Incubation and How it
Applies to Marketing

©2008*

Web site content helps sales incubation by giving prospects pertinent information they "incubate" on while searching for vendors and suppliers. In this case, incubation refers to the time it takes for a potential customer to act upon marketing and sales efforts. Companies posting new web site content should consider incubation and how it affects the burn rate of their often-limited marketing resources as they roll out new offerings. Web site content should be reviewed on a continuous basis for generating web site inquiries and orders. Companies shouldn't wait expectantly for the phone to ring -- when that doesn't happen immediately frustration, even anger, set in. Blame for lack of leads and sales gets assigned reflexively, without thought or analysis. Almost inevitably, bad marketing decisions follow and further efforts suffer.

Often, companies simply don't consider incubation for their web site content – that period of time between when a potential customer finds your site's marketing message and when they take action Think about it - when was the last time you made an immediate decision on an important purchase? Probably never. Chances are you did some research, asked some questions, sought out other opinions. So how can you expect your potential customers to act any differently? Virtually every sale has an incubation period. Be sure visitors find your web site content concise and informative. Is it friendly and conversational or tediously difficult to read? For low-cost consumer goods incubation can be fairly short - a shopper looks up a particular product, decides "oh, I need this", maybe compares some prices, and buys it. However, a longer incubation period occurs for big-ticket capital sales, those involving a complicated or new technology, or sales in highly competitive markets with lots of choices. Studies have shown that seventy-five percent of corporate sales lead respondents with active buying intentions make purchases six months after initial contact. In fact, a solid fifty-eight percent actively involved in a purchasing decision take over a year to buy.

Start your web content and marketing activities early and often
As a rule, you can never start your web content development and marketing outreach efforts too early. This should include targeted, informative content and contact with trade editors (make sure you have press kits available on your site, especially for trade shows); an easy-to-navigate, content-rich web site with links to appropriate industry portals and trade publications (hard copy and e-zines); and, if possible, some targeted banner advertising, particularly highlighting trade show participation. Practice what we call "outside in" thinking and develop your marketing communication messages to clearly and accurately position your product or service for the market, highlighting features and benefits in which the potential customer will be interested. Be aware that this may yield results that differ from what you initially thought were the most important attributes of your product or service. Put yourself in your customer's shoes and develop or revise your messaging and outreach accordingly.

As you begin these activities, remember the incubation period and rein in your early expectations. Be reasonable. Avoid knee-jerk reactions to any one particular effort or result, such as lack of response to a single banner PDF or print ad. It typically takes several exposures to a message before an impression is made and a response is initiated. Above all, avoid canceling programs because a single article, web banner, direct mail piece linking to a web page, or banner ad didn't yield immediate results. After all, you wouldn't stop eating just because you had a meal you didn't like, would you?

Rest easy in the knowledge that no matter how big or small your marketing program, incubation is going to happen. Plan your efforts, including sales projections and ROI analysis, to take that into account and you won't be disappointed.





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