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How To Generate Sales From Your Website


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Why You’re Not Getting Sales

generate sales from your websiteMost small business websites simply lack the content and quality necessary to generate sales from your website. If you haven’t had your website crafted by an online marketing specialist you probably fall into this category. As a small business owner you wear many hats, and unfortunately, you don’t have enough time to become an expert in everything. That’s okay! Today, I’m going to share some secrets with you so you can generate sales through your website.

Target Customers

target customerThe first step in generating online sales is figuring out your target market. Everything about your website needs to cater to this particular person. What are their needs, their problems? Why is your product/service going to help them, make their life easier, save them money, etc. Here is where your differentiators from your competition are really going to come into play. Whatever separates you from the competition whether is be price, economies of scale, additional services, faster delivery, quality, or customer service. This differentiation needs to be a running theme of the website. You want to make it bold so immediately when someone finds your website they know if your product or service is for them or not. Don’t make your customers dig to find information (it’s simply not going to happen). You need to spoon feed the visitors to your website the information they need to see.

The other reason why you need to analyze your target customers is for the look and feel of your website. Who are you writing for? Are they kids, adults, males, females, seniors? You wouldn’t make a comic for seniors, just the same as you wouldn’t make an advanced reader piece of content for kids. Are the colors of your website appealing to this group? When you are making a website it’s not about you and your business, it’s about the visitor. If you like your website, but the visitor doesn’t you will not get sales. It’s very important to always think about what the customer needs to hear and see.

The Buying Process

buying processThe next step to generating sales is to research and analyze the buying process for your particular industry. There are a few steps to a buying process. These include:
1. Problem and Need Recognition
2. Research
3. Evaluation of Alternatives
4. Purchase Decision

For nearly every industry the buying process is identical to the one outlined above. For some products and services it may be a much shorter length of time than others for instance (buying a loaf of bread vs. buying a car), but each customer starts out with a problem, gathers information, evaluates alternatives, and makes a purchase.

Depending on your particular business model you need to figure figure out the customers buying process and how you can create content that captures the customers attention at each stage of the process. Let’s look at each one in depth.

Problem and Need Recognition

problem recognitionExcept for common commodities and products nearly every customer starts their purchase decision with a problem. They may not even know what they are looking for at this step in the sales process. They will probably turn to social media to ask their friends or do a simple search query in Google/Bing asking a question about the problem they have. For instance someone hears a squeak coming from their tires and wants to know what the sound is. They may type into Google something like front drivers side tire is squeaking. This is the very first stage in the buyers process. At this point you can capture the customers attention by solving their problem. If you wrote a blog post or resource page on possible causes for squeaking tires you will be able to reach the customer in the very first stage of the buying process. You can write a post identifying common problems that cause squeaks such as brake pads that need to be replaced, bad rotors, bad ball bearings, etc.

Research

After the customer has identified their problem they will go back to Google or their friends and ask for recommendations on brake pads and rotors to buy. The next step in this process is to provide the customer with your product or service. There are a few tricks to this step which I will get into a bit later, but for now the main goal is to create a piece of content that highlights your product and or service and why it’s the right choice for the customer.

Evaluation of Alternatives

At this point the customer knows what they need and has found at least one product/service that they are interested in buying. In this step you need to differentiate yourself from your competition. Depending on the car the customer is driving they will have different needs for brakes pads and rotors. A person who drives a Corvette will want performance brakes while a person who drives a Kia will most likely be looking for a cost effective solution. Since you can’t be everything to everyone in this step you need to make your content reflect why your brakes pads are right or wrong for this customer.

Purchase Decision

purchase decisionThe final phase in the buying process is the purchase decision. While you may overlook this step it is the most important! This is when the customer is ready to spend. You need to make this as easy as possible for a customer. If you make them jump through to many hoops to buy your product or services they may pay more just to get an easier more convenient solution.

*Tip: When trying to get customers back to your website from the previous stage use Google Adwords or Bing Ads with retargeting ads. Retargeting ads trigger once a person has visited your website. Once they visit your site and are looking for more information on the products and services you are offering you want to Google to trace them and offer up your website when they are in the next stage of the buying process.

Final Stage – Generate Sales From Your Website

After you have the right content in place for your target customers, and then the right information on your website for each stage in the buying process you need to promote this content so people can see it. There are two main ways to promote web content paid and organic. Figure out which method will be the most cost effective for you and then promote your content to your customers.

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