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Is Your Website Working as a Selling Tool?

Is Your Website Working as a Selling Tool?

As a business, your website does many things: it connects with your audience, it presents information, it acts as a virtual announcement board, and more. But all of these duties boil down to selling, and as a selling tool, there are ways that your website could be working for you better.

Capture Leads by Design on Your Website

The first thing that you need to ask yourself is: “Is my website designed to sell and capture leads?” If you can honestly look at your site and say no, you need to make some changes. Capturing leads is all about knowing your target buyer. You’ll need to have your buyer persona very clear in order to know what type of content will draw them in.

Selling is all about providing someone something they need, or getting rid of a problem they don’t need. So, once your buyer persona is set, ask yourself what they need from you, or what solution they need from you, and use that information to create your content. Once you have the leads coming to you, you can start to sell.

Call to Action

One of the most crucial parts of selling on a website is making sure that your customer knows what they need to do to get the solution. If you don’t tell them what action to take, how will they know?

Calls to action may be a direct sales pitch with a big “Buy Here Now” button, but there are many other actions you could want your customers to take. These include signing up for email lists, sharing a post on social media, contacting you, taking a survey, requesting a free consultation, applying for a spot in a webinar, asking your experts a question, and many other things. Know what action you want and use it to engage your customers.

The Information for Free Stuff Exchange

One thing that all business websites should excel at is gathering information. If the most important thing is knowing your buyer persona, you need to know who is visiting your website and what they are doing there. Having forms to fill out along the way helps to capture this information.

But buyers aren’t going to offer up their information for nothing. Offering freebies, such as a free eBook, a free month of your service, a free sample size of your product, and more, can get more customers engaging and helping you with your market research.

The free item that you are offering is often called an attractor, and this is a very important part of your landing page. Your attractor could be anything from a free webinar to a discount on a product – whatever it is, it works to keep people on your page because it gives them something they want or need in exchange for nothing, or very inconsequential information. When you choose what your attractor should be, remember that you want to attract buyers, not just people. What’s going to leave them wanting more?

Remember the Marketing Cycle

Don’t forget that buyers need more than just a sales pitch to be convinced to purchase something. First they need to have their attention diverted. Then you need to earn their interest. Then they need to desire the product or service, and finally you need to convince them to take action. Your website should cater to all four of these stages of the cycle. Great headlines attract attention. Amazing content builds interest. Highlighting the benefits of your product or service creates desire. And an amazing call to action is what leads to action.

Use these steps to turn your website into a selling tool, both to grow your business and to offer your customers the solutions they need.

One Sure Way Businesses Fail Online: Why Frequency Matters

One Sure Way Businesses Fail Online: Why Frequency Matters

It’s a rarely discussed factor in online marketing, but the frequency of your message is one of the most important things you could be overlooking. Your target audience doesn’t get convinced to buy, sign up, or engage the first time they see an advertisement. In fact, it’s unlikely that conversion will happen at the second advertisement, or even the third. In 1885, Thomas Smith postulated that it takes a full 20 times before an advertisement earns sales – and that was well before the current culture of content overload.

The frequency of your message matters across a variety of platforms. Your audience has to know you are there in order to interact with you, and there’s no way you’ll climb above the competition without that.

Frequency of Social Posts

From social media to your blog, frequency is the number one reason that these platforms fail. A business with a dusty blog or a Twitter account that never updates may as well not even have these accounts. In fact, a study by HubSpot showed that blogs with more than 16 posts per month get more than three and a half times the amount of traffic, compared to blogs that publish fewer than four posts a month.

Why is this so important? Blogs and social media are platforms where your audience has to work to seek you out. If they put in the effort to find you, chances are they want something – entertainment, information, insider sneak peeks, etc. By offering them plenty of content that is always updated, you show them that their effort is worth it, and they are more likely to stick around.

Frequency of Emails and Newsletters

While social posts may be about proving your content is worthwhile, content that you send directly to your audience must be repeated frequently in order to imbue your message with a sense of authority due to familiarity. That’s a hefty idea, so let’s break it down: You want your message to be convincing. In order to do that, your audience needs to believe that the message is coming from a source that knows what it’s talking about. And in order to do that, you need to become familiar, because people trust what they know.

