I work with luxury vacation property developers that are tired of hearing complaints from their home owners, property managers and real estate agents about the bad tap water. They are tired of hearing that its making their stomachs hurt. They are tired of having to explain where to go in town to get bottled water. They are tired of having to tell people not to “drink from the sink” They are tired of losing big sales to another developer just because he has tap water that doesn’t make your stomach turn.
Take a look at your landing page copy, sales collateral, and other marketing materials. Is the value proposition immediately obvious? If not, it’s time to go back to the drawing board. Everything your prospects see should tie back to your value proposition in one way or another. The greater the perceived value you can create surrounding your products or services, the more sales you’ll make.
We are a town planning and development company and we help people develop their land. Their big problem for people is knowing whether they should they a property to develop and if they can actually develop what they want and make money. We offer a brief discussion first to understand what they are doing. In our world, we know if something is generally possible, but with local government and 500 page planning schemes, the devil really is in the detail. We offer to our prospective clients a Preliminary Site Report. This confirms what is possible and looks for any issues that might kill the deal or add large hidden expenses. During every conversation I will ask what they expect to pay for the property. If they say $500,000 I will generally say “that a small investment of $550 to confirm that what you want to do is possible is definitely worth it as you don’t want to be left with a half million dollar property that you can’t sell.” I know it sounds a little salesy but as part of our a 10 minute chat, its much more natural. People always agree. I’ve only just changed my discussions about upside, profit and finding hidden expenses, and this new approach is resulting in much better sales.
Mashable claims that adding videos to some of your top landing pages can result in an increase in conversions averaging at 86 percent! Our brains process visual information about 60,000 times faster than text, which means that any visitors to your site absorb information in videos better than they would by reading text. Learning about your product or service will be much more effective through video than text.
learning to do it themself with step by step instructions of the basics AND the explaination of the different options on how to put a twist to it that suits their personality. In the long run their image will combine with their professionalism and people’s perception will always be “wow she really knows what she’s talking about”. It only takes 3 seconds for a stranger to form an opinion of us, entrepreneurs understand they are the face and voice behind their business so image matters.
Oftentimes, one of the most powerful factors in a consumer’s decision not to buy something is risk aversion – the desire to avoid a potential loss. Most times, this perceived risk is a financial one. Why should someone buy your products? What if they don’t work, or the customer doesn’t like them? Even small purchases can carry the risk of “buyer’s remorse,” so overcome this objection from the outset by offering a bulletproof money-back guarantee.
By including a third “decoy” option in your pricing structure, you can push people toward the middle option – the one you really want them to buy. Sure, some people will go for the most expensive option anyway (which is a bonus, revenue-wise), but most will subconsciously avoid the decoy and choose the middle-tier option, which is precisely what you want them to do.
Competition for online business success is just as intense if only a bit less violent. The fight for customer attention boils down to delivering the requested content most efficiently and accurately, irrespective of the company size and past laurels. And just like human blunders and ignorance dictating the outcome of the Trojan War, common mistakes killing website performance tend to determine the outcome of online business competition – fastest to the finish line wins the race!
But if you still use separate tools to email and call your leads, then visibility into their different touchpoints at different stages in the funnel can be difficult to figure out. Use a CRM software with built-in email and phone instead. You can create email templates in your CRM to quickly reach out to leads. Even better, you can automate sending out the first welcome email to new leads using workflows. Modern CRMs also track your emails and notify you when the lead opens your email. This is a nifty feature to know when to take action and move your lead to the next stage. You know, strike while the iron is hot? So now you’ll know if your email is getting read or not. You can also use email metrics to test your email performance, and craft better ones to increase open rates.
Most prospects will enter this stage after identifying Norman’s company as a possible alternative and completing the information search process described in Stage 2. However, some customers might be introduced to his brand after completing Stage 2 with his competitors, as in the case of an industry blog running a comparison chart of the different competitors in his space.
