Create Irresistible offers
Of the normal products and services you offer your customers, consider whether you could make a part of it available for a substantially reduced price, or even free. Use a direct response style of writing to promote your offer ideas. This can be written to specifically target a certain type of customer and should provide enough information and evidence to make the offer absolutely irresistible. Write down your tuned list and test these offers to find which ones appeal to your prospects.
Create a compelling call to action
By identifying your customer type, you will gain an understanding of their reservations, hesitations and reluctance to make purchases. Having attracted your customers, you need to encourage them to take action. Provide plenty of impartial advice, together with clear exit paths, so that your prospect knows they can walk away at any time. Examples of simple and risk-free next steps are subscribing to newsletters or email subscription services, or downloadable reports and fact-sheets.
Substantiate your promise
The offer must be backed by additional information that substantiates the promise and provides a high level of credibility. Once a prospect subscribes to the newsletter or enters their email in order to download a free report, they can be added to auto-responder follow-up emails to provide further information. The purpose of this is to satisfy the questions, “Why should I buy from you?” and “Will this really work for me?” You can now develop a strong portfolio of offers that make your investment in customer acquisition pay for itself many times over. This is the sign of an extremely successful and powerful front-end marketing strategy.
Improving your Conversion rate
Measuring the success of your lead generation activities will help you improve and better define your ideal customer type. With the right planning, your passion, motive and uniqueness will allow you to demonstrate credibility. This will start attracting the visitors who have the problems you can help solve. With direct response-style marketing that highlights all the benefits that you can think of, you’ll be able to provide compelling reasons for visitors to stay and encourage them to provide their contact details. Only by freely giving and sharing your help and advice, will you be able to gain the trust of the visitor and continue to build the relationship that will eventually turn them into great customers. By using these powerful marketing strategies on your website, you will attract the strong leads that can be followed up with valuable information to win their trust.
Customer Nurturing
By nurturing your customers, you will begin to form strong relationships with them. This will allow you to offer increasing value as the relationship grows. Your customer nurturing strategies can be thought of as a funnel of trust layers, each layer adding value to your customers as they begin to trust you more. Starting from a customer who has just bought from you for the first time and working down to your perfect customer, who has implicit trust and buys high value products and services from you, you can determine between 4 and 7 distinct layers of trust.
Build trust layers and create products and services around them
For each trust layer, build and shape specific products and services tailored to the customer type and the level of value they will appreciate. At each stage, give, share and serve everything you are able, in order to inform and improve the relationship with your customers. Their trust will increase and they will gradually become more interested in the products and services in the next trust layer. They are now more willing to buy higher value services from you.