We must never forget that the primary purpose of your Online Marketing Platform is to create a unique space where you can communicate directly with your prospective customers, sharing with them information and products that they find interesting. Your job is to hold on to them and bring them back to your site as many times as you can, even after they have bought from you. In fact, the first purchase may only be the beginning of a very long, profitable relationship. But the fact is, most people will not buy from you the first time they land on your site. Or the second time, or the third. They are investigating you. When you see a conversion rate of 3%, that means 97% of the people who visited your site didn’t buy anything. Don’t worry about them. They just aren’t ready yet.
But to get them to BE ready to buy from you, it is imperative that you have a way to stay in contact with them. The easiest, most effective way to do this is to ask them for their email address. That way, when you have something new or exciting to tell them, you can just drop them a line and let them know. You are being a good information source, and they are learning to trust you.
Unfortunately, that’s where most small businesses STOP their most profitable form of marketing, and get little to no results from it.
Keep that point in mind, because we are going to expand upon it after we discuss the next of the Five Drivers of Business Marketing Online.