How to convert website browsers to buyers

How to convert website browsers to buyers

Does your website lead to more sales?

Does it make your sales process easier?

If you answered no to these then you need to read this!

catching hot leads

 A website is like a hardware store…

No one walks into the store if they never intend to use a hammer.

They are there for a reason.

If someone is on your website, it means they want what you’re offering, or they will in the near future. It’s the same as a browser in a store…

What we want to do is show you how to optimize your website to advance the sale. Every single page of your website should provide some evidence or reason to the visitor that they should buy from you. It should persuade them, convince them or even close the sale.

how do we do that?

 

We do this by making sure that your website feeds into and supports your sales process.

If you do this well, you exponentially increase the odds of a website browser becoming a client.

Your website should:

  • provide proof that you’re the best solution,
  • show examples of your happy clients,
  • give basic information the browser needs to make a buying decision, such as product or service options and prices
  • get the details of the browser so that even if they don’t buy today you can market to them going forward.

To take this to the next level it’s important to get the information of the person browsing your site because not everyone who walks in buys at that very moment.

If you have their details you can remind them through future marketing campaigns that you are the best choice or let them know when you have a great new offer or offer a discount on a product they browsed.

You do this by offering value (something they find useful) in exchange for their information (contact details).

We talk more specifics on how to do this towards later in this article.

is it effective

 

South Africans spend more than 8 hours of their day online as reported by Business Insider.

And about half of those internet users search online for a product or service before buying.

We also know that email marketing is still the most effective marketing method, beating even social media and affiliate marketing.

So if you’re not using your online platforms to their maximum ability to increase sales on your website, you may be losing out on great selling opportunities.

Think about how many times you’ve browsed google when you need something or clicked on an email to check out a deal or gone into a store based on a post you saw on social media.

what are the practical steps

 

Generally with sales, potential leads will go through these phases:

 

  • I have this problem
  • How do I solve it (possible solutions)
  • Is this the best way (evidence)
  • How much will it cost
  • Is this the best choice (comparing suppliers)

You want to make sure each section of your website answers these questions effectively.

Here are some guidelines on what each page of your website should reflect to support your sales process.

The Homepage

This is the first thing the browser sees.

It should do the following:

    – Make them curious about your brand

    – Show them your current top offer

    – Invite them to engage with you

 

What is your main offer right now? The product or special or event you’re promoting…

Draw people in with where you can give them the best value first by displaying this on your home page.

If you’re not promoting anything right now then you should have what you’re best known for on this page.

Product pages

Whether you’re selling products, services or promoting an event your product pages should include information that tells the client why they should choose you and that you’re the best.

This includes:

– The benefits of buying from you

– The biggest selling points, this would be why you beat the competition

Price information, or at least a range indicating price possibilities

Testimonials from happy clients

About us page

This is your chance to sell your brand to the potential buyer.

They’re asking the question “Can I trust you” and you have to offer them information that proves that they can. Show them the following:

– What your brand values or believes in (this tells the buyer if you’re aligned with them)

– If it’s critical, include the team and a description of each person (this tells the buyer who they are doing business with)

– Include important information like how long you’ve been in business, where you’re based, if you have numerous branches (these are details that prove you have a successful track record)

 – Note any awards or accolades presented to your brand (this is confirmation that you’re the best)

offering value in exchange for client contact details 

Getting someone to your site in the first place is a win (if your site is effective),

But not everyone buys the first time they walk in the store. Use this opportunity to get the details of the prospect and move them through your sales process.

In other words, show them what you have to offer so they become a buyer and not a browser.

Getting the leads details:

The reason any business exists is that they’re solving a problem that the buyer has, that could be I need that product, or I want to look cool to my peers… either way, you’re filling a need or want.

Think about what your market wants and offer them this as a free resource in exchange for their details (name, surname, email, phone number). We refer to this as a lead magnet, you’re drawing them in to attract a sale.

Here are two examples:

 

An event marketing company could offer early access to all event

 

 

A moving company might offer a checklist on all the things to do to prepare for a move.

