Selling Proposition Strategies
When a customer finds you, it is because they were focused on your value proposition. They searched for you via the internet or their network most likely. If you are set up correctly, you were found and deemed credible compared to the convenient mouse click to your competition.
After the click, your selling proposition starts. Your opportunity to draw people in is built on how effectively you have designed your selling proposition. While there are many facets to effectively creating a comprehensive selling proposition, here are three which are key to helping your buyer engage you further in the sales process:
1. Become A Content Hub
If your website is set up like a brochure talking about how great you are, you lose. We don’t trust sales. We use the internet to educate ourselves and decide who we are going to engage when we are ready. Your site should have at least 50 articles helping your prospective clients think through the issues and angles of their problem, not yours. Their perception of your value greatly increases based on how much valuable content you can deliver.
In your content, be sure it is educational and not a sales pitch. At some point, your buyer is ready to buy. This happens when they feel comfortable with the problem before approaching someone for the solution. Empowering a buyer to feel knowledgeable about the issues helps to build the bridge for taking a step towards an initial consultation with you.
2. Create A Clear Call To Action
Each article must continually point to a clear call to action which is consistent, concrete and clear. If you clutter your content and layout with multiple click points, then you will confuse your prospect. There should be a clear and easy next step. Something which is not a large commitment but which removes your buyer’s anonymity is ideal. Help them reveal themselves.
Thus, your call to action has the goal of getting an email address to start a dialogue. The value exchange should be designed around increased value in content. Access to a special report, tip sheet, e-course, video or an array of other mediums that is well-designed and worthwhile for a buyer is critical to design and offer.
3. Measure And Iterate
When you set up your selling proposition, you will miss. Intelligence in your marketing automation system relies on a feedback loop. You want to know how much you missed by and what the factors are. Thus, your analytics should be clear in showing you the process drop-offs and help you to create improvements. The before and after effects must be measurable.
Furthermore, your call to action could be presented in a toggled A/B test to see which pathway solicits greater interest. The key is to measure the click points and conversion points in your process. This means limiting the pathways your buyer can take and tightening the funnel.
The work involved in attracting and capturing leads relies on your commitment to the strategies of lead conversion. With so many options for a buyer today, your ability to build trust quickly and help the buyer take a next step with your selling strategy must be well-designed. If your marketing automation system has been designed, analyzed and optimized, then you will find a repeatable process for generating and converting leads. You will have a system, and it will scale to become a lead generation asset in your company.
What do you think? Feel free to comment below.