Why focusing only on conversions is costing your business

A few weeks ago, we attended Brighton SEO and listened to a talk about the importance of awareness marketing by Carrie Rose from Rise at Seven.

It got us thinking; too often, businesses put all their energy into marketing that drives immediate sales. It’s like rewarding only the striker who scores the goal, while ignoring the rest of the football team that made it possible. This approach leads to lazy, ineffective marketing that misses the bigger picture.

Balancing brand-building with sales-focused marketing

At AB, we’re big fans of the book ‘The Long and the Short of It’ by Les Binet and Peter Field, which shows why balancing brand-building with sales-focused marketing is essential. The book explains that while conversions are valuable, it’s brand awareness that keeps a business top of mind, driving long-term growth.

For your marketing to truly succeed, you need a full-funnel strategy, which doesn’t just target conversions but also builds awareness and demand for your brand across all digital channels.

Here were some of our key take aways from the talk (and what we’ve been discussing internally since!)

1. Expand beyond Google Your SEO efforts shouldn’t be confined to Google alone. Today’s consumers are multi-channel, likely searching for content on TikTok, Meta, YouTube, and Pinterest. If you’re not optimising for these platforms, you’re missing out. It’s important to use the same keyword research across these platforms to make sure your content shows up where your audience is searching.
2. Visual content matters With changes in search engine results pages (SERPs), such as zero-click searches and a more visual layout, your onsite content must include high-quality images and videos to make sure it capture attention. Remember that optimising your content for search isn’t just about words; it’s also about creating engaging, multimedia experiences that inspire action.
3. Top-of-funnel efforts drive conversions Building brand awareness at the top of the funnel is key to driving conversions at a later stage. Think about making your brand the go-to choice. People shouldn’t just search for any air fryer, they should want your air fryer specifically.

It’s all about balance. You need to invest in every stage of the funnel to build demand, not just chase quick wins.

Want more insights?

Check out our full blog on the main takeaways from Brighton SEO this year: 5 key digital marketing takeaways from Brighton SEO.?

Speak soon!

Ed, Henry and Marcus