I see so many posts these days in my Google and Facebook feed telling me how one company or another will have sales falling in my lap within minutes if I use their system. But when you read the fine print at the end of their article they all say the same thing – results are not normal and usually a result of many years of hard work. In other words, there is no magic bullet to sales success. Your success will be the result of a lot of hours applied to your chosen profession. So, what can you do to boost business? Here are 5 steps to boosting your website sales:
Educate yourself on how consumers use the internet and social media
Did you know that the majority of consumers have already made their decision to buy by the time they get in touch with you? Either a referral or Google has told them that you are the business they are searching for. While the quality of your product or service alone will have an influence over someone who has found you due to word-of-mouth, it is the quality of your website and Facebook posts that will influence their buying decision if they don’t know who you are.
Google says people search in moments – I-want-to-know-moments, I-want-to-go-moments, I-want-to-do-moments, and I-want-to-buy-moments. The trick is understanding where your business fits into any one of those moments and ensuring the quality of your website lets you stand out.
Look at how you use the internet yourself. What do you do when you are considering purchasing a new car? If you are like most people you check the website for the brand you are considering, let’s say a Ford truck. You might go to Consumer Reports magazine or simply Google “Ford F150 reviews” to find out more. Then you’ll go to Facebook and ask your friends what they think. Next, you’ll go online and check the inventory at the closest dealer or go the Auto Trader website to check for deals and pricing. Finally, you will either drive to the dealership or pick up the telephone to speak to the sales rep about what you have found.
Prospective customers know what they want. What they want to know is whether your company will solve their search “moment.”
So what have you learned?
Your website needs to educate and guide a potential buyer through the process quickly and efficiently.
Know how your customer is going to use your website
Now look at your website content from your customers perspective:
How did they find you? Whether they come through a search engine or social media you need to ensure that the landing page where they arrive gives them the answer that caused them to click.
If they are researching the company does your About Us page explain why your brand is one they can trust? Does your unique selling proposition position your brand as the one of choice? Can they share the information from your website with their friends?
If they want to come to your store is there a map they can click for directions? Are your hours clearly listed?
If they want to buy online can they find the product easily with pricing, sizing, and descriptions? Is the check out process efficient?
Your customer doesn’t care about you, they care about what you can do for them
Each step of the way your content needs to show that you understand your customer.
If they are in a hurry and just want to buy the product, offer them the tools to click their way through each step of the sale efficiently.
If they are in the research phase of their journey demonstrate your knowledge with blog posts that position you as an industry expert. Offer case studies, product details and reviews, and features and benefits of your business.
You need to build trust with someone who doesn’t know you. Testimonials will tell them what others think.
Use social media to direct them to your product and website
Social media has shown the strength of what others think. Ensure you strategically use it to its full potential and use its analytics to see who is reading your posts and when. Use Facebook posts to tell your story and prove your expertise.
Boosting posts and using Facebook Ads will introduce your business to an audience who doesn’t know you. But note, content matters. Exactly what you say and to whom will have a direct effect on sales. Be prepared to dedicate a sufficient marketing budget to see this succeed. It can be done for as little as $15-$20/day but understand that the more you spend the more likely you will see success.
Word-of-mouth matters. Build relationships with your existing customers
Most businesses will tell you that the majority of their sales come from repeat business and referrals. Therefore you need to be sure to maintain your relationship with your existing customers to keep your brand top-of-mind. A regular newsletter will remind your customers of your good work and educate them about any new products or services you offer. Remind them to tell their friends and offer a discount or promotion for referring a friend. Encourage customers to Like, Follow and Share your content and be sure to respond quickly to any comments, whether on your website or social media.
p.s. If you are struggling with your website or social media content or you don’t have the time to write, I can help. Writing is what I do. Contact me and let’s get started.
I’m Diana Cape, and I’ve been writing for businesses large and small for over 25 years. I specialize in creating content for websites, social media, blogs and traditional marketing material for Canadian small businesses. Let me help you choose the content that will reassure your prospects that your industry know-how and skills will make their dream a reality.