When it comes to reaching and engaging target audiences, distribution is only part of your marketing equation. In addition to choosing the right channels for generating visibility and making members aware of new opportunities, organizations need to develop compelling messaging and increase goals around newsletter subscriptions, new member sign-ups, existing member renewals, and donation. This process, known as conversion optimization--known in the for-profit world as the act of transforming website visitors into first-time customers and first-time customers into repeat buyers—is one of the pillars of inbound marketing.
via HubSpot Marketing Blog http://bitly.com/22xyNHR
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