The biggest problem with online marketing is that we have millions of people exerting massive effort to sell their products and services with only a modest profit to speak of. Where are we going wrong?
If you are trying to sell online isn’t that what you should be doing? Selling your goods and services? Not exactly. Displaying your products and services is good and of course you need that, but there are priorities which must be realized if you really want to convert people into paying client/customers. When it comes to conversions or anything else in your business for that matter, you main focus must be your customers.
Beyond the benefits/features of your product, the calls to action and the guarantees and testimonials…at the heart of every person is a desire to feel understood, secure and to live a better life. If you can provide them with this, your conversions will soar.
Why are people searching for discount travel? Why are they researching the top sites for downloading movies? Why are they looking for web design services? They want to laugh, build relationships with others, enjoy their time and make more money so they can live a BETTER life. It’s simply a part of human nature.
Establishing a Connection
Have you ever walked into a store and felt like you were valuable? Maybe a salesperson greeted you with a genuine smile and a compliment. Perhaps another researched a product and spent an hour with you helping you make an informed decision.
People will even spend more money to receive great service. For me, I love The Container Store. Now, their prices are higher than say Target or other retailers, but I always go back there. Why? Because every time I went, I was always greeted with people who would do back flips to give me exactly what I needed. They would help me research, and walk around the entire store to help me find an item instead of just nudge me towards an aisle. If people feel a connection to a brand or company they will be loyal even if prices are higher.
It can be difficult to establish this similar connection online because of the inability to interact face to face. Regardless, you can still take the time to push these principles into every aspect of your marketing.
As far as website conversions, you must create your content with the underlying concept of building a relationship and establishing a connection. Every page must make your visitors feel as if they can experience you without the ability to talk to you. They should not feel as if you are pushing your products but that you are pushing the reality of what a better experience would look like. They should feel like you will do whatever it takes to get them the benefits they are seeking, whether via a product or a service.
Bottom line: Don’t just give people what they think they want (your product or service); give them what they need which is security and a better life and someone who cares about them. When you can meet your customers’ needs at a deeper level, you will connect with them and gain loyal followers for life.
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