Specialist from Portland Digital Agency shared his experience of working with the Instagram social network. He talked about warming up of traffic and audience, both for brand stores and expert blogs selling information products and how it can influence to the conversion.
As we all know, a sale is a process when a person is offered a product that can cover his needs.
The sale consists of two stages:
- Identify a person’s needs.
- Give him something that covers this need.
Over the entire period of work, I have identified 4 essential components for an effective sale. If you don’t have at least one of these components, then most buyers will pass by.
- To offer people what they already need, for example, a product that will help them lose weight, get instructions or learn a profession online. And we offer him to close this need.
- Urgency, that is, the need to buy here and now. By warming up, we make people realize that they need to buy our product immediately, otherwise their life will not be as joyful as it could be. We also create urgency. with the help of time limits – sales will go on for only a few days, and the buyer has no chance to postpone the decision to buy until later.
- Trust in you as an expert, trust in your product, as well as loyalty to the individual.
- Money. The buyer as a whole should be able to buy; if we sell to someone who simply has no money, he cannot buy. Even if he really wants to. So what are we doing? We do not make products cheaper! And we add prepayment, partial payment, bank installments, trust installments and various payment methods – Apple Pay, PayPal and others.
Now let’s move on to the stages of sales that we will need to work through to increase conversions.
The Four Main Stages of Sales
Awareness
At this stage, the client must find out that there is such a product, that such a result and such point B are possible. At this stage, the client has a thought: “I probably need this.” He is ready to leave a request for a preliminary appointment, he is ready to study information about the product, he is at a low start.
Comparison
The client starts comparing you with competitors, asking about price, quality and detailed program.
Removing Doubts and Working with Objections
At this stage, the client must understand exactly that he trusts this particular expert, wants this particular product and is ready to buy it here.
Buying
Buying is always a risk and an act of trust. Selling is as much a social dance as any communication, performance, or romantic relationship.
Now let’s move on to the concept of the word “warm-up”.
Warm-up Goals
Warming up is a series of content that leads a person to successfully pass through all these stages and to the desire to buy.
The main purpose of warming up is for a light bulb to light up in a person’s head: “I want! I want it and that’s it! I want it here and now! ” Surely, you yourself have experienced this feeling more than once when you wanted to buy something.
The purpose of proper warming up is to light the “want” light in people in relation to our product.
Warming up doesn’t have one goal. We often think that warming up can only be a preparation for buying an information product. There are actually at least 10 target types for warm-up.
Target Types for Warm-up
- Buy – “I want to buy” light.
- Hiring (attracting the coolest people to the team) – “I want to work for you” light.
- Formation of an image in the blog for further sales. For example, an expert sells earnings, but is not yet associated in his blog with the one who sells earnings. Then you need to create a context in the blog so that the image of an expert is firmly associated with earnings.
- Selling any idea. For example, ideas “How to stop being lazy”.
- Selling an entry for a free marathon or webinar.
- Selling an idea to sign up for a preliminary list without paying.
- Selling to those who have already bought. For example, a prepaid client left 3,000 rubles, and we need him to pay the rest of the amount before the start of the course. Then we make a warm-up in the blog, aimed at those people who left an advance payment, but did not pay the course in full.
- Selling a product that is no longer for sale. It sounds paradoxical, but this is a necessary warm-up stage. We show in stories and blogs those things that stimulate people to buy, but they can no longer buy it. Thus, we put the idea in our head so as not to miss “such” opportunity next time.
- Form some kind of habit among subscribers. For example, write responses to stories, comment, or open up. Subscribers get used to talking about feelings, communicating and being themselves.
- Creating a community, implementing rituals that unite people in the community. For example, every day at the same time you discuss a product with your subscribers, and this triggers a chain reaction among your subscribers who start doing the same and feel themselves part of your pride.
We figured out the types of warm-ups, now let’s move on to the content.
What are the Types of Content Aimed at Achieving These Goals?
To please: share insights and “I-messages”, conduct storytelling, broadcast mood and state, show values, reveal “pains”.
In addition to all this, we respond to direct, to comments, ask for advice and discuss trending topics. We warm up through mistakes. Tell about a solid confirmation of your expertise – only numbers and facts.
Remember that people absolutely do not care where and from whom we studied, how much money we spent on our education, our ratings, TOP services, favorite books, etc.
To want to buy a product, we publish:
-Cases.
-Reviews.
-Before after.
Structure and Heating Lines to the Product
Heating lines for the product are of the following types:
-Behind the scenes – how you prepare a product, how you design a program, how you communicate with employees to create a product.
-Interview with a client. It is necessary that both the expert and the client be in the frame, and they communicate on a topic that is interesting to the audience.
-Cases before / after. It is important to change the formats: so that it is not only 10 stories with the client’s face, where he tells something
– To whom I am not selling.
-Reviews.
-Repost – when an expert or a product is marked in a story, and he repost this mark.
-Working with objections (native or direct).
-Who can not buy the product categorically.
According to research, a person’s head does not even highlight those areas that are responsible for making decisions when advised by authority.
In warm-ups, there are 2 options for using triggers:
- To be an authority that is already trusted and listened to;
- Use authority transfer where we take the expert opinion of people we already trust and say, “They say this is cool! And they use it too. ”
And if you were offered to invest with an urgency trigger: “Look, there are only 3 days. It will not be possible further! ” The urgency trigger must be included in your sales.
That’s all for today. More about business you can reed here.