 

You could even use this opportunity to get more information on your buyer so you know exactly what to market to them.

For example a beauty salon might want to know if you’re more interested in anti-ageing treatments or hair specials. Ask for this in your info form and you can direct appropriate marketing material to your potential buyer.

how to guide your lead through the sales process

 

Always provide information to your potential lead on what to do next. 

We call this a call to action.

You always want to make sure you’re directing your lead to move them closer to the sale. 

For example: 

1. Check out our article on the best way to maintain your hairstyle 

– You’re providing relevant content to add value to your client

2. Ask them to download a template

– You’re making sure to get their details to continue marketing to them

 

3. Click here to get 20% off your first appointment

– You’re adding an incentive for them to try your service or product

 

 

how do i know what to use as a lead magnet

It’s important to have resources for a leads at each stage of the buying process.

Make sure your web pages and your downloadable offers have appeal for every stage of your particular buying process. To figure out what that offer should be,  think about questions you get all the time or what was one thing that you gave or said to your past 10 clients to help finalise a sale. This is a good place to start…

Think about what your clients need and what would add value to them. 

For the curious browser

Are they just looking into what you’re offering? Give them a guide on how you can solve their problems. Sticking with the beauty salon example, offer a quiz on which haircut is best for your face. To get the results, they have to provide their name and email.

For the comparing suppliers browser

Offer them a discount or a free trial. Potential clients will usually go where they have received value in the past so you can also try to provide a downloadable guide or checklist for one of the biggest pain points around your industry or product.

 

 

how do i do this with minimal effort

In the amazing digital era we live in, you can create sales funnels on your website, social media and paid ads by creating the process (and the lead magnets) just once. You can then distribute it to all your new website visitors.

We at BCH media can help you set this up so any effort you make now can continue bringing in clients in the future.

    Once your email list is in place and keeps growing you can share one email with thousands of potential buyers and watch your sales grow.

    We can help you monitor which of your lead magnets are most effective and continuously improve and optimise what your potential buyers want to make sure you add even more value and become their first choice to purchase.

    Why is this useful

    • You know you’re selling to a hot lead…

    someone already interested in either your brand or your offer, otherwise they would not be on your site in the first place.

    • You’re making sure you are always top of mind for the potential buyer

    you do this through the sales evidence on your website and by directing your email campaign effectively. Even if they’re not ready to buy now, you’re building up a case so that when they are ready, they will come to you.

    •  It’s also more cost-effective…

    the cost of selling to the same person is much cheaper than the cost of finding new clients through additional paid advertising. If you have your hot list of email leads you can sell (and upsell) to your market.

    Start using digital resources as a powerful mechanism to increase your sales and make it easier and more effective to grow your business.

     

     

    yes, I want to increase my sales

    If you are ready to optimise your website to support and improve your sales process we can add value to you.

    Send us a request to give you a call…

    Get A Digital Marketing Strategy For 2019 In 3 Steps

    Get A Digital Marketing Strategy For 2019 In 3 Steps

    Getting Started with a digital marketing strategy is a very difficult job. There are so many varying factors for each business. This post aims to simply give you a soft guideline about where to start when thinking about a digital strategy for your business in 2019.

    Whether you’re starting out or trying to do more in the coming year, this guide will get those creative juices flowing

    Overview

    We’ll start by breaking down the process into 3 oversimplified steps.

    Opportunity, Strategy & Action.

    Simple right. Yes, but not easy…

    Let’s begin.

     

    Spotting A Good Digital Marketing Opportunity To Grow Your Business

    Opportunity

    What is digital marketing contributing now?

    If you haven’t started yet, that’s ok. It does have some implications though.
    It means that some of your marketing budget needs to go to research and testing. In the future of digital, the most valuable commodity will be data.
    So your investment in research and testing your marketing strategy will help you guide future decisions and get better ROI.

    I wrote a blog post about how to do some top level marketing research to be able to figure out if there is an opportunity to take advantage of in this post.

