation to continue, and you are automatically pinned as, “the most interesting person in the room.”
At this point of the conversation you need to decide where to start educating your partner on Post-Click Conversions. I find the best common ground is to begin with landing pages. The best thing to do is define a landing page, and explain to them upfront that it is not building a website for Jim’s Taco Shack down the street.
I recommend beginning with, “Well, a landing page is a web page that appears in response to clicking on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link.” Then continue to explain that, “landing pages are often linked to from social media, email campaigns, or search engine marketing campaigns, in order to enhance the effectiveness of the advertisements.”
As your partner continues to listen, be sure to explain that, “the general goal of a landing page is to convert site visitors into sales leads. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.”
Give your partner a minute to digest this information, they will proceed to take an overextended sip of their desired beverage and continually shake their head in the “yes I understand” direction. I find that this gesture is a great segway to pronounce that, “we have the ability to increase your ROI, and in turn make you money!”
The attention-grabber! Your partner will forever associate you as the go-to person for post-click conversions. You have now fully secured the title of “most interesting person at the event,” and everyone will soon want to know what a Post-Click Marketing Professional does.
