What Is Post-Click Marketing?

Scott Maxwell

March 30, 2010

You got the visitor to your site, now what? The answer is post-click marketing. Take a look at The Seven Principles of Post-Click Marketing, which explain the principles according to Ion Interactive. The principles are:

  1. Conversion Paths- the path the visitor takes is important
  2. Message Matching- match the post-click message to the click message
  3. Segmenting- match the path and messages based on visitor segment
  4. Qualification- score the visitor and qualify them
  5. Conversion- convert the right visitors
  6. Testing- test different ideas to see what works best
  7. Analysis- optimization is an analytical game…make sure that you have a fact-based optimization!

I like the ideas and principles quite a lot and this group has a very useful newsletter as well. The major point to this in my view is that your lead generation services team and influence marketing team has put a lot of time and resource into getting visitors to “click” and there is a great knowledge base of best practices forming to optimize the post-click marketing process.

btw, if you want to know how to do this well, take a look at Conversion Optimization is All About Agility.

Founder & Partner

As the founder of OpenView, Scott focuses on distinctive business models and products that uniquely address a meaningful market pain point. This includes a broad interest in application and infrastructure companies, and businesses that are addressing the next generation of technology, including SaaS, cloud computing, mobile platforms, storage, networking, IT tools, and development tools.