But, given the volume of leads that fill your funnel, sales teams have a hard time converting leads into customers because they cannot discern the hot from the cold. This results in unqualified hot leads in the top of the funnel that either drop out due to slow response times, or remain stuck in the middle of the funnel eventually becoming cold leads. For a business this means missing out on golden ($) opportunities. And, that’s just one leak. There are more ways you lose leads in the sales funnel.
When these would-be buyers become interested enough in her products, they request an online demonstration by filling out the form on her landing pages. These requests are routed directly to her salespeople, who, because they’re dealing with warm leads, close roughly 50% of the customers to whom they demo. Molly’s company closes more sales than Norman’s, with fewer salespeople and no time spent on cold calling.
If you're looking to increase sales in retail, don't ignore the potential of opt-in offers – prompts that encourage people to sign up for your newsletter, mailing list, or loyalty programs. Using opt-in offers can not only significantly increase the number of contacts in your database (a major asset for future email marketing campaigns), but also increase online sales in the short term.
Sales funnel conversions – If you’re going to choose only a few metrics to focus on, make sure this is one of them. Essentially, this metric involves tracking the number of prospects that enter your funnel at any point and then convert into customers. As you make changes to your marketing strategy in the future, seeing this number improve will let you know you’re on the right track.
Another way you can drive more sales through social media is by encouraging your customers to share their photos online. Also, be sure to go one step further by sharing these user-generated photos on your own social media profiles. This is an easy way to increase loyalty with your existing customers, and to add credibility to your brand whenever potential customers visit your social media profiles.
**Big Problem** It’s 10pm and you’re all settled in for a nice long slumber. The room is the perfect temperature, the bed is just right – not too soft, not too firm, your significant other is in cuddle-mode. All is right with the world as you drift off into dreamland. Two hours later you awake drenched in sweat! You strip down to your birthday suit, turn the thermostat to arctic freeze and push your shivering partner to the other side of the bed. You toss and turn for the next 40 minutes, then finally give up and head for the shower to try to cool down… only to have the entire episode repeat 20 minutes later. You’re dragging, unfocused and grouchy all the next day, as you continue to battle the periodic hot flashes. And you’ve probably been reliving this nightmare for years, with no end in sight!
Karen Taylor is a professional content marketing writer with experience writing for over 100 companies and publications. Her experience includes the full range of content marketing projects — from blogs, to white papers, to ebooks. She has a particular knack for creating content that clarifies and strengthens a company’s marketing message, and delivers optimum impact and maximum results. Learn more at KarenTaylorWrites.com.
Just like an actual funnel, Marketing funnels represent a buyer’s journey from awareness to the actual purchase of the product. The concept marketing funnel revolves around is that marketers spread a vast lattice to catch hold of as many leads as possible and then gradually foster prospective customers through suitable schemes, even though the numbers lessen with every passing stage.
Here's the cool thing about content marketing: Despite a misconception that it's always a top-of-funnel tactic, content marketing can help reach people at any stage of the funnel, and as those people continue their interactions with your organization, it helps widen the neck of the funnel farther down. And because content is all the words and pictures on (and off of) your site, you have a lot of options to tailor your content marketing message to where your audience is in that funnel. There are four major stages of content marketing, which we thought we'd show in relation to something very familiar—coffee:
Take the time to go through your site and make a list of any hesitations you believe visitors may have based on the information already available. Critically evaluate your site in this step—don’t just assume that the visitor will be able to find the answers. You want to ensure everything is easily accessible. Once you’ve done this, provide a solution to the problems you uncovered. Not only will this increase conversions across your site, but it will also make it more user-friendly.
Entry sources – Monitoring the sources from which people are entering your funnel can be useful data to track, as it gives you ideas for expanding the reach of your marketing campaigns. If, for example, you see that a large number of your prospects are coming from a single guest blog post you did, seeking out similar guest author positions can be an easy way to increase your overall sales.
Jill Konrath is an in-demand speaker at sales conferences and kickoff meetings. Her previous books include Selling to Big Companies (one of Fortune's "Must Reads" for sellers), SNAP Selling, and Agile Selling. Wth over a quarter of a million LinkedIn followers and well over one hundred thousand blog readers, her fresh strategies make a global impact.
