All you want is more sales. The problem is keeping people’s attention long enough to educate them with enough product information to decide to buy from you. Many businesses over value the single sales trigger to represent the action or event that closed the sale, but it’s unlikely the customer made the decision without first experiencing more content and informative stories connected to your product.
I believe the whole experience of a qualified lead becoming a customer should be considered a single event. You have limited control over the customer’s navigation or timeline, but you do have control over what you want them to see or do. Creating these event opportunities builds value, thought presents and industry leadership.
Basic analytics will track engagement but to better understand the event ROI you need to go upstream to see the content combination that lead to the sale. It could be from a blog post with a shopping cart link or it could be from a friend’s retweet, that lead them to a Facebook page, that lead them to your blog, that they read on and off for 9 months from your targeted monthly newsletter, before they place an order on a landing page link.
This combination should map out as loosely clustered events gravitating at different rates to a sale in the center of your Digital Strategy. Just clone whichever clusters gravitate faster to a sale and nurture the slower clusters to join the path of the faster clusters. It’s so easy! lol
The event pattern is important but the ability to repeat the content style or theme in that pattern will add value to your sales pipeline and publishing more customer centric content is continuously essential for this to happen. A good starting point is publishing information with The Conversion Funnel in mind.