The idea, once broken down, isn’t so difficult, but the execution can get tricky. In today’s marketing world, it’s believed that anywhere from three to 20 repetitions of one message are necessary to create conversions. Your target audience will have its own unique patterns that you’ll have to learn before you understand how frequent your message must be.

Frequency Outside the Internet

Finally, there is the idea of frequency outside of the Internet. Direct mailers, TV advertisements, radio jingles, billboards, and other types of advertising still have a place. Can you sing the Frosted Flakes jingle, complete with a Tony the Tiger voice saying “They’re great!” at the end? Of course you can, because you’ve heard the jingle thousands of times from the TV and radio.

This type of familiarity is what makes customers more likely to choose your product by default. When someone heads to the store to buy cereal, they are more likely to absentmindedly choose Frosted Flakes because it’s familiar – and the human brain craves what it knows.

Frequency Matters

What it all boils down to is that you must put yourself out there multiple times to get the sale. Human psychology favors what it knows, so becoming a familiar name and face in an industry will earn you the sales and conversion rates that you are looking for.

Do You Really Know Your Audience?

Do You Really Know Your Audience?

As a business owner, your constant struggle is turning your message into sales. There are many ways that marketing works to achieve this goal, but one of the essential keys is making sure that your message falls on the right ears. To do that, marketers employ a tool called the “buyer persona”, and if you don’t have your buyer persona nailed down before you develop the rest of your tactics, you are doing yourself a huge disservice.

What is a Buyer Persona?

Think of a buyer persona as a character you are creating for a TV show. This character has specific goals, motivations, demographics, and behaviors that make them a unique person. This character also absolutely has to buy your product or service – in fact, every time they come into contact with your message, they will buy without fail. It’s all the little details about this person that make them your ideal customer, and this is what you need to know in order to sell to them properly.

A buyer persona may include information about this person’s job, age, gender, and so on, but remember: a buyer persona is not just a list of facts about a market. “20-something IT specialists” is not a buyer persona. Instead, a buyer persona is a description of common behavior points, goals, wishes, dreams, and struggles that a specific individual has that make them need your product or service.

Example of a Detailed Buyer Persona

You may have more than one buyer persona for your business, especially if you offer more than one product or service. That’s good! The more specific individuals you can sell to, the better your profits will be. A good buyer persona may look like this:

“Jane Doe is the head of human resources who has been at her company for over a decade after starting as an associate. She is between 30 and 45 years old. Her income is $140,000. She is a calm, collected individual who relies on a secretary to keep her scheduled and prefers to receive offers in writing via mail.

Jane’s goal is to keep turnover low and to support the financial team at work. She struggles with getting all her tasks done with such a small staff, and she would benefit from having all her employee data in once place that was integrated with the financial team’s data. However, she worries about getting the entire company started with new software.”

This information tells you exactly who Jane Doe is, what she needs, and more importantly, how to sell her what she needs. You know that Jane doesn’t like flashy video ads or anything that will waste her time – she’d be more swayed by a careful but efficient presentation of the facts via mail.

How to Create a Buyer Persona

In order to create a buyer persona, you need to ask questions that relate to your end goal. The persona above was focused on what Jane needed in her role at work. But what if you want to sell her a product that is meant to help her at home? Then you’d probably like to know that Jane is married with two school-aged children, that she lives in a suburban neighborhood, and what she struggles with at home.

Questions that you can ask this fictional person include questions about their role at work, questions about their company, about their goals, about their challenges, about their personal demographics, where they go to learn new information, what social networks they use, and how they prefer to interact with businesses. Consider how each area should be answered by someone who absolutely must buy your product or service, and then tailor your advertising efforts to that person.

Need help figuring out your audience and how to reach them? Words You Want can help!

4 Real Estate Inbound Marketing Tips

4 Real Estate Inbound Marketing Tips

Of all industries, real estate is an ideal business to take advantage of inbound marketing. From a content marketing perspective alone, you have a plethora of content creation ideas at your finger tips. Here are four real estate inbound marketing tips that all real estate professionals should be using – no matter what aspect of the industry you work in.

