It sounds simple…spend your time and money on customers who are “ready to buy” – those customers currently in the market for exactly what you sell. So why in this digital marketing world do most businesses waste money on getting “more eyeballs” instead of focusing on converting the converted? It’s all about how your business is positioning itself online. How and where you play is up to you!
Five Steps To Start Converting the Converted
Step 1 – Take some time out to identify all your “ready to buy” or highest converting keywords.
Start by reviewing your search query data within Google Analytics. Revisit the Google Keyword Tool and involve your sales or service team to ensure you are connecting with the language your customers are using when they buy.
Example: Target customers searching “computer repairs Ringwood” rather than “virus removal”.
Step 2 – Re-work and sharpen your message for “ready to buy” customers
Analyse the click-through rate of your SEO and Adwords campaigns. Review the value proposition of the other competitors on the first page of Google.
Why should customers buy from you right now? Why is your product/ service better or more relevant?
Example: “Fast Computer Repairs Ringwood. We have technicians in your area, Book Now!
Step 3 – Set up segmented remarketing (second bite of the cherry)
Select pages which are forwarded indicators to someone making a purchase. For online stores this would be account set up, delivery info etc. For service companies it could be – about us, meet the team, reviews/testimonials.
Once you have selected the pages, create a new re-marketing list and then run specific messaging to those customers in the market for what you offer. This can be the difference between being choice number one or two.
An example of segmented remarketing for e-commerce.
Step 4 – Modify your web experience to treat “ready to buy” customers differently
Brainstorm and review all the information a new customer needs to purchase from your business. Is this information easy to access? Are “the ready to buy” customers arriving on the most relevant web pages? Condense all of this information into a new website flow, analyse the results and continuously improve.
Step 5 – Respond quickly to “ready to buy” customers
“Ready to buy” customers are exactly that. They have finished shopping and if they cannot get what they want from you, they’ll unfortunately purchase from another company.
You need to act fast, allocate these leads to your best sales people. Respond quickly and win the business at the final stage.