Solution: I offer customized, personalized healing programs that address the root causes of their illness. These programs include extensive nutritional counseling and coaching, functional diagnostic labs, personalized and focused nutraceutical therapy, comprehensive detoxification therapy, lifestyle education and coaching and, if they roll that way, spiritual mentoring.
A sales funnel is a marketing system. It’s the “ideal” process you intend your customers to experience as they go from Prospect to Lead to Customer to Repeat Buyer. Sales funnels have been around much longer than web marketing, but the online world is the best thing to ever happen to sales funnels because websites and email marketing make sales funnels easier to build.
This is what customers need to see. They want to know how the type of products you sell could be beneficial to them, and in what ways. Making the most of the online customer’s need to see your products and their functionality, you can present them in the best way possible. Make it easy for them to imagine how a purchase with your company could add value to their lives.
Based in Central Texas, Karen S. Johnson is a marketing professional with more than 30 years' experience and specializes in business and equestrian topics. Her articles have appeared in several trade and business publications such as the Houston Chronicle. Johnson also co-authored a series of communications publications for the U.S. Agency for International Development. She holds a Bachelor of Science in speech from UT-Austin.
So the obvious approach to funnel marketing is to focus on high-intent users who show all the behaviour of someone ready to buy. And your best weapon for this is AdWords – the only platform that allows you to target people itching to buy. People turn to Google when they’re about to jump from consideration to conversion and AdWords is the only channel that allows you to target high-intent search queries that have “next customer” written all over them.
We help purchasers and sellers understand the range of documentation that can be accepted or provided in each state that will protect the seller while providing the easiest path for purchaser to be compliant. We also review certificates on a case by case basis or provide exposure analysis for all of your certificate. We also provide exemption certificate management.
The Discovery stage is where your prospect’s interest is piqued. They are curious about your company and products and want to learn more. In this stage, you are sharing valuable educational content related to your prospect’s problem or need. This stage occurs while you are qualifying your prospect, conducting initial meetings, and defining their needs.
My solution: I’ll be her turnkey solution. She tells me what she needs, and I let her focus her time and energy on developing that course she wants to sell. I’ll take care of the installation and presentation of all of the widgets she needs to add to her site to make selling her thing possible. She gladly pays me because while she could probably figure it out, she’ll make more money sooner if she pays me to do it.
Additional findings indicate that quick page loading is a key factor in a consumer’s loyalty to an eCommerce site, especially for high spenders. 79 percent of online shoppers who experience a dissatisfying visit are less likely to buy from the same site again while 27 percent are less likely to buy from the same site’s physical store, suggesting that the impact of a bad online experience will reach beyond the web and can result in lost store sales.” Akamai 2009
Expansion (aka, upsell and cross-sell) - Ideally, customers should not only be satisfied with their original purchases, but also become repeat consumers. Marketing campaigns should be built around upselling customers higher-end products and cross-selling them complimentary products. Expanding your relationship with consumers is easier if they view your brand as dependable and as an authority. Your ongoing communications should telegraph this message loudly and clearly.
A Mr. E. St. Elmo created the first “purchase model” way back in 1898 in an effort to systematize the sales process and, ultimately, improve results. He developed a model that mapped a theoretical customer journey from the moment a product attracted a consumer’s attention to the point of action or purchase. His model has guided marketers and sales teams for nearly a century.
Solution: Online training video course that teaches acupuncturists a simple 7-step system that I used with my own acupuncture practice to accelerate it to a 6-figure business in less then 3 years. They learn how to start up a business, market, patient care, mindset, taking insurance, practitioner confidence, etc. If they take action on these 7 steps they will become a happy acupuncturist with a successful practice.
Why is the set of steps to conversion called a “funnel”? Because at the beginning of the process, there are a lot of people who take the first step. Then, as the people continue along and take the next steps, some of them drop out, and the size of the crowd thins or narrows. (And even further along in the process, your sales team gets involved to help close the deal.)
