Imagine having a sales meeting, you’ve spent effort getting this meeting – got together previous clients testimonials, all your literature…
You go into the meeting, tell them about your business and what you’re offering. You give them your literature, and end the meeting there, without learning about their business or even trying to close them.
Now most of you will be saying “I don’t do that!”. OK. So why do you do it when it comes to digital marketing?
A trap that a lot of small businesses fall into is not guiding the visitor, just like you’d do in a sales meeting – explaining their problem, and showing there is a solution – you.
“But I have a services/products/contact page”
Great! But that’s like handing them your flyer and leaving them to follow up. They’re on your website, they’ve searched for a problem they are facing and the solution is in front of them but they don’t know, like or trust you yet.
Open your eyes…
Go onto your website and look, how many things are you asking the visitor to do? Share? Sign up? Phone up? Most visitors won’t be ready to buy from you, you’ll need to guide them through a journey.
Now I’m not saying everyone should get rid of their product pages (some visitors will go to that and become a customer) But your website is a great way to grab their attention and start to develop a relationship.
But before they are going to your website, you can get in front of them and start to build that relationship. How?
Social media marketing is a great way to ‘pre-sell’ and get on the radar of your prospects. If you’re getting engaged, and become a part of their community, they’ll get to know you.
Just don’t Jam what you’re offering down their throat all the time…
Here’s the difference between handing them a leaflet and interacting with them…
How likely are you to get out your credit card, or phone up a company asking for a service the first time you visit their website?
That’s because it’s too much commitment, too soon.
How likely are you to give your email address for a solution to a problem you’re facing on your first interaction? – A lot more likely, especially if you’re getting free value that will help you.
So how can this help you?
If you’ve got a list of prospects you can get in front of via email, you can carry on the conversation, providing them value and get them to like and trust you.
After several emails with you helping them with common problems they’re facing, if you *then* send an email trying to close them – they are much more likely to convert.
Turn it more into a conversation and less into a broadcast.
How This Affects How You Get Your Visitors
The more you personalise the journey your visitor takes, the more sales you’ll get. When searching Google, people use ‘long tail keywords’ (3 or more words, very specific). This means you can create a very personal experience for your visitors, sending them to a page that exactly shows what they’re looking for.
The great thing is long tail keywords are easier to rank for.
I’ll give you an example;
- Someone searches Google for ‘Best Mothers Day flowers’
- They click and go through to a page about mothers day flowers and the best types for them.
- They find the exact information they’re looking for, and then…
- If they go to leave the page (when the curser goes towards the back button) – a pop up comes up offering them a guide on how to choose the best mothers day flowers. (exit intent popup)
56% of companies currently use an email marketing provider and are 75% or more likely to be purchasers of marketing automation software over the next year. – VentureBeat
Boom, you’ve got their email address. You can keep providing them value; for example send an email ‘The 5 main types of bouquets and what you must never give your Mum’ (I’ve no idea about flowers, so forgive my ignorance)
The point is – provide value, then add a link to your order page. The more emails you collect, the more buyers you’ll get with each email.
This works with any business