You’re in business to make money pure and simple. In order to do that, you need to engage your potential customers (leads) and turn them into paying customers. The easiest way to do that is by removing all of the friction you can from their buyer’s journey.
You and I both know that everyone has their own buying habits. Some people will be ready to buy quickly, some will need more time to get to know you, and some will never buy from you. I’ve heard marketers refer to this observation as “buyology” 🙂
The more you know and understand your ideal avatar, the better you can demonstrate your ability to solve their most pressing problem. When you combine that knowledge with the right tools and tactics you can increase your conversion rates.
As the world goes more virtual, omnichannel marketing is becoming more popular. What that means, in a nutshell, is giving your potential customers an opportunity to buy from you no matter where they are engaging with you, i.e. website, social media, email, or face-to-face.
When you remove steps and simplify the process to make a purchase, it is easier for them to say “YES” to you. Knowing where your ideal customers hang out on social media is key to reaching them efficiently. However, there are other channels you can use to reach your customers.
Here is a list of the six most effective channels you can use to build your business:
Text (SMS) Messaging – Text messaging is widely used to send invitations and reminders to events, promotional messages, shipping and delivery updates, etc. This method is gaining popularity with coaches and consultants because of its ease of use. Check out Textedly or Twilio to see how you can incorporate this strategy into your business.
Email – Email continues to be the most powerful tool for staying in contact with your customer base. This tool is most effective when you segment your list and nurture each group based on where they are in their buyer’s journey. You can share updates about your business or inform potential clients about new products and promos, etc. Year over year, email has proven its usability and efficacy in maintaining communications in the B2B and B2C omnichannel experience. Popular email platforms include Klaviyo, ActiveCampaign, and SendInBlue. If you prefer to use an all-in-one tool Kajabi and Karta are worthwhile options.
Push Notifications – Web and mobile push notifications are poised as a crucial tipping point for a business to gain traction. You can use them to increase engagement, take behavior-triggered actions, improve sales, and reduce churn – all at the same time. There are 14 ways to utilize Push notifications to keep in touch with your customers.
Coupons/Discounts/Promotional offers – let your audience know when you have something special just for them. Whether it is seasonal or based on a milestone, it’s a great reason to keep in touch.
Reminders/Status updates – are great to make sure potential buyers don’t miss cart closing or registration dates for upcoming events
Surveys – people interact with their phones quicker than on any other medium. This is an easy way to grab survey info to help plan your future content, workshops, or programs.
Feedback – you can get instant feedback from a live event and plan for making updates for future events.
Contests/Giveaways – invite people to share your events with friends, notify winners who participated in real-time, and follow up with a special offer to thank them for playing.
In-App Messaging – In-app messaging displays within the app and is used for sharing information on app features, they help users sign up or make a purchase, announce deals, offer coupons, share updates, etc. Users cannot disable these notifications. They are a vital component of an overall mobile customer engagement strategy, which includes other messaging types such as push notifications, mobile wallets, email, and SMS.
Social Media – Social media platforms such as Facebook, LinkedIn, Instagram, YouTube, Pinterest, and Twitter help businesses connect with their target audiences. They are popular for running ads, conducting contests, hosting challenges, and so much more.
Live Chat – Live chat completes the feedback loop and offers instant customer support – both of which can help improve services. Modern-day chat sessions can be handled by AI chatbots, which are highly effective in resolving queries, upselling and cross-selling products, and more. You can set up live chat on your website or deploy it over existing instant messaging platforms such as Messenger or WhatsApp.
In my business, one of the things I frequently hear from coaches is, “I had no idea how much time I would have to spend marketing and mining for clients.” It’s true, it takes time to find an audience organically. It is not uncommon for coaches to spend 70-80% of their time mining for potential customers. That takes you away from doing the thing you love most…coaching! While these tools can streamline the buyer’s journey, be careful not to over automate. There is a balance between tech and personal touch. We are in the people business, so don’t forget that a personal touch goes a long way. Take time to do live training, connect calls, and personal DMs to keep a pulse on what your community needs.