One example is that people are loss-averse: they are more likely to act to avert a loss than to achieve a gain. Another example is that the value people place on a change in probability (e.g., of winning something) depends on the reference point: people appear to place greater value on a change from 0% to 10% (going from impossibility to possibility) than from, say, 45% to 55%, and they place the greatest value of all on a change from 90% to 100% (going from possibility to certainty). This occurs despite the fact that under traditional utility theory all three changes give the same increase in utility. Consistent with loss-aversion, the order of the first and third of those is reversed when the event is presented as losing rather than winning something: there, the greatest value is placed on eliminating the probability of a loss to 0.
Considering the high volume of internet traffic using mobile devices for ecommerce purchases, high-performing mobile websites is an evident priority for ecommerce organizations. A recent research study reveals ecommerce businesses could miss out on millions of mobile shoppers with the potential aggregate revenue per conversion of mobile shoppers averaging around 80 percent of the same among desktop users purchasing online.
This year Google made pagespeed an official ranking factor for mobile search, introduced mobile speed score, and perhaps most important—they’re backing the Accelerated Mobile Pages open-source project: a means of developing web pages that load in (approximately) half a second! In short, the search giant’s putting their foot down and demanding a better, faster mobile web.
Shared hosting providers running thousands of websites on single Apache servers fail to deliver high performance even when the website is well-designed with a clean and speed-optimized code. Performance issues intensify during peak load times when insufficient server computing power fails to process website download requests efficiently. Monitoring server CPU load enables hosting companies and IT staff running locally hosted websites to keep a check on back-end hardware capabilities in handling unpredictable web traffic deluge.
Being an expert doesn’t necessarily mean that you know how to share your knowledge with others, so that they actually get it. Consequently, many information/instructional products garnished with “bells and whistles” (fancy graphics, catchy sales pitches, and technological gimmicks) actually SUCK. There is either too much or too little content; the content is confusing; the language is professional gobbledygook, the focus is on “what to do” rather than on “how to go about it” – leaving the users in a state of anger and frustration. Even if they don’t ask for their money back, they certainly won’t buy from this line ever again.
Self-help is a giant niche and getting bigger. Would it be easier if you described exactly who you helped best? Then your ideal audience would see themselves more quickly, like: We help single women ages 30 to 40, who work 50+ hour weeks, try to get to the gym, volunteer their time and have a social life. And don’t have time/budget to get to a therapist.
Marketers should tap every opportunity to develop a relationship with the buyer at this stage. This is often done through monitoring reviews of the products, testimonials from previous customers, inbound marketing, having a great graphic interface to draw attention, delivering more information to the customer, etc. This is a crucial stage of the marketing funnel as it is chiefly at this stage that the prospective buyer would want to remain in or leave the funnel.
I’m a financial planner and my biggest issue is trying to position that the urgency of the problem is now even though the consequences of now might not be seen for a long time. Most people think they can get by without life insurance until they have an insurable event, and that they can get by spending all of their money now instead of saving and investing over a long period of time until that is also too late and they are scrambling around trying to find a pot of gold at the end of a rainbow investment to save them from what they have / haven’t done many years before. It is also hard to position the value of my fees right now as my value is seen many years from now as they start progressing financially and are somewhat protected against poor decisions now and and giving themselves the highest probablility of success when all they can see right now is more expenses.
My business, Sweet Girls Cookie Delivery, bakes cookies fresh each day, packages them in pretty boxes and delivers them to people around Savannah, GA. I have many people tell me on the phone that they are thrilled I provide this service, especially the parents of local college students who are far from home. I just need to get more repeat business on a regular basis.
The discussion about AMP since its inception has been confusing and contentious. That’s usually the way with web standards. But I think that the stakes with AMP feel higher than previous battles because of a growing understanding that we can’t take the existence of the open web for granted anymore. It could very well fade away. It has to be maintained and, more than that, improved.