How many first time visitors to an ‘average’ website go on to buy something? Just over half? One in five?
How about just .. 3%!
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.
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 3 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 97% with something to think about ..
After all, content is king, right?
Companies that want to reach their full potential understand the importance of maintaining a permanent presence in the lives of clients.
A personal relationship is more than a series of encounters or incidents, and the brand experience should be no different.
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.
Every interaction, however small, provides further opportunities for you to provide more value, get to know them, and vice versa.
And every time they visit your website, encounter you on social media, watch a video, chat with a bot, or read an email, a memorable moment is created.
“Brand Story ‘Selling’ Sequences” is a series of automated “motivational messages” that elicits emotion in your readers by portraying empathetic characters who face compelling conflicts as they pursue clearly defined goals.
They already know you. They already like you. They already trust you. And chances are, they'll eventually want what you’re selling.
It's a Marketing Conversion Method that pulls potential clients back who haven’t converted after their very first interaction with your company.
And these “Story Selling Sequences” can take many forms.
The point is: getting in front of potential clients is relatively straightforward, but if you want to bring the sales ...
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'll win.
- Your client is becoming aware of a problem and begins research to understand the problem.
- Your client is fully aware of the problem and begins exploring all options available.
- Your client has explored all problem solving options and then selects a provider to help.
Stage One: Motivate
Stage Two: Pursuade
Stage Three: Influence
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.
Napoleon’s wisdom also said it best:
Between a battle lost and a battle won, the distance is immense and there stand empires.