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Do you know what happens before a new customer decides to buy from you? Selling – whether it’s products, services, or experiences – isn’t as simple as putting something out there and hoping people will buy it.
Each business may have a different buyer journey, but each potential customer goes through the same three steps before spending their money with you: Know, Like, and Trust.
Here’s how you can help them achieve each phase:
Know: This isn’t about getting your name and logo out everywhere. Rather, it’s about sharing with consumers your brand story. How did you get started? Why do you do what you do? What can consumers expect from you once they’ve made a purchase? The key is to be personal; not too corporate.
You can achieve all this through thoughtful website copy (with extra attention to the About page – more on that next week!), social media, and blogs.
Like: It’s rare that what you offer is unique, so how do you get people to buy from you and not your competitors? Consumers today base a lot of weight (often even more than on cost) on a brand’s values. They want to know what the company stands for, what causes it supports, and what the overall personality of the brand is. If the company’s morals seem to line up with their own, they start to go from knowing to liking.
You can show consumers who you are and what you stand for with a great social media strategy that demonstrates the brand’s values, personality, and it’s products. Tip: Facebook has the highest reach, but consumers are actually engaging with brands much more on Instagram. And remember: even if you’re a B2B company, you’re still selling to a human. Write content that delivers value, not just product highlights, and use more casual language.
Trust: Consumers need to know they can trust you: Will you deliver what you say you will? If it’s a product, will it arrive on time? What if there’s a problem with my order? How flexible is your company to meeting the needs of consumers? When people trust that your business will do everything it can to ensure their satisfaction and a good experience, they’re more likely to take that step and make a first purchase.
Social proof is one of the biggest factors in achieving this. Be sure to ask each and every customer for a testimonial – and if they say no or are unhappy with the service, be sure to ask why, and then do something to fix it. Often, fixing a mistake quickly and without being asked can save a client from going elsewhere next time. Share case studies, be transparent about who you are and how you operate, and have a clear refund or return policy. If you don’t offer refunds, don’t hide that in the fine print. Finally, be easy to contact and quick to respond to questions: via a website contact form, social media, email, or even the phone.
Questions? Send us a message!