The Conversion Cast podcast went live on 5 March, and already it’s number one in business podcasts. Their goal is to be “the only podcast that gets to the heart of the metrics”, a show with “real conversion case studies from the insiders deep within the trenches”.
Today, in desperate search of inspiration to kick start my day, I tuned in and caught the episode with AWeber’s CMO Erik Harbison (@ErikHarbison).
If you’re not already familiar with them, AWeber Communications offer “simpler, faster email marketing”. [No disclaimer required here, we use one of their competitors in our business.]
Tim Paige (@TimThePaige) is this episode’s Conversion Cast host, and he talks with Erik about a relatively minor tweak they made to the site message which reaped a 13% increase in sign-ups.
“Find the right customer, with the right message, in the right medium at the right time.”
To me, this cuts right through all the marketing buzzwords and fuzzy metrics to the heart of what we should all be focused on.
“You run out of tactics before you hit your goal, so you need to have a firm strategy in place. Tactics will kind of present themselves as you’re trying to align with that strategy”
I think this is a reminder and a warning to all business owners. If you think a handful of random tactics are going to serve your business, then you’re wrong. Real growth and real progress comes from having an overall strategy in place.
This should be the driving force behind any tactic. It’s the big ‘why’ we should be doing any marketing or sales activity.
I just love the way Erik articulates that.