June 4, 2020
By now we know the importance of strong B2B and B2C relationships. The better an audience is familiar with a company, the more likely they are to make a purchase or work with that company in the future.
But what can you do about the individuals that do not know you or your business? You know that you have a lot to offer, but how can you articulate this to your cold website visitors?
To begin, make it obvious that you care about your clients or customers. Without customers or clients, your business simply would not survive. It is incredibly important to consider these individuals with every business decision you make.
The first step to putting the client/customer first is to rewire the way you think about your website goals. Instead of focusing on your goals, put yourself in your ideal client/customer’s shoes and consider their goals. Then, cater to those goals on your website.
How can you add value to their experience? What helpful information can you provide to them? Can you provide it in several ways (i.e. an article, video, or even podcast?) Do you make the ability to ask questions obvious? Are you readily available to answer those questions?
With the education you provide to these cold visitors, the more likely they are to warm up to you and your business! Furthermore, studies show that warm visitors are more likely to convert than cold website visitors are. It seems like a no-brainer!
The process of getting cold visitors to convert is so much more than making a quick sale, it’s all about building mutually beneficial relationships with your visitors.
Make your website content about the user, not your business. How can your product or service help them?
Create content that educates cold audiences about a problem they have that your product or service solves.
Then, lead them down a “funnel” of value-driven content that guides them to the ultimate action you want them to take.
Through your value-based content, consider testing out simple lead magnets.
A lead magnet is an incentive that provides potential buyers with an offer for free in exchange for their email address or other contact information.
Lead magnets offer additional resources to your visitors in exchange for their basic contact information (i.e. name, phone number, email) so you can follow up or remarket to them via the information they have provided to you.
Visitors are more likely to give their information when they feel they are getting an equally beneficial reward.
You could provide additional resources in various forms such as ebooks or newsletters. Again, keep your clients or customers in mind. What information can you offer to provide value to your visitors? It may take some time to come up with the perfect lead magnet content.
Lead magnets are great because if a visitor is willing to give you their information in exchange for the information you are offering, chances are that they have some degree of interest toward what your products and services.
If a website visitor has taken it upon themselves to offer their personal information in exchange for your resources, the relationship is developing between them and your business.
You want to keep up this momentum by continuously cultivating your relationship with your email subscribers. If you’ve made it a commitment to creating valuable content for your business, this is the perfect opportunity to utilize it!
Send new blog posts and offers to your email subscribers. As you continue to offer valuable resources to these subscribers, the more they will be redirected to your website and tempted to take action.
They may not convert right away, oftentimes it takes a while, but as you build warmer relationships with your visitors, the more likely they are to become loyal clients and customers. These B2C and B2B relationships are like any other, you want your clients and customers to know, like, and trust your business.
What types of resources can you utilize to provide value to your cold website visitors? How can you use this to develop more meaningful business relationships?
If you would like a more in-depth look at your website conversions, please feel free to reach out to us at The Mug! We would love to work with you.
By: The Mug Creative
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