    If you have a website, a social media account or have other digital marketing initiatives that you have started with, this is where you need to find out how well you have been doing if you have been keeping track.

    How many click-throughs, how much traffic, views, email opt-ins etc. have you been getting from your digital marketing investment so far.

    Have you been generating leads? If so, from where?

    Where have you been doing well and not so well?

    All that information needs to be used to inform your digital marketing plan.

     

    Current digital marketing capabilities?

    So this is where we look at what we can do to either maintain or up our game for the next marketing initiative. How will we get better and can we commit the resources needed to execute our marketing plan.

    Is training required?

    Is a consultant required to help us strategise and implement the foundational analytics to measure performance?

    How will we manage our marketing plan better to make sure that we are obtaining value from it?

    What are the key issues we need to manage this time around?

    Do we have our SMART Goals, Objectives & KPIs defined? 

    What are we aiming for this digital marketing initiative contribute in the next planning period?

     

     

    Digital Marketing Strategy Planning

    Set A Strategy

    What is the vision for digital media channels? It’s important to be clear about what will digital marketing contribute in the long-term to your bottom-line. Marketing strategies don’t necessarily contribute to the company in money terms directly, but the in-direct contributions also make a sizeable impact.

    For example, a brand awareness and public relations campaign can help your salespeople close sales faster and easier. This reduction in the friction in your sales process could help your business decrease the sales cycle thus freeing up capacity to handle more sales and help ease cash flow constraints.

    What existing and new approaches will we use to segment your target audience and target them more effectively to boost acquisition and retention?
    I consider the buyer profile or customer avatar as a very useful foundational tool in this respect. It gives you a good starting point for your market analysis.

    If you have data from your current customers and from your past digital marketing initiatives. It would be valuable to also include them here.

    Having some data analysis skills will definitely help here.

    The key objective here is to find another way to group target customers. Grouping your target customers differently means you find other common traits or attributes that will help you communicate them in a fresh, impactful way.
    Can you find another perspective, digital media, or another new way to communicate with them which will add value to them and your business.

     

    The Value Proposition

    How can we improve value delivered by the brand, it’s product or service? This conversation generally needs us become more creative with about how the digital avenues give our customers more of what they want.

    So what do our customers want?

    One of most interesting article I’ve read from about how to think about the value your product provides was from the Harvard Business Review called “The Elements Of Value”.

     

    It points out some of the most obvious and obscure elements of value that our products and services can deliver. More importantly, what additional value our digital marketing strategy can provide to our clients, as an added benefit for doing business with us.

    Called the Online Value Proposition.

    So in order to get the best out of a digital marketing initiative. We must ask ourselves: “How can the value delivered by our brand, it’s products or services be enhanced by digital marketing?”

     

    Digital Marketing Strategy In Action

    Take Action

    Start With Digital Governance (a very corporate sounding term)

    In this case, it really just means the following. If you are implementing a digital marketing strategy to grow the business.  What is the plan to improve People, Process, Tools and Metrics?
    Specifics are required at this stage, the who’s, what’s, when’s, why’s and how much’s. (I know I streched it there 🙂 )

    Depending on each business situation, it’s usually best to break down implementation plans into 90-day sprints, to still keep it feeling urgent, but have enough time to complete sizeable chunks of the objectives.

    Write down some detailed resourcing requirements and timescales i.e. What staff, agency and tools are needed to implement the 90-day plan?

    Optimize-Optimize-Optimize. What measurement and testing are planned to improve the of the most important aspects that help us become more efficient and effective?

    Check out what we do

    3 Simple Steps To Get More Leads For Your Business

    3 Simple Steps To Get More Leads For Your Business

    1. Start Tracking Where Your Leads Come From

    It’s amazing that a lot of business owners that I speak to don’t measure and keep records of their most effective marketing initiatives. This applies to whether you’re using digital marketing or other more traditional marketing strategies. You might ask me: “Why is that important?”, or say “I don’t have time…”, or “I don’t have resources”…

    Well, it’s like running a business without financial statements. How do you even know that your business is still going to be there tomorrow?  Or how much money is being flushed down the toilet because you are wasting time on customers who are the least likely to buy from you?

