Are you looking to funnel more customers from merely looking at your website and considering buying to taking that final step and actually ordering more products? There might not be a sure fire way to do this, but there are definitely some steps you can take to try to maximize the number of customers who decide to buy after looking at your site.
This might seem a little silly, but the most important thing to do first is to make sure you actually know your clientele. It isn’t as easy as it is with a brick and mortar store, where you can just pay attention to who walks in, but it isn’t very hard either. You’ll want to look for your demographic information and see who is visiting your site and spending the most time there.
That’ll give you tips about where to advertise as well. If your clientele is mostly women in their fifties, you might do well to advertise on Facebook or Pinterest. If it’s people in their early twenties and thirties who spend more time networking, LinkedIn or Twitter might be a better choice.
This is a great way to build people’s awareness of you as well, and spread the word about the products or services you provide. Sharing posts on social media helps grow an audience who may find that they’re interested in what you’re doing, even if they hadn’t been aware before.
Once you have someone’s attention, you can make sure they’re seeing what they’re actually interested in. One way to do that is to curate an email list and make sure you’re sending out emails that have the best chance of catching customers’ attention. You can check out our guide on how to do that here.
Another good way is to work with influencers. They can show off your product for you. If it’s something physical, you can have them pose with it, or show them actually using it like a buyer would. This is a great place to tap into other markets outside your usual as well. If it’s something intangible, like a website or other service, there are still plenty of great ways to work with influencers who might use that product or similar ones. We recommend Wix’s advertisements with Karlie Kloss as a jumping off point.
Remember how we mentioned testimonials? This is a great time to bring them back, because you want your customers to know that others just like them are also using your services and finding them great!
Establishing yourself as a leader in your industry is a must have here. If your customers feel like you really are the leading expert and that your product is the best one on the market, they’re likely to make that final step and buy.
You can show customers product specs and statistics until you’re blue in the face, but the thing that will really get to the heart of your customer base is stories. That’s why influencers and testimonials are so good. They give customers a face and a name that they can connect the product to and who they feel like are trustworthy and wouldn’t lead them astray.
If influencers aren’t your particular cup of tea, another way to do this is to allow comments on your products so customers can give their own honest feedback. Buyers are more likely to go for it if they can read the comments and see that you’ve delivered quality to others as well.
A great way to encourage people to buy right away is to tell them they’re getting a special deal or discount if they do. This doesn’t necessarily have to be true, but it does help add a sense of urgency. Another way to get the same feeling is to say how many other customers are currently on the site and considering buying to create a sense of scarcity--this number doesn’t have to be true, but it is important to weigh your desire to create a sense of immediacy versus the trust you want your clients to maintain.
More information for the discerning customer is always a plus. Blogs are a great way to do this. They let customers look around your website and learn more about you while also pitching what you’re selling.
Plus, they give you more options for SEO keywords and other analytic hacks that will bring more people to your site.
This can be a very important part of your marketing strategy, and you should treat it as such. We here at Schenley have quite a bit of expertise in this area, and we recommend a couple of things.
First of all, stay organized. Post at regular intervals, and keep your content as on brand as you can. Plan ahead as well! If you can, plan a whole year at a time, or at least in two to three-month blocks so you’ll always know what’s coming next.
Repurpose your content as well. You don’t have to get wild with your ideas. Just stay close to what you’re pitching to people. Another good thing to do is to be as helpful as possible and actually solve problems or write how-to guides for things people are Googling. That’ll make you more attractive to Google analytics, and it’ll make for some happy customers if you or your product can easily solve their problem!
All in all, there are lots of great ways to use your website to your advantage. Whether you’re trying to get into blogging or want tips for advertising using Facebook, Schenley has lots of great tips to help you with that final push that will get customers buying.