Did you know the harsh reality about your website is that 97-99% of the people that visit you online will leave without ever buying a single thing? Before a prospect converts to a customer, they will google, visit websites, read reviews, ask for recommendations and check hashtags to see what others are saying on social media.
The internet has empowered the buyer and changed the marketing rules. Unlike the pre-google days where we mainly relied on what the company told us about their products, today the 21st-century customer is well informed, and the buyer's journey begins online. Your potential customer will go through various digital touchpoints before making a decision, and it's up to companies to provide educational content that helps their prospective buyer make an informed choice and convert to a customer.
This is done by first considering a buyers' entire journey, then designing a customized funnel with content that caters to their needs at different touchpoints. The basic touchpoints of a sales process are:
In the digital jargon, a funnel is the process a buyer goes through before a sale is made. It's called a “funnel” because all the steps in the process are designed towards helping people make an informed purchasing decision. The lack of educational content and a well thought-out process means your leads, prospects and existing clients are slipping through the cracks; probably buying from your competitor with stable systems. You want your content and your sales funnels to delight your customers at all touchpoints, so they become happy, loyal buyers and brand ambassadors.
The digital word is a dynamic ever-changing landscape and companies that resist trends and neglect innovation are headed for trouble. Take Toys 'R' Us for example, a once thriving company now in trouble after failing to keep up with customer trends and e-commerce. I remember seeing a big branch in Koblenz, Germany and can't help but wonder how this company spiraled into such a crisis. An aspect of digital marketing is monitoring industry trends and competition, as well as swiftly adapting to change. One example of changing trends is with the distribution of content. With more people using mobile phones, podcasting has become a content marketing strategy not to be ignored. Instead of text-only blog posts, why not integrate multi-media like audio or Facebook LIVE video to reach new audiences and give your customers options to consume content?
2. Out of Sight Out of Mind?
Just because a sale has been made doesn't mean the customer's value diminishes. Many companies neglect to nurture past clients and have no after-sales customer care. If the client is not extremely satisfied, it can lead to buyers remorse or, in the future they'll consider your competitor and advise others to look at options instead of referring you. A customer is important, before, during and after the sale. Integrate a follow-up system to rate your customer's satisfaction, at least once after the sale. This can be via a survey, phone call, or even a personal visit where appropriate.
Despite studies proving it's easier to sell to an existing customer than acquire a new one, companies often focus more on getting new leads and prospects. Rewarding loyalty helps with customer retention. Companies can continue offering the same high-quality content that won a buyers trust. Reward offers can be priority customer support, membership sites with exclusive resources, lifetime upgrades, referral discounts and prizes. Rewards don't have to be monetary, sometimes being treated as an individual with genuine problems and not "just a number in the books" can be enough to earn customer loyalty. Despite the data-driven marketing, consumers are real people with real needs. Focusing on the customer lifetime value is part of a good digital marketing strategy.
Unlike traditional one-way marketing, digital marketing involves two-way communication with your customers. Companies that neglect their digital presence and the buyer's journey online are losing to competitors using proven digital strategies. The best part of it all - a digital funnel is not hard to implement, test and change because it is data-driven marketing.
Do you have a customized digital content system that attracts leads, converts sales, and delights your buyers?
Let's talk about your company's digital marketing funnels.