How to optimise marketing relationships to increase conversions

Road mapping a customer’s journey allows you to create a seamless experience and encourage buy in from your prospects, it can help you to identify solutions and understand how your prospect feels. 

This process must also be identified as relationship building, as we are learning to understand our prospects, we want to get to know them, develop trust, ask them to commit – the buy in - and finally, nurture our long-term relationship.

There are 4 phases to building a marketing relationship:

Phase 1: Curiosity

This is where you create awareness to generate leads, understand the solutions that prospects are looking for, and then craft messaging to attract their attention.  

Phase 2: Enlightenment

This is your opportunity to deliver on their curiosity and develop trust. Provide valuable informative resources to prove that you can deliver a solution to their needs. This could be reviews, webinars, eBooks or articles.

Phase 3: Commitment

Now you have their attention and you have become desirable, it is your time to ask them to commit - In education term, apply to your school or college.

Phase 4: Nurturing

Often this phase is missed, yet it is simple and crucial for long term value and obtaining referrals. This is a chance to surprise and delight your contacts with valuable insights or by asking for feedback through a call or email. This is an opportunity to ensure that your prospect feels heard and valued as part of the marketing relationship.  

Relationships with prospects determine your student numbers; as marketers it is our responsibility to guide prospects along the path from enquiry to enrolment and trust the process.

Intelligent marketing, CRM and automation software like HubSpot will simplify your marketing relationships and provide tools to implement and nurture the four phases. If the fundamentals are right, you will have a better conversion rate and greater long-term value.

HubSpot’s CRM can simplify and automate your marketing relationships, if you would like to learn more click on the below to arrange a friendly call.