At Liger we have a litmus test we use to both understand where a brand falls in their marketing journey and to prioritize tactics. It’s like Maslov’s hierarchy of needs for lead gen. We call it BATCOM.
It stands for:
Branding
Awareness
Traffic
Conversion
Optimization
Maintenance
These stages must be followed in order. If you want to create awareness you need to have a consistent, well-formed (and hopefully memorable!) brand. Otherwise, there’s nothing to be aware of.
If you want conversions on your site (or sales at a cash register) you’re going to need traffic!
Got it? Of course you do, you’re a fast learner.
Now let’s take a look at YOUR company.
In your leadership meetings, you probably talk about conversion (sales). If you are getting a good amount of conversions, then you probably talk about how to get more. And if you aren’t generating enough conversions, you probably talk about why.
Here’s where the magic happens.
If you are getting good conversion, but you want more, then it’s time to focus on optimization. Think about increasing the lifetime value of your clients. This could be through your retention approach, product strategy, cross-selling opportunities, etc. Find opportunities and refine.
-OR-
If you are not getting good conversions, it’s time to be honest:
Where does your company’s BATC need a little more TLC?
P.S. A Liger could definitely tell you.