It’s time to take a longer view. You need to think about measuring over 3,6 or even 12 months. You also need to starting using the tools in your arsenal to boost the return on your investment.
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Buying decisions now take longer
Sometimes it may 8-10 visits before a site visitor decides to buy a product. If you sell a premium product it may be longer because the purchasing process involves greater emotion (i.e a luxury car). It is not a quick-snap decision like buying stationary.
It’s time to CONNECT with your customers
You need to treat every visit as an opportunity to CONNECT. When someone lands on your website you want to do everything in your power to get them to CONNECT. This could be:
1. Registering for email newsletters
2. Connecting on Facebook
3. Following you on Twitter
4. Following you on Instagram
5. Following you on Pinterest
6. Joining your Google+ circles
7. Receiving updates by post
8. Requesting a call back to discuss your product or service
By giving people these opportunities to connect you are maximising the legs of your marketing campaigns. If you just let these people arrive, browse and leave then you may have lost them and they may never return.
Your site needs to use these tools and show all the ways to connect boldly and clearly. You also need to make it easy for people so it doesn’t take much effort. A single click or easy sign-up field is all you need. You can gather more data further down the line.
By getting a new visitor to commit to further communication you have overcome a major barrier – TRUST. You have also given yourself an opportunity to gain a greater return on your marketing spend.[/pt_text][pt_marginblock margin=”40″ margin_md=”40″ margin_sm=”40″ margin_xs=”40″][pt_text]
Brief Summary – CONNECT, CONNECT, CONNECT
Review every page on your site and think how you can make this a page where people can CONNECT? What can we do to make it enticing? Free downloadable brochures? Free white papers? Free videos? Instagram inspiration? A quick quote? Make it worthwhile!
Caution – Don’t ram email newsletter sign-ups down people’s throats. It can be very irritating to land on a site you have never seen before only to be confronted by a box asking for your email address. Why would someone sign-up when they haven’t learned who you are yet or whether they like you? By all means use email sign-up box but add some value to it. Make them want to sign up.
By using all these tools to CONNECT you will build a closer relationship with your visitors and customers. You will create greater engagement and build more long-term loyalty. Ultimately this will enable you to get more sales.
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Right, it’s time to start CONNECTING!
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