Statistics show that only 3% of consumers are highly motivated to buy at any given time. Another 7% are consumers who are exceptionally open and willing to buy. As many as 30% are interested, but not at the moment, and you can forget about the remaining 60%, because these are people who are not interested in your offer or those who would not use it even for free. These data show that it is not worth relying solely on sales through advertising. By entering into relationships with an additional 37% of undecided customers, you increase your chances by 1233%.
To do this, you need to build an infrastructure that will "heat up leads". Offer a legal bribe that will allow you to gather initial people interested in your offer into the system. In exchange for an e-book, free audit, advice, knowledge or free samples, ask for e-mail contact, phone number or address details. At later stages, this data will allow you to reach out with further sales proposals, and the potential customer, thanks to the value you provide, will be more emotionally connected to your brand.
A spreadsheet may be enough to gather this data at first, but as your leads grow, you’ll need a CRM system. Fortunately, there are free solutions available that should be enough to get you started.
5. Nurturing relationships with leads
Let me start with some statistics. 50% of salespeople give up after the first contact, 65% give up after two, and 79.8% after three attempts. It's like stopping watering your crop after three attempts and counting on a bountiful harvest. In the aforementioned book, Dib argues that by the fourth contact with a lead, 89.8% of competing salespeople give up. If you don't give up, your chances will be multiplied. By the ninth contact, 90% of the time, the initially undecided customer will decide to take advantage of your offer. It's not about calling and persistently pushing your product. Prepare materials, videos, e-books, guides that will help you solve some problem of your lead and generate value for them. This will build trust and your authority as an expert in the eyes of the potential customer. When they are ready to buy, they will think of you first.
For this system to work you must complete 3 steps:
Advertise and generate leads.
Enter data into the database.
Continually nurture relationships with leads and provide them with value, while subtly reminding them of what you do and how a potential customer can benefit from it.
Build an infrastructure that will efficiently allow you to execute this plan. The infrastructure should be built from the resources you will use to maintain the relationships. You can automate many of these so that they do not require too much of your attention.
These resources may be:
lead generation sites,
newsletters,
blissful,
free reports,
email sequences,
social media,
online movies,
podcasts.
Building such an infrastructure takes time and is expensive, but in the vk database long run it will pay for itself many times over. Remember to test different resources and constantly improve the infrastructure.
6. Sales conversion
There are several important aspects that affect sales effectiveness (conversion). In this section of the marketing plan, describe how you will ensure the highest possible conversion. What you will do to ensure that a customer who sees your offer makes a purchase.
Security and trust
First of all, trust and security. A potential customer usually approaches you with distrust. Many times in the past, they have been burned by dishonest sellers and disappointing products. Take care to improve the credibility of your company's image by publishing customer reviews, references or case studies of successful implementations on your website. Take care of the privacy and returns policy and the security certificate on your website.
Positioning
How you position your company, service or product is of great importance and influences conversion. Take care of your image on the web, a professional website or solidly run social media will show that you are not a shady company. By providing detailed company data, registered office address, phone number or e-mail, you show that a given offer is a credible company that has nothing to hide.
Stop selling and start educating. By educating, you will stop being perceived as an unwanted, intrusive salesperson and start as a welcome expert and advisor. Through education, we build trust and position ourselves as experts. Selling through education is the most profitable and effective marketing strategy. Of course, your website must also include sales pages for users from the next stages of the funnel. The purpose of these pages is to highlight your USP and convince a potential lead that your offer is the most attractive.
Guarantee
By giving a potential customer a guarantee, you once again influence your credibility and build another asset in your offer. For this to work, you need to guarantee something specific, avoid worn-out slogans such as "guaranteed satisfaction", "guarantee of quality". Come up with something that your future customers can really be afraid of.
Example: Pest control company
A potential customer may be concerned about whether the pests will be effectively captured, whether the company will leave everything in order, and whether unsafe means will be used that could later pose a threat to people.
"The guarantee could be: We guarantee pest control until the last rodent. - We leave the place of pest control intact. - We use ecological methods that do not pose a threat to you and your family. If we do not keep this promise, we will refund you twice our fee."
If you care about providing high-quality service and customer satisfaction, meeting this guarantee should not be a problem, and any failures and returns will be offset by the benefits you will gain thanks to this procedure.
Pricing
Pricing your products or services is one of the key elements of your marketing strategy. Below are the most important principles that you should follow when setting them.
If you position yourself as an expert, value yourself as an expert.
Too much choice can result in lower sales, and customers are paralyzed by fear of making the wrong choice.
Distract yourself from price with what is unlimited.
Resist the temptation to lower your price. Instead, try to increase the value of your offering.
Let them try before they buy. If possible, let the customer try the product before they buy it, let the product speak for itself. For example, if you sell ice cream, let customers try the flavors. If you sell software, provide a trial. In the case of services, it can be a consultation, analysis, which give the opportunity to get to know the quality of cooperation offered. If your product meets the customer's expectations, it will certainly be hard for them to part with it and give up the purchase. This way, you will avoid negative opinions and unpleasant comments.
And finally - make it as easy as possible to make a purchase. Go through the process step by step and check if it is as simple and convenient as possible for the customer. There is nothing worse than losing a sale at the very end of the funnel.
7. Providing world-class service
You need to realize that effective internet marketing doesn't end with the transaction, how you approach post-sale service and how you deliver service has an impact on increasing customer value and future referrals that can bring you tons of conversions. At this point in your plan, write down how you will deliver world-class customer service.
Community
Build a community, enthusiastic enthusiasts, a tribe around your company that will recommend you, advertise you and give you credibility. They will also be happy to come back for more purchases. Thanks to this, you will start to grow exponentially.
