Look out of your window. See that guy walking down the street? A stranger. Never heard of you or your product. Doesn’t care.
Right now, he is probably thinking about work, or the argument he had with his wife in the morning, or that he needs a sandwich.
You are not in the picture. Not even close. Not even hypothetically.
And yet, here you are. A business owner with stuff to sell. Great stuff, no question, but right now nobody knows about it. You are in a universe full of strangers who don’t care.
What do you do?
How to get people to buy your product or services
What do you think should happen so that someone who has never heard of you or your website buys from you?
It’s actually pretty straightforward, and yet I know many entrepreneurs who haven’t given it much thought.
To buy your product or hire you, a regular person will need to find their way to your website, and then get to know, like and trust you. Only then there is a chance that they will buy from you, but only if your offer is convincing.
Successful salespeople will tell you that your customer needs to know, like, and trust you before she’ll buy. […] Use your content to build desire for your product, and to create an unshakeable relationship with your audience, then ask for the sale.Sonia Simone, Senior Editor of Copyblogger and the founder of Remarkable Communication
In particular, your potential customers need to:
- Find their way to your website
- Get a good first impression and their question answered
- Be able to easily discover more relevant quality content that reinforces the great first impression
- Trust you
- Be convinced that your product is something they need and easily purchase when they are ready
Do you think it’s too simple?
Then look at this part:
“Easily discover more relevant quality content”
To fulfil the promise of these 6 words is hard work that includes flawless user experience on your website, clear navigation, internal links, and many quality posts and email newsletters.
Enough to get your head spinning, huh.
That pyramid you need your potential customers to climb – this what should happen from their side, this is what they need to make it to the top.
But what does it mean for you as a business and website owner? How can you help them reach their faster?
4-step process to get people to buy your product
Step 1. Drive traffic to your website
This whole shebang starts with getting your face content and product in front of your target audience, which at this point you must have identified. You can do it in multiple ways.
Organic traffic: Optimizing your posts for search engines is your best shot in getting consistent traffic from your target audience.
Here, only two search ranking factors really matter: Keyword optimization and backlinks.
You shouldn’t expect immediate benefits, as it takes time and consistent efforts for your SEO efforts to kick in. But once they do, you will feel as if you’ve just won the lottery.
Traffic from social networks: Unlike organic traffic, social networks will bring you spikes in traffic on days your content gets shared.
Promote your content on social networks posting engaging content and interacting with others. Make it easy for people to share your content by adding the share buttons on your website.
Yet don’t fall into a trap trying to be on every possible social network. Doing it right and turning your social media followers into actionable audience takes a lot of time and effort – scarce commodities you should use wisely.
Paid traffic: I don’t believe that Facebook ads, for example, are a sustainable way to get traffic for small businesses on a small budget. Yet, paid traffic is a quick and easy way to test and tweak your new lead page with your target audience. If your copy doesn’t convert and nobody is signing up for your course or buying your ebook you’ll know early enough to be able to improve things.
There is also such thing as referral traffic (visitors finding your website through external links on other website) and direct traffic (which means a truck loads of different things). But those are mostly implicit results of your content marketing efforts that you can’t influence directly. So I’ve mentioned it here just for the sake of completion.
Step 2. Make a great first impression and encourage to discover more content
Once you got people over, you can’t disappoint. Moreover, you need to grab their attention, pull them into your story, and make an emotional connection. Drop the ball, and you lost them to cat memes, new shoes or your next competitor.
Regardless of what page of your website your visitors land on, it needs to give them a great first impression.
It goes without saying that all of your content needs to be:
- free from typos (yes, people care!)
Note: Next time I catch you using altering images as a background I’m personally flying over there to smack you!
If it’s a blog post:
- Make it relevant and helpful, giving your visitors the answer they came to you for.
- Write it in your own voice to engage and let your personality shine.
- Use internal links in the text to encourage people to discover more content.
If it’s your Homepage, About- or Services page:
- Make sure it sends a clear message.
- Give it a clear structure.
- Focus on answering the questions your visitors have on each page.
- Add testimonials that support your claims and add to your credibility.
- Add a call to action guiding your visitors to the next step.
Somewhat counter-intuitive but great tip that absolutely make sense: Remove your Testimonials page and use testimonials on other, relevant pages.
Do not put testimonials on a testimonials page. Put them on the relevant product or service page. Visitors will likely miss evidence if it isn’t in context. We recommend you remove your testimonials page from your website.Andy Crestodina, Strategic Director of Orbit Media
When it comes to encouraging your visitors to discover more content so that they will get to know and like you, navigation is your best friend. Make sure your navigation is:
Don’t forget to add a subscription form to your newsletter. Yet, treat everyone who trusted you with their email address with respect and focus on helping and not selling. Making your email newsletter regular and relevant to your audience will earn you more trust points.
Another great way to encourage your visitors to discover more content is to customize your Blog page. Your Blog page is one of the most visited pages of your website, and whoever visits it is obviously interested in your blog posts.
So, go beyond a list of your latest posts and consider adding to your Blog page:
- A short paragraph describing what you blog about
- A list of selected blog post categories that link to the corresponding category pages
- Featured posts that visually stand out from the rest of the blogroll
Step 3. Win their trust
If you keep solving the problems of your audience, over time you’ll gain their trust and loyalty.
Now they won’t cringe and delete an email about your new course. Now they will listen to what you have to say. Now it’s time to present them with your offer.
How do you know the time is right? Look at how many people open and click on the links in your email newsletter. Look at the comments on your website.
If you have an engaged audience that is genuinely interested in what you have to say – now it’s ok to market to them.
Step 4. Present your offer
Even your best friend won’t buy from you if he thinks that whatever you are selling is useless to him.
But by now you have an audience that is interested in your product. So you can be sure this is something they need.
Now, you have to lay it out for them why they need it:
How will it solve their problems? How will it make their life easier? What will they miss on if they don’t buy it?
Create a sales pitch that:
- Is relevant to your audience.
- Contains a unique value proposition.
- Focuses on benefits and not features.
- Paints a vivid picture of what they will miss if they don’t get your product.
- Addresses and eliminates all objections, anxieties and reservations your potential customers might have.
- Has a clear call to action that opens the door to a clear, easy and transparent way to make a purchase.
Present this offer to them as a lead page or as part of your email newsletter, and harvest the reward of your hard work.
Use your website to create a strong relationship with your customers. Impress them with your expertise. Woo them with your personality. Show them that you care. Help them reach their goals first, and they will help you reach yours.
What can you do right now?
Ok, now you understand the theory. But how can you put it into practice on your website?
I have something that will help.
Based on this 4-step process of how to make people buy your product, I’ve created a 200+ point website checklist – a kind I bet you’ve never seen before.
This checklist is designed specifically for solopreneurs and small businesses, and will help you identify:
- what’s missing on your website
- what you’ve been doing wrong
- and how to do it right
…while making sure you get all the 4 steps of the process I talk about in this post covered.
I’m afraid now you’re really out of excuses to not fix the issues on your website.