This poor guy in India. We don't know if his boxes are filled with straw or bricks. But, nonetheless he is working pretty hard. Well, your clients won't work that hard to do business with you. Your ideal audience doesn't want to encounter 'bricks' when they visit your website or social media. Let's explore 4 ways you can make it easy on your prospects.
1. Is your website clear? Mobile friendly? Attractive?
When is the last time you visited your company website? If you can't remember or have no reason to go there, then maybe it's time you did. Better yet, have someone that wouldn't normally visit the page check it out and offer feedback. View on multiple types of devices, too.
See if you can answer these questions:
- Is your purpose/reason you exist crystal clear?
- Do you have a call to action on the home page?
- Is your contact information easy to find (phone number at the very least)? Are your social media follow buttons on there (ideally top right or easily found at the bottom of the page)? NOTE: If you do not keep up with your social media - DO NOT PUT THE LINKS ON YOUR WEBSITE!
- Do you have a testimonial or success story on the home page somewhere?
- Do you have a way to start a 'pipeline' of leads for your business like a giveaway, enter to win, coupon code for your first order when you sign up for emails, etc.?
- Do you have an About section that tells a little more about your company and shows real photos of the employees to build credibility?
The best way to make sure your homepage is clear and simple is to start with a header that spells out exactly what you offer. This area is the first thing your visitors will see. Make sure it explains, in about two seconds, what you offer. Write this copy in the planning phase so you can know it works. - Donald Miller
For more detailed information, read Donald Miller's blog post: How to Strategically Lay Out an Effective Home Page
2. Email conversions
Many companies use email marketing very well, and others may not know how to get started or wonder why they don't work. There really isn't any mystery formula other than below:
- Be consistent. If you say you're going to offer a monthly newsletter filled with valuable tips, discounts and more to your email list, then make sure you do.
- Be clear with your subject line. The subject line and pre-header info (what you see on a mobile device or that 'intro' in an email) is very powerful. Not only could it prevent you from being stuck in SPAM (using spammy words), but also if it is enticing enough to open. For tips on subject lines, click here.
33% of email recipients decide whether or not to open an email based on subject line alone. - Hubspot
- Contain only one call-to-action per email. If you are delivering a monthly newsletter, don't have 3 different offers in it. You run the risk of confusing your email recipient, and when they are confused or overwhelmed, they do nothing. Make sure you hyper-link anything that makes sense to your ultimate landing page/shopping page/download page. We all process things differently. Some people like buttons. Some link hyperlinks, and some like to click on photos. Make sure they all go to the targeted action - and please, test it out, make sure all the links work! You don't always get a second chance...
3. Don't make people think so hard on your social media posts.
I just shake my head when I see a social media post that says something like: "Check out our latest yoga class schedule! We have some great new instructors and now have hot yoga!!!" (you need to include at least 3 exclamation points, too), and then nothing else. No link to the classes. No more information on days, times, nothing. What do they expect you to do? Mind read? If it's on Facebook you could attempt to find an event calendar. Not there? Ok, let's go to the ABOUT section, find the website, and then potentially call you? WAY TOO MUCH work. You've lost them. Moving on. If you get someone's attention, you better reel them in quickly. How?
- Always include a way for someone to claim your offer, link to a URL, phone number, email address, etc. A great graphic is a must. Using a time sensitive offer increases the sense of urgency, and makes people want to get it done now.
- If you use multiple platforms, like Facebook, Instagram, Twitter or LinkedIn, post natively to the platforms. If you connect Instagram to Facebook, and then expect the same pattern of buying, it's not. If you have Facebook posts auto post on Twitter, you've lost me. I hate seeing fb.me....links on Twitter. Half of the time, the links are broken. I look at every single article I retweet or like. If I can't get to the article, I won't do it. These appear lazy and show that they don't value Twitter, and probably don't monitor the page.
- K.I.S.S. - Keep it simple stupid. You have got to dumb everything down to a 4th grade level on Facebook. Not because people on Facebook are uneducated, but because we are all so incredibly busy. We make decisions in something like 9 seconds or less, so if you've got my attention...hmmm...I love those shoes...then you better let me click and go directly there.
4. Optimize your Facebook page for selling.
There are so many ways to help people buy and convert on your Facebook page. Make sure you are taking advantage of what makes the most sense for your business.
- If you have e-commerce on your website, connect your page to create your Facebook store. I personally have clients that use Shopify and it is a seamless shopping experience! If you have another e-commerce platform, click here.
- Verify your Facebook page. There is a process in place for verifying your page giving you more klout and higher visibility on Facebook search listings. Also, if for some reason there are multiple pages out there on your brand (maybe a fan started one or there are multiple locations), you can verify the main one so that users know you are 'legit'. To verify your page, go to Settings (or edit settings) > General > Page Verification > Verify your page. For full directions, click here. Note: I will say, I was unable to verify with my mobile number for my business. So, I sent in a PDF of my Articles of Incorporation to Facebook.
- Make sure your call to action button is updated and working.
- Set up your services page if you are a service based business.
- Tag the products or services from your shop or your services page. PS Facebook will prompt you for this, so no excuses!
There you have it! 4 ways to make sure you're making life a little easier on your prospects. Any other ways you can think of?
PS Want more tips and tricks? Sign up for my monthly newsletter with 3 'Mint' Marketing Tips. It's not salesy, promise. I hate that.