  1. Clear and Concise Web Content – Your website’s content is the first impression that your potential home buyers or sellers have of your business. If your content is sparse, sporadic or just poorly written, it is a major turn off to your website’s visitors. If you don’t pay attention to your website’s content, what will happen when they are making transactions with you. Will your contracts be accurate? Will you thoroughly explain the process to them? Your website’s content should be the top priority before you start any other marketing efforts.
  2. Calls To Action (CTA) – There should be no shortage of CTAs on your website. Real estate is a lead generator’s dream. There are always going to be people looking to move and sell their house. Your website should make it easy for them to hand over their contact information. You can get this information in a variety of methods from forms on your website to free giveaways that request their contact details in return.
  3. Giveaways  – Speaking of free giveaways. There are tons of topics that can be used to create free giveaways on your real estate website. The most basic being individual guides for both sellers and buyers in your area. Let’s say you sell ranches in East Texas. What is the must know information that your buyer’s need when shopping? This content makes a perfect giveaway in exchange for their name, email and phone number. The same goes with sellers or real estate investors. The options are endless and they only need to be 5-10 pages long, so they are affordable to have written as well!
  4. Blogs – Again, the real estate industry has tons of topics for blogs. Your blog can be a guide to the neighborhoods in your area. They can feature properties you’re selling. They can talk about local attractions, restaurants, shopping and anything else that attracts people to your area. With blogs being posted on a regular basis, you’ll attract regular traffic and you’ll become the go to authority for real estate in your area.

These four tips are just a few of the components of inbound marketing that works for real estate agents and brokers. They can be applied simply and easily as well. If you’re busy selling real estate and don’t have time to create this content, Words You Want is here to help. We have been working with real estate agents for over a decade and in some of the top markets in the country.

Contact Words You Want today for a free website review! 

Choosing the Best Inbound Marketing Content for Your Business

Inbound marketing has moved from a fringe concept in the wider world of advertising to one of the most crucial tools for business growth and success in the modern world. Simply put, you cannot afford NOT to be involved with inbound marketing. However, because this method relies so heavily on having content that resonates with your audience, it’s very important that you choose the right type for your needs. That requires knowing a little more about your options.

Ebooks

Yes, ebooks have exploded in popularity lately, but they’ve actually been around for a long time. They’re also not just tools for generating income – they can be invaluable inbound marketing aids. One very popular way to use these tools is as free giveaways to potential leads in exchange for signing up for an email list. Ebooks can range from 10 pages or so, to as long as you need to cover the topic and provide value to your readers.

Reports

Reports are a lot like ebooks in many ways, although they can be as short as only a few pages and are generally hyper-focused on a specific topic. Reports can be invaluable tools in your inbound marketing, depending on your audience (they are generally most popular with entrepreneurs, business owners and decisions makers, rather than general consumers). You can give reports away in exchange for signing up for your email list, as bonuses for becoming a customer, and in other ways.

Blog Posts

Blogs are the original form of social media and while they have lost some traction in the past few years, they’re still a crucial element of your inbound marketing plan. Blog posts allow you to give your company a personal face, and to connect with your audience on a different level. These posts can be about almost anything, as well, ranging from product development to staff interviews to thoughts on the state of your industry and more. Finally, blog posts are great because they can be easily shared from your website to your social media accounts, and your readers can share them on your behalf.

Articles

Articles are a lot like blog posts (and can be used for that purpose), but they can also appear elsewhere. Now that Facebook has rolled out their newly revamped Notes feature, articles can be used to provide long form content to your fans on FB. They can also be used as guest posts on other websites, in industry journals, and in an incredible range of other locations online. The beauty of articles is that they can be as laid back as a blog post, or they can be more formal and journalistic, depending on your needs, goals, audience and publishing medium.

Social Media Posts

Let’s face it – if your business isn’t part of the conversation, you’re being left behind. While social media posts do not drive conversions, they are absolutely essential to building your brand and connecting with your audience. Posts can range from updates about specific events to infographics and everything in between. The key is to keep your audience engaged and to become involved in the conversation so your brand stays at the forefront of their minds.

When it comes to inbound marketing content, no matter what type or types you choose, quality is of paramount importance. At Words You Want, we pride ourselves on delivering original, high-quality content tailor made for your business and your audience. Get in touch today to learn more.

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