Sales drive your business. Everything you do on your digital platforms influence sales. Hours are spent creating the perfect brand image with attractive social media pages, enticing blog posts, and exciting videos. Therefore, it’s disheartening when all your efforts seem to produce lackluster results.
What’s wrong? The answer to this question lies in the mechanics of your sales funnel. You may be great at capturing leads at the awareness and interest stages of the funnel. However, your plans may not be coming together effectively in the decision and action stages.
How Do You Turn Interest into a Decision?
The awareness and interest stages increase brand awareness. The customer has a good idea of what you have to offer. However, as with all human beings, the customer needs to know what’s in it for them. It’s the WIIFM rule.
Those who are reluctant about making a final decision may need a bit more prodding. This isn’t the stage to use blog posts and podcasts. It’s time to take out the big guns. Here are some possible content options:
- A dedicated sales page. Remember your buyer personas. Keep this in mind when developing the sales page. What would this persona need to see? Is it a video testimonial from a satisfied customer, an explainer video, an animation? Follow the attention-grabber with a clear description of your offer and a call-to-action.
- Customers may just need to learn a bit more before committing to a decision. Create a webinar based on the theme of your campaign and invite your audience to it. You can then download it to YouTube and use it as future video content.
- Online courses. You can take it a step further and create a full online course. This takes a lot of preparation and though, but it can be worthwhile in the end.
- Demos or free trials. Customers may need to try your product before making a commitment.
Is One Sale Enough?
So, you’ve gotten the customer to finally commit and act. You’ve made a sale! Time to do a victory dance!
However, are you satisfied with just one sale from this customer? If you are, then you’ll spend too much time continuously running after new customers. Your business will eventually die. One-sale wonders don’t work.
Customer retention is critical. There must be enough of an incentive for the customer to keep coming back for more. Of course, the quality of the product or service should be enough of a pull factor. You can, however, increase the pull by using the following strategies:
- Presenting offers for special upgrades or new products. These offers are only sent to those who sign up for your email newsletters. Feeding your email marketing campaign this way makes it more robust.
- A guide with tips for getting the most out of the product.
- Content that answers questions customers. Customers want to be heard and feel valued.
- Having special deals to show appreciation to customers.
Customers will act. They just need enough reason to use their hard-earned money to make a purchase. Think about when you’re making a purchase. There’re some things that you buy without batting an eyelid. However, there are some things that you must have an internal battle about.
Your customers experience the same thing. It’s up to you to hep them win the battle. Give them as much as you can to help them make the right decision. When they do make that decision, keep them happy so that they’ll keep coming back for more.