If you're a freelancer or a business owner, then you're no doubt keen to use the internet for lead generation and conversion. This activity can be challenging. Due to the amount of competition online, it can be hard to stand out, get your message out there, and attract prospective customers. Without further ado, here are a few tips and strategies to help you cultivate those coveted online customers.
Know Your Target Customer
Who are you seeking? Who are you trying to attract to your business? If you fail to narrow down the features of your target customer, then you'll have a hard time marketing your business online, because it's challenging and costly to try to sell to everyone. The more specific you can get about who your client base is and how you can help them, the easier it will be to find those people and to share your value proposition. Additionally, the clearer and more focused your business' offerings are, the more you'll be regarded as an expert in your niche.
What You Give for Free Determines What You Will be Able to Sell
These days, most online businesses understand the value of giving to customer attraction. The technique of giving away freebies in exchange for customer contact information is called "inbound marketing," and it boils down to the concept of using bait to get customers to come to you, as opposed to chasing the customer via old-school methods such as cold calling.
You may be wondering how you can go about creating a freebie for your potential customers. Whatever you decide to give away, keep in mind that you must be intentional about what kind of quality you're providing and to whom. If you're a photographer, for example, and your goal is to book photoshoots, offering a package of photo-shopped presets on your YouTube channel will not attract target customers, because, while presets are related to photography, they don't target families who are interested in getting their pictures taken. Presets are likely to attract fellow photographers, instead. Therefore, ensure that your giveaways correspond to the needs of your target customer. Also, keep in mind that a free product doesn't necessarily equate to a "desired" or "wanted" product. In fact, the very act of offering a product for free will likely function to devalue that product, so you'll have to focus on making your freebie extra-groundbreaking and desirable.
Offer Different Products at Different Price Points
Offering your products at graduated price points is a critical step in the development of your brand. Often referred to as a
"value ladder," many marketers overlook the application of this step because many are under the impression that it is for bigger or more advanced businesses. A small business, nonetheless, can quickly implement this approach, and it can have a significant impact on the average amount of money you make from each customer you can attract.
To begin with, the bottom of your value ladder should represent the products you'll offer for free, such as an e-book or an online course. The next step of your value ladder reflects products offered at very low prices, a concept known in the marketing world as a "trip wire." The purpose of the trip wire is to determine which of your leads will turn into paying customers. Keep in mind that it's normally much easier to re-market to existing customers than it is to market to brand new customers. People who have bought from you before are the likeliest to buy from you again. And so, the offer and reception of the trip wire should function to transform one of your prospects into an actual paying customer, an action that can facilitate a higher amount of sales in the future.
To review, so far in your value ladder, you have a free product to entice customers and a trip wire product that serves to re-market to existing customers. Next, you'll want to present your mainstream offer, which is your business' core offering, often promoted publicly. It's the product that most of your prospects are likely interested in buying. If you are a service provider or a freelancer, your mainstream product will reflect the key service you provide, whether it's writing ad copy, designing websites, or managing a Facebook account. If you sell a physical good, then your mainstream offering will be your principal product. You want this product to be at a price point that is affordable; but, on the other hand, a low-designated price point will result in the devaluation of your product. Finally, you need a premium product to rest at the top of your value ladder. Why? Many businesses have a collection of happy customers who are willing to purchase any item a company offers for sale, regardless of price. Having a premium product can generate more profit because it represents something of value that you can sell to your happiest customers.
All in all, attracting online clients to your business is not about investing money. Tweaking your strategy, developing the right presentation, and structuring your products' price points are the most important changes you can make to get those leads and conversions you want.