If you haven't already, read my blog about finding your ideal clients. Before you can begin attracting people to your website and social media channels, you must find them. Once you've profiled and located your ideal clients, it's time to create a strategy for attracting them to your online presence. Let's consider seven ways to accomplish this:
"People like to feel they are buying of their own good judgment as a result of the information the salesman has given them." –Paul Parker – be a good educator, you will be a good sales person automatically.
1. Supply Helpful Information
People use the Internet to conduct research before purchasing. Therefore, it's logical to conclude that you can attract prospects by supplying helpful information. You can do this in a number of ways, but supplying helpful info on your website is best.
Consider cellular companies. When you're thinking of switching service providers, you likely visit the websites of prospective providers. Why? You're on a fact-finding mission. Consider how AT&T provides helpful information regarding their "best-ever pricing" strategy:
Notice: they break the information down. Helpful, factual info is laid out in tabs explaining the offer. Brainstorm ways to supply helpful information about your product or service. Lace it with facts that will influence buyers to choose your company over the competition.
2. Provide Valuable Tips
"61% of customers read online reviews before making a purchase decisions, and they are now essential for e-commerce sites." –Econsultancy.com
Audiences search for valuable information. You can deliver by providing useful tips. Most readers turn to blogs, articles and reviews. Use these avenues to provide valuable tips, all pointing prospects to your business without pushing sales outright. For example, if you sell tablets, you could use a blog like this to provide valuable tips and point prospects toward your business:
3. Threaten Consequences
It sounds ominous and pushy, but it works. Threatening consequences of NOT buying can motivate your ideal client to buy. You can do this in two ways:
- By telling or showing them what could go wrong without your product or service.
- By making them feel a sense of urgency.
A good example of this is Amazon's official blog. Here's an example of instilling a sense of urgency to motivate sales, and there are more good examples in the blog's recent posts:
4. Humorous Videos
Videos are a versatile way to attract viewers. They cater to busy people and provide entertainment. Funny videos offer a quick, memorable way of engaging your prospects. A successful example that led to huge success comes from the brand Old Spice. Who can forget "The Man Your Man Could Smell Like" campaign?
This humorous video left an impression. In fact, it built so much memorable publicity that the actor appeared on The Ellen Degeneres show. While your videos may not hit it this big, you can bet a well-planned, humorous video will impress and attract.
5. The "Don't Be Left Out" Tactic/
You like doing things with your friends. You enjoy, even prioritize, keeping up with their good news and life events. You don't want to be left out! Facebook used this desire when creating and advertising their new app, Paper.
You can do the same. Illustrate how your prospects friends, family, colleagues or contacts are using and benefiting from your product or service, and play on their desire to join.
6. Triggering Emotions
The surest way to impress prospects and inspire them to buy is to appeal to their emotions. In fact, copywriters—the professionals you turn to for content assistance—swear by using emotion to drive customers to action. Their claims are supported by the work of non-profit organizations. Non-profits rely heavily on emotionally charged messages to boost donations. AYTM Blogs provides a more detailed explanation of how building brand emotion works, and they display an example of emotionally charged media.
Remember: you can trigger ANY emotion. While the non-profit example above plays on sympathy, fear and a desire to lend aid, you can trigger any emotion that best fits your brand.
7. Making Them Proud To Be Your Customer
Why do people buy Apple products even though they sometimes cost twice the price of comparable products? Because they're proud to be an Apple customer. You're probably thinking: But Apple has been around for years in comparison to my company. How can I possibly make someone proud to be my customer? The answer is surprisingly simple, and we can turn to another big brand to demonstrate: HTC.
In 2013 and 2014, HTC released two memorable commercials (see the linked screen caps below). The first was the "Here's To Change" commercial. The second was the "Go Ahead, Ask The Internet" commercial. Both inspire a sense of pride in buying a HTC. Why? Because HTC is whatever YOU want.
Think about why your clients can be proud to own your product or use your service. Then, make this known to your prospects.
Don't Forget…
"It is not your customer's job to remember you. It is your obligation and responsibility to make sure they don't have the chance to forget you." –Patricia Fripp
You need to establish a solid digital infrastructure BEFORE you can successfully attract and engage your audience. You need a functional, comprehensive digital presence, one that allows you to engage and collect personal details. You'll also need the ability to promptly follow-up with your visitors. In coming blogs, we will delve further into this topic. If you haven't already, subscribe to my blog to avoid missing out!
