If you haven't read the first part of this blog series, click here.
Following targeted traffic, the next exceptional way to increase your online sales is:
2) ENLARGED ENGAGEMENT
Imagine unexpectedly meeting someone on holiday, making memories you’ll never forget and benefiting massively by having them enter your life, but then never hearing from them, ever again.
It was just a “one-time thing”.
You’d feel forgotten, ignored and unimportant.
Well, this is the way many of your customers may feel about your business when you allow them to benefit from buying from you or consuming your blog content once, but then deny them the opportunity to benefit from you again.
And it’s also one of the single biggest reasons the majority of businesses fail.
The big mistake is in neglecting the importance and potential profit found in a prospect over the long-term and overemphasising the power and profit found in an instant sale.
In other words, prioritising the one-time value of your customers (instant sale) over the lifetime value of your customers (repeated sales).
Online, this is primarily recognizable in two ways:
1. When businesses work so hard engaging prospects until they turn them into a customer, but then neglect them and go after yet another prospect.
2. When businesses work so hard engaging prospects until they turn them into a regular consumer of content (such as a blog), but then neglect them and go after a prospect who will buy instantly.
Are you guilty of this?
Always pushing for the quick first sale, but forgetting that the majority of profit is actually made after the first sale or point of contact.
If so, you know what it feels like to be in a constant fight, having to continually chase new customers over and over just to make a sustainable income.
And more than that, you’re spilling out a lot of money doing it.
Well there’s a better way to do business (and it’s easier than you think)...
Since you’ve brought targeted traffic to your website through blog posts, you may have your prospects immediate eyeballs but it does not mean you have their long-term attention.
And ultimately, a large majority of your prospects will not buy, unless they’re fully engaged and emotionally invested in your business over a long period of time.
See, the biggest secret in increasing your sales, is knowing that people might not buy now, but that doesn’t mean they won’t buy later.
In fact, nearly 50% of millennials state that they regularly browse online for items that they don’t even necessarily plan on buying right away.
Neglecting this 50% results in a massive loss of potential profits.
However, once this mistake is reversed, it’s one of the single biggest ways businesses can win, achieve competitive advantage, increase sales and create loyal customers who pay out on a recurring basis.
So, you’re probably wondering how you can make this happen...
Well to practically appreciate the long-term value of your prospects and presuming that your business has a product that can be sold more than once, multiple products or provides a service that they’ll want to continue using, the greatest way to get repeated sales from your prospects is quite simply by giving them extended opportunities to buy from you (rather than just one).
Quite obviously you can do this by keeping in touch with your prospects on a regular basis (also known as enlarged engagement), which along with giving them more opportunities to buy from you, will also keep your business at the top of their minds, build trust with them and make your business more personal.
In fact, failure to do this is literally leaving money on the table, as statistically most sales are made after the 7th point of contact.
If you’re a pizza lover and domino's customer, you’ll understand the power of this principle.
They will regularly send out texts to prospects about their latest offers such as 2-for-1 or 50% off, it’s not annoying because they’re offering value and you bet it increases their sales too.
Now there’s many ways to keep in touch with prospects, but as we’re talking about increasing online sales, the most exceptional way is by the most personal medium… email.
So here’s the game plan:
1. Have email addresses of prospects
2. Send them regular emails and offers
But there’s a big roadblock, you probably don’t have the email addresses of your prospects, so how do you get them?
Well that’s where ‘Lead Generation Magnets’ come in (And no it’s not something you put on your fridge).
Lead generation magnets are valuable resources that you give away for free in exchange for the email addresses (or any information you want) of your prospects.
Essentially, they must be helpful in nature and like your blog posts, information your ideal prospects can barely resist getting their hands on.
Examples of lead generation magnets include how-to reports, e-books, step-by-step guides, free trials, tip sheets, interviews and videos. The important part is not so much the format of the magnet ( report, video, pdf) but the content and title of the magnet.
So make sure it’s compelling to your ideal prospects and remember that the more attractive your lead magnet, the more quickly you can accelerate your email list like it’s on steroids.
Once this valuable resource is created, you can then start building your list of prospects email addresses by adding what is called an ‘ Opt-In Form’ to your website.