    By knowing where your leads and sales are coming from, then you know where to invest your marketing and sales resources and you will know the likelihood of success the data you have. This means that success will be more predictable and your business’ cash flow will start being more stable the more you do it.

    2. Get Clear On Who Your Customer Is & How You Can Get To Them

     

    One of the other MAJOR benefits of measuring your marketing effectiveness is that you become clear on your customer is. One of the things that make businesses win, that make sales easier to get and that helps you get more control of your income is knowing and understanding who your customer is, knowing what they want and satisfying their most important needs better than your competitors.

    In the end, absolutely NO business is perfect, BUT, in my experience, the businesses who do well are the kind that do the important things better than other.

    One of those most important things is serving your customers.

    So now the question is… what do your customers want? And is your business designed in such a way as to give it to them. By this I mean, if they respond to price is your business able to give them the lowest… if they respond to quality, can you do that… and if they care about service, are you addressing that…

    3. Review What’s Working Now And Replicate It…

     

    If you’re fortunate enough to still be in business and you are getting customers (it does have to be a lot). It means you at least know where to start. Now (brace for a shameless self-promotion) the big benefits of digital marketing is that you can replicate and expand your most effective marketing or lead generation strategies to several other markets without breaking a sweat.

    Now don’t get me wrong, that kind of initiative still needs effort and investment, but my point is that you are just expanding on what already working. The odds of it working are much better than starting on something completely new and untested.

    See What We Do

    Would Digital Marketing Be Good For Your Small Business…

    Would Digital Marketing Be Good For Your Small Business…

    If you haven’t invested in digital marketing before, one of the first questions on your mind is…

    Is it worth it?

    Well… the truth is it depends…

    This article will try and take you through 7, practical, easy to follow steps to help you find out if you should invest in digital or not…

    Let’s get started…

     

    1. If Your Competitors Are Doing It…

    Let’s start with the most obvious sign. When your competitors are investing money into something, it’s worth looking into. 

    We are not in business to waste money, so this means that if they are investing in it… they are getting a return on investment that justifies the expense.

    2. Let’s Google One Of Your Products/ Services

     

    Following the previous point… if you Google your products/services, especially in a geographical region that you could potentially provide your goods and services and you find your direct competitor there. There is definite potential there.

    Action Step:
    • Please go ahead and Google your product/service
    • Kindly note down the names and URLs (web addresses) of the top ten websites that are competing with you and your business ESPECIALLY the relevant businesses that have paid to have ads placed on the Google search first page.

     

     

    3. Do A Quick Browse Into Each One Of Your Competitors Websites

     

    This step is that we know what is that your competitors are doing with their websites, and potential strategies that they could be implementing and what kind of offers they have.

    Action Step:

    Please visit at least 5 of your competitors’ websites that you noted down earlier and take note of the following (amongst other things):

    • What products/services are they offering to their visitors? Are they the same as yours?
    • Do they have special offers?
    • What kind of credibility do they show off on the website, not just quality of the design but accreditations, customer testimonials etc.
    • Are they in a geographical area that you service or could service.

     

    4. Use SimilarWeb.com To Get Some Numbers

     

    SimilarWeb.com is a digital marketing intelligence/analytics tool. Marketing strategists use it to do research about new markets and their competitors.

    Mind you… it is widely known that no digital marketing analytics tool is 100% accurate, but it will help you to get a strong indication and help you gauge the size of your opportunity.

    This step is crucial.

    Action Step:

    Go to www.similarweb.com and create yourself a free account. Use it to investigate your 5 digital marketing competitors that you found on your Google search AND that you verified as valid competitors in your geographical area.

    • What products/services are they offering to their visitors? Are they the same as yours?
    • Do they have special offers?
    • What kind of credibility do they show off on the website, not just quality of the design but accreditations, customer testimonials etc.
    • Are they in a geographical area that you service or could service.