No matter your goal – be it part-time work or full-scale ecommerce business ownership – all entrepreneurs should understand key tips for selling online.
Locate your target audience through competitive analysis and surveys, then create a buyer persona to speak directly to them. With the appropriate strategy in place, website visitors could become paying customers.
1. Identify Your Target Audience
Targeting your audience is one of the cornerstones of successful marketing campaigns. Even with an exceptional product available on the market, if it fails to connect with its intended target market it won’t see sales.
As part of your market research efforts, it’s crucial that you assess customer demographics to gain an understanding of what interests them and how your products can solve a problem for them. Furthermore, studying competitors’ marketing strategies allows you to discern which ads attract their target market so that you can tailor content specifically towards them online.
Understanding your audience involves not only knowing who to target but also who not to attract. Doing this allows you to avoid spending money on advertising that won’t generate results, and create more tailored and effective marketing messaging – for instance if you sell high-performance running shoes you may narrow your target audience down specifically to a subgroup of athletes.
2. Make a Pitch
Your sales materials’ pitch sets the stage for how potential customers perceive you and interact with you. Making it personal, concise, and focused around customer needs are keys for successful online sales where buyers may be exposed to multiple pitches simultaneously causing “banner blindness.”
To effectively engage and persuade prospects of your business, it’s essential that you first understand their pain points and issues. Doing this will enable you to tailor your pitch specifically towards their requirements while offering greater value in return.
To do this effectively, your sales pitch must take the form of a tale. One approach would be using Pixar style storytelling techniques; simply begin your pitch by telling an engaging tale beginning with “once upon a time…” You could also include client success stories to demonstrate the worth of your product or service while keeping listeners captivated with evidence of its effectiveness. This approach keeps audiences engaged while attesting the worthiness of their solution from your company.
3. Build a Relationship
By building relationships with your customers, they’re more likely to make repeat purchases in the future – a major benefit of selling online as opposed to offline.
To foster strong customer relationships, listen carefully and show genuine interest in their needs and concerns. Ask open-ended questions that allow your customers to fully communicate their ideas. It also pays to stay current on industry trends, innovations and regulations that may impact them directly.
Referrals from customers should be seen as the ultimate compliment, since it shows they appreciated their experience and want to spread the word about you. Show them how thankful you are by thanking them and telling them how grateful you are for their business; additionally, follow-up with them every few months so you can assess if there are any new issues which need addressing.
4. Follow Up
Follow-up emails are essential in any successful campaign. Too many marketers give up after an email fails, assuming their prospect no longer cares, when actually follow-ups have been proven to increase response rates by 22%!
Follow-ups that add value are key for effective engagements with prospects. This could involve providing them with research on industry challenges they might be experiencing, case studies that speak directly to them or an infographic they can use in their marketing initiatives.
Personalize your follow-up emails as much as possible to increase their effectiveness. Dynamic variables and 100% unique snippets are great ways of doing this, while GIFs or images may add some flair. Don’t forget to include a specific call-to-action that helps the prospect understand what you want from them and increases the odds they respond!