Build a simple and effective online presence
What happens if someone wants to find out if they should buy something from you? They will check out your online presence and decide (most likely in less than 30 seconds) if your company is worth it to consider as an option.
Should I digitalize my marketing?
There are always reasons for not making changes and staying on the known and proven way to do business. When speaking about getting a presentable and conversion-effective online presence, there are very few arguments, which can keep you from doing it.
Your Online Presence should not be your business card
If you have a product or service which you are currently selling or are ready to sell and you only try to convert people offline or when they contact you and treat your online presence as a business card, I would like to invite you to change that. If you already convert enough of your online visitors into buying customers, this might not be for you.
Focus on effectivity and simplification
When working on online presences I focus mainly on
getting more customers and revenue through your online presence
making your online presence easily manageable through simplifying processes and cutting out on the unimportant stuff
ensuring you will have peace of mind when thinking about your online presence because it is taken care of
What is an online presence?
When I speak about online presence, I refer to anything you can find when someone checks for you online. This can be a website, a Facebook or Instagram account, or your Google Maps entry.
It does not have to be - and most of the time should not be - too fancy. Remember? Simplifying!
What is your maximum online conversion objective
The structure of your online presence should represent your maximum online conversion objective.
Maximum Online-Conversion-Objective
“The maximum online conversion objective is the conversion, you will want to achieve with your online presence before being in contact with your customers personally.”
This can be collecting a potential client's e-mail or phone number, making an appointment, getting a phone call, or an immediate sale on your website.
Your sales funnel
Sometimes it can be hard to figure out what your maximum online conversion objective is without visualizing your sales funnel first.
A sales funnel is maybe not exactly what you would think, because in a funnel you have the same amount of input and output. Meaning if you put in 100 potential customers you will get out 100 customers.
A sales funnel really is a sales filter
Your sales funnel is more like a filter. You put a lot of people into your funnel at the top and going down from there, fewer and fewer people will get to the next stage (eg. 1000 Website visitors —> 10 people fill out your contact form —> 2 Phone calls —> 1 Sale).
How do potential customers find you?
At the beginning of your funnel there is always the acquisition of impressions. How does your marketing get in front of people that are potentially interested in your products or services. This can be done through google/social advertising, sharing your website or socials with others or organic growth on SEO or social networks.
Why do potential customers buy from you?
Buying from someone is about trust. Trust in the product that you buy and trust in yourself as a customer, that you will be able to use the product in a way that gives you as a customer value. When someone googles you, the more information - that is in line with your branding - they find, the more likely for them to trust your brand. Sometimes it can be hard to decide what to post online. Here is where digital products can be really helpful.
How to never worry about what to post
When you create digital products you will never have to worry about what to post again. Your marketing will simply be excerpts from your digital product. Whatever is part of your digital product can be part of you digital marketing.
What is a digital product?
A digital product can be an (e-)book, video or written courses. Besides creating trust that your product works, digital products will also lead to you being perceived as an expert in your industry. Therefore all your other products (through creating different products) will become more valuable.
Diminishing marginal costs
The biggest difference and advantage in creating digital products from other products is, that they usually have diminishing marginal costs. That means after initially creating the product additional units will cost next to nothing and with each additional unit costs will decrease. Considering this you can set the prices lower than you would set them for your other products.
Digital products as a marketing tool
By setting a low price point, the idea is to sell more of your product. This leads to more exposure in the market and serves as marketing for all of your products. When people see you more often often, this will strengthen your brand. Of course quality matters, but serving the lower level of a market with cheap beginner products can be a good way to brand you as an expert.
To sum up
Adapt your online presence to your maximum online conversion objective
Create digital products using your existing products as a basis.
Use your digital products as your source for content to never worry about what to post again