There is a lot of emphasis on driving traffic to your website, but it is a complete waste of time if you don’t convert visitors to prospects, prospects to clients and clients to raving fans. The third part of the Social Media Organization Chart focuses on this critical conversion step.

Unlike the other parts of your strategy, these steps occur primarily on your website.

Sales Process and Transactions

What is your sales process like? If you are actually selling items on your website, how easy is it to navigate the site, and buy the book, tool or service?

One of the most critical measures at this stage is how often the shopping cart is abandoned. How often do people start the process, and not complete it? Be sure you have a way to capture their contact information so you can follow up to discover why they did not complete the purchase.

Nurturing

In many instances, people will not buy the first time they come to your website. Adding white papers and other tools give the prospect a chance to “test drive.” In exchange for free information, capture an email address or phone number so you can send a follow-up note or make a call. Short weekly or monthly newsletters build familiarity and keep you top of mind till the prospect is ready to buy.

August 15, 2012 Update: Over time we have evolved the image.  Here is our latest version:

For more information about how you can use a marketing org chart to help your small business, download our free mini-ebook. You’ll receive in-depth information on using this chart in your own small business to create a cohesive marketing strategy that brings in leads you can convert into real customers.