Times are changing, and marketers are facing new challenges. With the pressure to deliver results and prove the effectiveness of their efforts — often with fewer resources — it’s becoming harder to engage consumers and drive conversions.
Today’s consumers are savvy. They’re aware of most modern marketing tactics. They use ad blockers, provide junk email addresses on forms, and don’t fall for clickbait headlines. What worked just a few years ago is no longer yielding the same results. Something needs to change.
Marketers need to pause, take a breath, and re-evaluate their strategies. Stuffy, old, generic messages won’t capture anyone’s attention. The marketers who will succeed in the future are those who focus on building genuine relationships with prospects — those who understand that most people aren’t going to buy your product or service right away, but that you still must invest in the relationship.
Successful marketers recognize that their job doesn’t stop at conversion or the MQL stage. Customers have lifetime value, and marketing is a continuous endeavor that extends beyond handing off a lead.
So how can you break out of the rut of deploying the same old tactics and activities? Here are some tips for increasing conversions along the buyer’s journey.
1. Be transparent
People know that when they give you their email address, it’s for future marketing emails aimed at nurturing them and encouraging them to buy from you. If you don’t plan on spamming them, say that upfront. Give them options so they can control how they communicate with you.
A great example of open communication and transparency is this email from AutoTrader. In addition to linking to its preference center, it also let’s the user know that they explicitly need to opt-in to receive communications.
Another way to be transparent is to tell a story. Stories help people connect to your brand and your brand message. Here is a great example of storytelling from Lita Lewis Fitness. She describes the user as being a part of her journey from single woman to mom of five. It ropes the reader in and makes them feel immediately connected to her and thus what she is selling.
People respect honesty and transparency. This approach will help you stand out and will go a long way in building relationships with potential customers.
2. Ask questions
Marketers struggle to get engagement because they talk at people instead of with people. One of the quickest ways to get engagement is to ask a question. Questions prompt responses, and as a bonus, you get to learn more about your prospects. Their answers can inform your marketing efforts, allowing you to offer more relevant and personalized content.
Here’s an example from Bulk. Bulk asked users to choose their favorite flavor of protein power. People are happy to give their opinion or feedback. Questions are a great way to not only get engagement but make people feel like they have a say, and they are involved in the brand. As a result, they develop an attachment to the product or service.
3. Offer value
Too often, businesses try to take from potential customers without offering something of equal or greater value in return, all in an attempt to generate as many leads as possible. Evidence shows that you’ll have more success by offering value without expecting anything in return.
Being able to communicate the value of your product or service is crucial for getting customers to connect. And if you can communicate emotional or life-improving value, you will increase your chances of making a sale. Here’s a great example of a value offer from Athletic Greens. Athletic Greens offers a Q&A with their nutritionist. The user can get quality information from an expert and understand how the product can improve their overall health.
This is a great example of promoting the product through highlighting value without pushing a sale.
4. Be different
Marketers can sometimes become hyper-focused on digital tactics. While digital tactics are easier to track and show impact on revenue, the saturation of digital channels means that non-digital tactics can now stand out with prospects and customers. Direct mail, handwritten notes, or personalized gifts can go a long way in making a lasting impression with potential customers and help foster positive emotions.
By focusing on these strategies, marketers can break free from outdated tactics and create more meaningful connections with their audiences, ultimately driving better results and increasing conversions along the buyer’s journey.
Dig deeper: Why marketers should care about customer journey orchestration
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