A recent article in Strategy + Business suggests, “every marketing action…has to be no more than one step away from the point of sale.” That’s huge. Think about where your prospect sees your marketing message — on your website, on social media, in her mailbox, in a magazine. How many steps is she from doing business with you? Especially in the digital world, marketers settle for far too little, accepting clicks as if they were cash. Every time you have the consumer’s attention, you need to give her the shortest possible path to buying — and really compelling reasons to go down that path.
