The purpose of any marketing campaign is to let perspective buyers / clients know about your product with the hope that you'll close a sale. There are three steps in a campaign:

1) Your advertisement

2) Your landing page / website or store

3) The sale / loyalty program

As a business, you put out an advertisement to let people know about your business. This is a banner ad, article, video, etc. Your potential client likes what they see and they click to your website or they enter your store. One of two things happen: if they are on your website they may subscribe to your list or purchase your product; if they are in your store, they may purchase from you or return later OR they visit your website / store, leave shortly thereafter and never return.

Now you can not please everyone and you will have some customers who change their mind or just are not in the market for what you are offering. However, there is one way to ensure a higher conversion rate. By conversion I mean, the number of customers who enter your store from the ad, to the number of customers who purchase and return.

The key is, CONGRUENCY.

This means two things:

1) Your brand is consistent at each step. The look and feel of your brand (visuals, your logo, your videos), your mission, your personality should be prevalent in all steps. If your ad is modern and your store is stuffy, this will confuse your potential customers. If you advertise with your video on your website and then ask the customer to click to another page where they do not see you anymore, the customer may wonder who is really behind your business.

2) Your information is consistent at each step. What you state in your headline or what you promise in your ad (solution, service) should be accurately represented in the information you provide at your website or store. And this may be self-explanatory, but your product should live up to that promise. So many businesses are just trying to get that 'one sale' but if the quality is not up to par, you will have more refunds and complaints on your hands than customers. Also, if you add a perk with purchases (like, free samples), be consistent in this as well. Your customers will notice (and most likely be disgruntled) if this expectation is not always filled.

Your marketing campaign should be a nice clean package from start to finish, like walking through a well-decorated house on the market: the door makes the initial statement, the buyer enters and each room flows in its design, and as they leave, they ask to put in an offer.