Every single aspect of your marketing campaign is completely useless it converts to sales. When you’re investing a lot of money in marketing, it’s important that those customers that you attract are being taken through to the end of the sales process and making a purchase, otherwise, you aren’t seeing a good return on that investment.
The key to making more conversions is understanding your sales funnel and how to attract customers and encourage them to convert at each stage.
The first step is to attract the interest of potential customers that do not yet know that your business exists. Once you have done this and your business is on their radar, you need to engage those customers and pique their interest, this brings them into the consideration stage of the process.
They have some interest in your products but they are not yet ready to convert, so you need to educate them about the benefits of your product and eventually convince them to become paying customers.
There is one final stage even after customers have made a purchase, you need to continue to engage with them and encourage them to come back in future and buy more products. This is a very important stage because it’s those repeat customers that help to create a stable business.
If you’re struggling to move customers through this process, these are some of the different strategies that you can use at each stage.
Attracting Potential Customers
Blogging is a great way to attract the interest of customers that don’t yet know about your business. If you create great content that gives useful information about your industry and then push it on social media, you’ll get a lot of traffic from people that are interested in your product area. They will come to the site for the content, but then they are likely to stay and browse your products. At this stage, they’re not likely to buy anything yet but they are now aware that your company exists and you offer products that they may be interested in at some point in the near future.
Pay per click advertising campaigns are another great way to drive traffic to your site and make yourself known to potential customers. They’re very cost effective because you only pay when somebody clicks the ad and is redirected to your website. It’s a great way to drive traffic to your website and find a lot of new potential customers.
Social media marketing is, of course, a great tool here as well. It has a lot of other uses but one of the biggest benefits is that you can reach a lot of potential new customers if you can get your existing customers to engage with your posts. If you can encourage existing customers to comment on and share your posts, that will increase their reach and they will be seen by people that don’t currently follow you.
Engaging Those Customers
Now that these customers know who you are, it’s time to start engaging them and increasing their interest in your products. One of the best ways to do this is through an email list. If you can convince them to sign up to your email list, you can begin collecting data about them and sending them marketing materials which may convert them into sales in the future. Include a small pop-up on your landing page that invites the user to give you their contact details so they can receive information about new products and offers that you are running.
You can also use other calls to action like inviting them to watch a video about your product, directing them to other content that is available on the website or asking them to follow you on social media if they aren’t already. The aim here is to encourage them to make small commitments to your company without actually making a purchase. It helps you to demonstrate your value as a business and those small commitments will eventually add up to the larger commitment of making a purchase.
During this stage, it’s important that you track your communications and interactions with customers so you can identify which ones are most likely to convert.
Using sales automation CRM software will help you to understand where in the sales funnel your customers are and what kind of marketing they will respond to. It will also help you to gather more data about them so you can tailor marketing materials more specifically to them and increase the chances of conversion.
Converting To Sales
Now comes the difficult part, converting those customers to sales. All of the previous strategies like email marketing, for example, will help here but there are other things that you need to do. If you’re selling products through your website, it’s important that you focus on functionality and ease of use. People don’t want to spend a long time searching around for the products that they’re interested in, so you need good navigation menus and a search function that works well. It’s also important that you make the checkout process as smooth as possible to avoid cart abandonment, which is a huge issue for ecommerce companies.
You should also be using your sales automation software to identify customers who are most likely to make a purchase. If you can direct your marketing efforts towards those people, you’re far more likely to get conversions.
Once you’ve made a sale, you need to start thinking about increasing conversions in the further. One of the most popular ways to do this is through a referrals service. If you offer a customer a discount if they refer a friend and they make a purchase as well, you can resell to an existing customer and convert a new one at the same time.
Reselling a product that the customer has already purchased is another simple strategy. Often, if a customer enjoyed a product, they only need a slight push to purchase it again and this can be done through email marketing and social media campaigns.
If you can understand your sales funnel and how to effectively guide customers through it, you’ll see a large increase in conversions in a very short period of time.