An opt-In form is simply your mechanism for capturing your prospects email address.
You want to place this box in as many places as possible, your homepage, your social media descriptions and at the end of every blog post you publish.
So now you’ve got their email address, you’re onto step 2, which is to send your prospects regular emails and offers.
You’ll want to start this process by sending every prospect a ‘follow up sequence of emails’ that are automatically delivered to their email inbox as soon as they give you their email address.
Doing so, allows you to build trust and credibility with your prospects systematically, without you having to even think about it and will increase the points of contact you share with them.
Here’s a 2 step simple follow-up sequence you can fill-in-the-blanks and copy and paste for your own use:
Email #1: Purpose - Value Delivery (Sent Immediately)
Subject: Your Free [Enter Valuable Resource Name] Is Here!
“Hey, It’s [Your Name] here from [Your Business Name].
Thanks for requesting our highly popular [E-Book], I’m glad to be able to give it you right away!
Here is your personal link to download it for free: [Enter Link]
Talk to you soon,
[Your First Name]”
Email #2: Purpose - Build Trust (Sent 1 Day After)
Subject: You’ll Never Guess What Happened To Me...
“Hi there, how’s things?
It’s me again.
I hope you enjoyed your free [E-book] yesterday.
If you haven’t yet downloaded it, you can do that here: [Enter Link]
Now, I want to share a short story with you so we can get to know each other on a better level.
[Enter Story: Structure your story by writing about how you got into your business or how your product/service has benefited either you or a previous customer]
[Enter First Name]
P.S. If you’re ready to work with me, go to our website at [Enter Website Address].”
You may have noticed how personal these emails come across and think it's un-business like, however this approach has been clinically tested and it’s highly proven that writing to your customers like friends is extremely more effective at getting emails opened and read than trying too hard to come across professional (which is sometimes synonymous for boring and impersonal).
To get this system up and running in your business you will need to download some autoresponder email marketing software such as mailchimp or infusionsoft.
Alternatively, if you’re dedicated enough you could send every email yourself through your current email software if you’re on a tight budget.
From here, you’ve built up some authority in the mind of the prospect and can begin sending regular offers through email.
Here’s how we would suggest structuring your emails to your prospects each month for maximum interest, engagement and sales.
Monthly Email Plan
Week 1: Newsletter
Week 2: Valuable Offer Prospect Can Take Advantage Of
Week 3: Inspiring Testimonial
Week 4: Links to Recent Valuable Blog Content
‘Enlarged Engagement’ Action Steps:
1. Create valuable report prospects will exchange email address for.
2. Add opt in box to website to receive email addresses from.
3. Build follow up emails that automatically build trust with prospects.
4. Send regular offers to prospects via email.
Following this process, you’ve turned targeted traffic into qualified leads who voluntarily put up their hands to enter into direct relationship with you, inviting you to regularly sell them things.
Furthermore, you’ve built the credibility and been granted the right to send them a monthly newsletter and send out valuable offers to them weekly, increasing the frequency they buy from you, improving customer loyalty and boosting your sales, cashflow and profits.
And if you already have this implemented into your business and are looking for more advice, we would recommend increasing the frequency of contact with your email list, making your emails more personal, fun and interesting and ensuring all emails include a powerful offer that compels readers to take action and buy.
Warning: The third following piece of information is the central, cornerstone, fundamental part of increasing your online sales.
It has single handedly been the cause of many online fortunes and may well do the same for you and your business, supported secondly by targeted traffic and enlarged engagement.
A word of advice, please do not implement the previous two methods, before first implementing and perfecting the third.
Otherwise, the other two will fail to increase your online sales.
It is that essential…
To be continued in Part 3.
P.S. Would you like my free ultimate first impression email template to help you turn new website visitors into loyal customers?
Click here to get it, FREE.
Hi, I'm John Watts - Founder of Watts Marketing Agecy & digital marketing consultant to many, including partners of the Fortune 500.
After struggling to generate customers myself, I began studying the marketing methods of the fastest growing companies in the world.
After implementing their strategies and growing companies exponentially, I've made it my mission to share these strategies to business owners & executives all around the world!
Read my full story here.