How many first time visitors to an ‘average’ website go on to buy something? Just over half? One in three? How about just .. 2%!
So What's The One Thing That Your Clients Were Hunting For — That You Failed To Offer?
Perhaps the better question to ask is this — What is it that the 98% (who blinked, jumped, bolted) were looking for — that you didn’t offer?
Sure, 100% of the people who see your stuff aren’t all actively looking to buy your stuff right then and there.
They might have an issue,
But right now it’s not pressing enough to pull the trigger.
Reasons often cited include:
- They don’t need it right now.
- They don’t have the budget for it right now.
- They don’t trust you at the moment.
- They have more pressing matters.
- They’re still researching your services.
I know.
All that hard work.
All that care and attention.
Those long nights fiddling and refining the content.
Pairing that perfect sales patter with razor edged graphics.
And after all that effort ..
Just 2 in every 100 newbies sailing by actually drop anchor long enough to hand over their cash.
Of course, deep down you know it was never gonna be as easy as all that.
So you’ve got 2 options:
- You can wait and hope they remember your brand when the time is right.
- Or you can keep engaging with them with a few small but helpful and informative pieces of issue-relevant content to build the trust needed to induce a sale.
Which is why there’s an olde marketing saying: “Fortune favours the follow up.”
To furnish the 98% with something to think about ..
Research!
After all, content is king, right?
Companies that want to reach their full potential now need to understand the importance of maintaining a permanent presence in the lives of clients.
Every interaction with customers and prospects, however small, provides further opportunities for you to provide more value, get to know them, and vice versa.
According to Adestra:
Marketers say that the biggest benefits of automation are saving time (74%), increased customer engagement (68%), more timely communications (58%) and increased opportunities including up-selling (58%).
And to quote SocialMediaToday:
It is a basic marketing principle that it takes several "touches" before someone will internalise and/or act upon your call to action.
SO if you can establish trust over time, you will win.
- Stage One: Awareness — Your client is becoming aware of a problem and begins research to understand the problem.
- Stage Two: Consideration — Your client is fully aware of the problem and begins exploring all options available.
- Stage Three: Decision — Your client has explored all problem solving options and then selects a provider to help.
So it's reasonable to say, if they only see your marketing message once in Stage One, it’s not likely they’ll remember you in the future as your message may not completely resonate with them at that time.
The point is: getting in front of potential clients is relatively straightforward, but if you want to bring the sales ...
Repetition matters!
Napoleon’s wisdom also said it best:
Between a battle lost and a battle won, the distance is immense and there stand empires.
The more a potential customer is exposed to your brand, the more likely they are to buy from you when they decide to make a purchase.
A personal relationship is more than a series of encounters or incidents, and the brand experience should be no different.
